00:00This is the diamond industry's biggest nightmare. Real diamonds grown in a lab over the course of a
00:06few days instead of inside the earth for billions of years. Lab-grown diamonds got super popular
00:12during the pandemic when nobody could go to stores and glitzy online ads lured in buyers
00:17who wanted something sparkly for their zoom calls. Since then, lab-grown diamonds have taken off.
00:23There are diamond dog collars, diamond manicures, diamond phone cases,
00:28even diamond toilets. About half of all engagement rings are now lab-grown. A lot of couples are opting
00:34for bigger, clearer synthetic stones over smaller natural stones that cost a lot more. Between 2020
00:40and 2023, the average retail price of a one-carat lab-grown stone plummeted from about $3,400 to
00:49around $1,200. Now diamond producers like De Beers are fighting back with ad campaigns,
00:56products, and branding all meant to convince customers that natural diamonds are different
01:02from the ones grown in a lab. Emphasizing their connection to nature, to local communities,
01:08and their history as some of the most ancient, revered, luxurious, precious items on earth.
01:15What do you think? Would you pay more for a natural stone even if you couldn't see the difference?
01:20What do you think? Would you agree? Would you like to
01:20more lumens?
01:20How do you think? If you're in your own language
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