Jewellery World Magazine - May 2021

LAB-GROWN DIAMONDS
Craig Miller
CEO, JC Jewels
www.jcjewels.com.au
ARE YOU SELLING
LAB-GROWN DIAMONDS?
Craig Miller of JC Jewels brings a new monthly column
on lab-grown diamonds to Jewellery World magazine.
Are you selling lab-grown diamonds? If
not, never say never. Have you been
asked for lab-grown diamonds? If not,
it’s only a matter of time.
Consumers are more open to lab-grown
diamonds than you might think. I was
one of the first in Australia to engage labgrown
diamonds and I’m keen to share my
knowledge with you as the category matures
in our local market.
Should lab-grown diamonds be
part of your offering?
Let me share a story from one of my clients – a
high-end jeweller in the CBD, he presents and
educates his clients on both lab-grown and
mined diamonds daily and recently sold a large
high quality CVD type IIa lab-grown diamond
to a first-time customer. This customer, a high
net worth individual, had been loyal to one
jeweller for over twenty years and purchased
diamond jewellery frequently. With an
important anniversary around the corner and
after reading about lab-grown, he engaged his
trusted jeweller with curiosity and questions
regarding these new diamonds only to be
told “I will not sell lab-grown diamonds in my
store”.
This decision and the body language that
accompanied this statement cost this jeweller
a twenty-year VIP client relationship as well
as the many referrals that always follow any
purchase. The customer referred to the tone
used, saying “My simple question could have
been an educational opportunity – instead
I was embarrassed and left the store for the
last time.” He quickly found a new jeweller
and today his wife shows off her beautiful
diamond ring that brings her and her husband
as much joy and satisfaction as her past mined
diamond purchases.
This customer was one of many who are open
minded and eager to learn.
The resistance to lab-grown diamonds is
coming from the trade not from the consumer
and as one of the first wholesalers to start
selling lab-grown in Australia I often hear this
first hand. Business owners make decisions
for their business – I don’t judge – but if you
ask me, lab-grown diamonds are here to stay.
I strongly advise my clients to get educated.
Learn about the category. Education is a
power. Once you know the facts you could
very well have a different view. Be open
minded – most customers are.
Never say never. Mining giant De Beers have
invested millions of dollars and proudly grow
and sell lab-grown diamonds. I’m not sure
anyone really knows their true agenda with
this but today they offer their lab-grown brand
on Blue Nile – that says a lot.
Retailers successfully selling lab-grown
diamonds report that almost 50 percent
of engagement sales this last quarter were
lab-grown.
Considering lab-grown diamonds
for the first time? Here is some
advice.
An increasing number of lab-grown dealers
are entering the market and some are better
than others. This distinction is critical. Ensure
you work with a trusted source.
Did you know that not all diamond growers
are the same? Anyone can buy the machinery,
but there's a shortage of scientists who know
how to grow high quality goods repeatedly.
There are growers with a focus on “as grown
goods” – that means with no additional
treatment. Some grow HPHT goods which may
not look as good as CVD type IIa goods. What
is important is knowing the facts when you
get started and this is where my company, JC
Jewels, can assist and ensure you always have
peace of mind. JC Jewels can take you directly
to the most reputable growers’ inventory
with no middlemen margins. Let us manage
the logistics for you and ensure you get the
education, biggest range of goods and the
best quality at the best price.
May 2021 35