While it is true that diamonds can be made by man (as can ANY other gemstone), that doesn’t necessarily make them a viable ‘competitor’ for natural diamonds. There is a great deal of expense involved in the growing of them; as well as a general disinterest in synthetic stones from the public at large. In time, they may become considerably more popular as views change and the process becomes more accessible, but I doubt that day is very near at hand.

As far as diamond simulants are concerned; I have yet to see one that actually looks and acts like a diamond. There are actually quite a number of simulants including, but not limited to (in loose order of actual closeness to diamond characteristics): colorless topaz, white sapphire, cubic zirconia, white zircon, Y.A.G. (yttrium aluminum garnet), G.G.G. (gadolinium gallium garnet), and moissanite. You will often hear that you can’t tell the difference between them, and that moissanite “looks just like a diamond.” But the reality is that they don’t. Once you’ve seen a few diamonds, you can quite easily pick out a simulant from a bunch.

I will not argue the point of fairly commonly seeing diamonds that are incorrectly graded. There are a number of gem labs that offer certificates that, really, aren’t worth the paper on which they’re printed. Labs such as GIA, EGL, and HRD are reputable and consistently provide accurate certs. Of the hundreds of diamonds labs, those are the only three I believe are worth trusting.

As far as being conditioned to want diamonds…it isn’t any different that any other ad campaign that has ever existed, ever. Think about it in depth. Think of what grocery and department stores, automobile dealers, jewelry stores, or any other retail industry, tries to get you to think you need. In a society so driven by gross consumerism, is it really a surprise that a company with a particular product wouldn’t try to develop a desire for it? Any person who has ever tried to sell something has done this. From garage sales, to eBay, to diamonds; it’s no different.
I think that people really don’t like the fact that a particular ad campaign was so successful. As a species we do not like to see others succeed; so seeing a campaign that has been wildly successful for over 100 years must send people into fits of rage.

Some of you may think I’m crazy…but my views come from being accidentally involved in the jewelry industry. I became a jeweler because I needed a job; not because I had an inflated view of the industry, or really any interest in it at all. To be honest, that has made me able to view the industry objectively and stay emotionally detached. Having a thirst for knowledge helps considerably as well. There is an unmeasurable amount of emotional attachment to jewelry. It does not matter whether it is a ring purchased for $5 at a pawn shop, or a $100,000 custom made work of art. They are equally valuable to their respective owners. Time and time again I see people buy jewelry because it brings joy either to themselves or to others. Even in this recent time of economic turmoil people still bought jewelry. The store I work for sold more diamonds this year than any other. No matter their financial shape, people still put money aside to buy their loved ones jewelry for Christmas.

On a parting note. It gets old hearing about conflict diamonds so often. As Reaper so sarcastically stated “where can you buy one?” The Kimberly Process is a powerful movement, and a growing number of diamond dealers are involved in it. As a retail store buying a diamond from a dealer, I would guarantee that there would be a good bit of difficulty in even trying to find a conflict diamond (colored stones are a whole different matter).
So really it boils down to consumer knowledge and trust. Find a local jeweler. Don’t put your trust in a large chain. Find a local, independent jeweler who will work with you. Buy what makes you happy. If conflict diamonds are a threat to the industry; the industry will fix itself.

There is a good saying in this industry. “If you don’t know your jewels, know your jeweler.” Find one you can trust.