> De Beers fights fakes with technology as China’s lab-grown diamonds threaten viability of the real gems From what I understand, these gems are actually better than natural ones, since they're 100% pure. Maybe it's time to call lab-grown diamonds "real" and mined ones "fake".
I thought that De Beer had changed their approach to one of promoting the imperfections of real diamonds. And the news this week regarding "deeper" diamonds having exceedingly rare minerals embedded within could further this cause. https://www.sciencealert.com/super-deep-diamond-contains-cal... "Rare" still has status and therefore a price premium.
Which is fine, but it’s a massive cultural shift for them & I’m not sure they’d want to do that (though they may have no choice).