Got an email from helzberg titled "Lab Grown Diamonds Mean Undeniable Value". Featuring Light Heart Diamonds. Lab grown.
<<<We've designed our exclusive collection of lab grown diamond jewelry to offer you unparalleled beauty at otherwise-impossible prices.>>>
Do we want helzberg saying: "unparalleled beauty at otherwise-impossible prices" ??? Is that fair, or even correct ? They sell C&CM jewelry. How can they make that statement ? Well, OK, M beauty is not just parallel, it is superior. So technically, they can say unparalleled, whereas they can't say unsurpassed. (OK, "beauty" is a nebulous quality, so again another technicality.) But impossible prices ? Maybe against mined D. But not against the even higher quality/superiority C&CM/FO choice.
An example item:
Helzberg's Light Heart® lab grown diamonds offer you an alternative choice in fine jewelry. Generating the earth's natural conditions, sophisticated technology raises the temperature of a tiny diamond seed to grow a diamond with identical chemical makeup to a traditional diamond. Though less rare, Light Heart™ lab grown diamonds are indistinguishable from natural diamonds to the naked eye. With expert scientists monitoring the growth process from beginning to end, every Light Heart™ lab grown diamond meets Helzberg's quality standards. Stunning diamonds with classic design and detailing add up to a consistently beautiful result.
<<<"an alternative choice in fine jewelry.">>>
Exactly the way I have been describing the M jewel. Not an alternative stone, an alternative choice. (And with M, a better choice.)
<<<Though less rare, Light Heart™ lab grown diamonds>>>
What ? Less rare ? Ridiculous. Maybe somebody they will make enough that they are less rare. But not true now.
Anyway, this is not a big problem (unless C&C screws it up). C&CM/FO looks like the best choice, when compared to mined D and/or lab D. Mainly.......superior optical properties. In addition, also better value (and even lower prices).......but ONLY if consumers understand that M is a better jewel, otherwise lab D might be the choice (despite higher price).