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This photograph taken Feb. 6, 2024 shows a laboratory technician monitoring the progress of lab-grown diamond seeds at Greenlab Diamonds manufacturing firm on the outskirts of Surat. (Sam Panthaky/AFP via Getty Images)(NEW YORK) -- The natural diamond industry has been fueled by a glittering marketing strategy for decades, but is the sustainability of modern, lab-grown diamonds as clear-cut as consumers believe?Since De Beers Group's 1940s "a diamond is forever" advertising campaign, dubbed by Advertising Age as the "slogan of the 20th century" in 1999, the natural diamond ...

This photograph taken Feb. 6, 2024 shows a laboratory technician monitoring the progress of lab-grown diamond seeds at Greenlab Diamonds manufacturing firm on the outskirts of Surat. (Sam Panthaky/AFP via Getty Images)(NEW YORK) -- The natural diamond industry has been fueled by a glittering marketing strategy for decades, but is the sustainability of modern, lab-grown diamonds as clear-cut as consumers believe?Since De Beers Group's 1940s "a diamond is forever" advertising campaign, dubbed by Advertising Age as the "slogan of the 20th century" in 1999, the natural diamond ...

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A new generation of jewelers sells factory-made gems that look just as good as their natural counterparts—but are way easier on the planet and your pocketbook.

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