According to Asaf Herskovitz, the CEO of GN Diamond, emphasizing how ancient natural diamonds are can greatly enhance customer engagement. He highlights that these stones are anywhere between one and three billion years old and are formed deep within the Earth’s crust. Scientists say that the deepest layer where diamonds can be formed is 500 miles beneath the surface. Compare this to just about 2,5 miles, which is how far down the deepest mine on Earth has reached, and you’ll understand how unique diamonds are. Despite such astounding facts, many jewelers fail to include them in their presentations.
Herskovitz considers naturally occurring diamonds to be Mother Nature’s rare masterpieces and points out that they might as well be the oldest things a person ever buys. Think about it: even if you are a fossil enthusiast and have several ancient specimens in your collection, chances are, they aren’t as old as most of the diamonds you see in jewelry stores. Moreover, these stones are gradually becoming more scarce, which makes them even more valuable. If you pull up the statistics from 2005, you’ll see an astounding 34% reduction rate in diamond availability.
Increasing the public’s awareness about the actual value of diamonds brings a more meaningful conversation between customers and retailers. And while artificial diamonds now occupy a fair share of the market and are further popularized by major jewelry retailers like Costco, Macy’s, QVC, and JCPenney, the interest in natural diamonds will likely remain strong precisely because they are scarce and cannot be replicated.
GN Diamond’s team, who communicates daily with over 4,000 jewelry companies, has noticed a shift in how naturally sourced diamonds are presented. Although it might be easier to build a stable cash flow with lab-grown stones, natural diamonds still bring in more money than their artificial cousins in the long run. The bottom line is quite clear: not only do people value naturally sourced stones, they in many cases are willing to pay more for them compared to the lab ones of the same size and grade.

GN has come with various tools to help retailers showcase the properties of natural diamonds. For example, an easy-to-use light performance device will demonstrate a stone’s brilliance, transparency, and play-of-color. It will help retailers explain why diamonds of comparable size, color, and clarity may have a different look and value, thus reducing negotiations. Moreover, a diamond can be assigned a unique QR code which will tell customers its light performance details, certification information, as well as insurance discount. The use of such resources boosts diamond sale rates and helps jewelers stay on top of modern technology. Plus, having push-and-pull dynamics between lab-grown and natural diamond markets will ensure a healthy competitive environment that will further drive retailers to enhance their diamond presentation.