Supplier BulletinJan 22, 2026
The Rise of Centralized Sourcing in the Colored Gemstone MarketSponsored by RapNet
EditorsMay 30, 2018
Growing a Diamond Using CVD: Video
Watch a diamond go from seed to polished in two minutes and 14 seconds.
A screenshot from Altr’s 2 minute, 14 second video showing how diamonds are grown using the chemical vapor deposition, or CVD, process.
Last week, I had the chance to catch up with Amish Shah, president of lab-grown diamond company Altr, about a video Altr is releasing giving consumers a look inside the company’s growing facility.
That was, of course, before the big jewelry industry news broke that De Beers would begin selling jewelry set with diamonds grown by its own Element Six at a new facility outside of Portland, Oregon.
As I wrote in covering the story Tuesday, it is big, but not shocking, jewelry industry news. Element Six has been growing diamonds for industrial purposes—for items like drills and speakers—since 1946, and there has long been speculation about when De Beers would begin producing gem-quality lab-grown diamonds as well.
Now, this is certainly a story we will be following up on to analyze what it means for the industry, to assess De Beers’ goals in getting into lab-growns, and to gauge industry reaction, some of which already has begun to filter in online. (My favorite so far comes from a LinkedIn commenter: “Sometimes fighting the future is not worth the pain.” Excellent point, sir.)
I am on my way to Las Vegas as I write this, and hope to hear from many in the industry there. If you are not headed to Vegas and would like to weigh in on De Beers’ decision to enter the jewelry end of the lab-grown market, feel free to email me at michelle.graff@nationaljeweler.com or leave your thoughts below in the comments.
In the meantime, I wanted to share this video Altr is releasing giving consumers a condensed view of how it grows diamonds using the chemical vapor deposition (CVD) process at its facility in India. You can watch the video below as well as on the Altr website starting today.
Shah said a professional team of 26 from Open Design & Strategy shot the timelapse video.
It shows the CVD process--sped up to 2 minutes and 14 seconds--starting from when the Type IIa diamond seed, which is as thin as 1 millimeter, is placed in one of Altr’s proprietary reactors. It then shows it emerging with a polycarbon shell that’s removed using a water-jet laser, and culinates with the cutting and polishing process that turns the rough man-made diamond into a polished stone.
Shah said the video is designed to be educational, not advertorial, clearing up confusion among consumers.
“Everybody still has a
Editors' Picks
Sponsored by
myth about [lab-grown] diamonds,” Shah said. “Most people haven’t seen one or know about it.”
But they hear about them and they want to know: What is a man-created diamond? How is it grown? Who made it?
“This is us taking one more step forward so that today a retailer can show it to their guests (and say), this is where it’s coming from, this is how it’s being made,” he said.
Shah’s assertions are backed up by the research De Beers cited in its news release about entering the lab-grown diamond jewelry market, which stated: “We’ve learned from our research that there is a lot of confusion about lab-grown diamonds.”
Consumer confusion also was stressed in the recent survey results released by the Diamond Producers Association, which circulated an interesting press release last week via email with the subject line, “Laboratory-Grown Diamonds Aren’t Considered ‘Real.’”
I am scheduled to conduct a sit-down interview with DPA head Jean-Marc Lieberherr this week at the jewelry trade shows so the “realness” of lab-grown diamonds and the DPA’s survey is a subject that I plan to return to in a future blog post, because there is a lot to unpack there.
For now, though, I asked Shah—who obviously has a very specific viewpoint on the matter as the head of a lab-grown diamond company—about education, consumers' misconceptions and the industry’s perception of lab-grown diamonds in general, and he made what I consider to be a solid point: “Today’s consumer makes an informed purchase. We as an industry are just trying to catch up with this.”
If there are misconceptions and/or confusion about lab-grown diamonds, it’s because the industry hasn’t done enough to educate consumers up until this point. But, as more stores start to carry man-made diamonds, they will get educated when they come into a store and then make their choice.
“As an industry, rather than creating confusion, I think we should look at education and we will all have growth. That’s what I believe,” Shah said.
For those interested in meeting Shah and learning more about Altr, you can visit them at the JCK Las Vegas jewelry trade show, which starts Friday, June 1 at Mandalay Bay. They are in booth No. S10600 in the Currents section across from the Plumb Club.
But they hear about them and they want to know: What is a man-created diamond? How is it grown? Who made it?
“This is us taking one more step forward so that today a retailer can show it to their guests (and say), this is where it’s coming from, this is how it’s being made,” he said.
Shah’s assertions are backed up by the research De Beers cited in its news release about entering the lab-grown diamond jewelry market, which stated: “We’ve learned from our research that there is a lot of confusion about lab-grown diamonds.”
Consumer confusion also was stressed in the recent survey results released by the Diamond Producers Association, which circulated an interesting press release last week via email with the subject line, “Laboratory-Grown Diamonds Aren’t Considered ‘Real.’”
I am scheduled to conduct a sit-down interview with DPA head Jean-Marc Lieberherr this week at the jewelry trade shows so the “realness” of lab-grown diamonds and the DPA’s survey is a subject that I plan to return to in a future blog post, because there is a lot to unpack there.
For now, though, I asked Shah—who obviously has a very specific viewpoint on the matter as the head of a lab-grown diamond company—about education, consumers' misconceptions and the industry’s perception of lab-grown diamonds in general, and he made what I consider to be a solid point: “Today’s consumer makes an informed purchase. We as an industry are just trying to catch up with this.”
If there are misconceptions and/or confusion about lab-grown diamonds, it’s because the industry hasn’t done enough to educate consumers up until this point. But, as more stores start to carry man-made diamonds, they will get educated when they come into a store and then make their choice.
“As an industry, rather than creating confusion, I think we should look at education and we will all have growth. That’s what I believe,” Shah said.
For those interested in meeting Shah and learning more about Altr, you can visit them at the JCK Las Vegas jewelry trade show, which starts Friday, June 1 at Mandalay Bay. They are in booth No. S10600 in the Currents section across from the Plumb Club.
The Latest
MajorsJan 22, 2026
Lugano Diamonds Finds a BuyerInvestment firm Enhanced Retail Funding, a division of Gordon Brothers, was the successful bidder.
SourcingJan 22, 2026
De Beers To Release ‘A Diamond Is Forever’ BookIt explores the history of the iconic tagline and the company’s strategy to redefine the role of diamonds in society.
Brought to you by
How Jewelers Can Fight Back Against Cell JammersCriminals are using cell jammers to disable alarms, but new technology like JamAlert™ can stop them.
MajorsJan 22, 2026
Swarovski Appoints New North America PresidentRetail veteran Sindhu Culas has stepped into the role.
Weekly QuizJan 15, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
MajorsJan 22, 2026
Stuller Names New Chief Merchandising, Marketing, Sales OfficerTaylor Burgess, who has been at Stuller since 2013, was promoted to the newly created role.
PodcastsJan 21, 2026
Episode 1: High Gold Prices, the Diamond Dilemma, & What’s NextWas 2025 a good year for jewelers? Did lab-grown diamonds outsell natural? Find out on the first episode of the “My Next Question” podcast.
Brought to you by
Impacting Tomorrow TodayHow Jewelers of America’s 20 Under 40 are leading to ensure a brighter future for the jewelry industry.
SourcingJan 21, 2026
Tucson Preview 2026: Earthy Tones and Innovative Shapes Buyers are expected to gravitate toward gemstones that have a little something special, just like last year.
CrimeJan 21, 2026
4 Men Charged in $1.7M California Smash-and-Grab Jewelry Store RobberyPlus, JSA’s Scott Guginsky discusses the need for jewelers to take more precautions as the gold price continues to climb.
IndependentsJan 21, 2026
Delaware Jeweler Felice Morris Dies at 91Morris’ most cherished role was being a mother and grandmother, her family said.
CollectionsJan 21, 2026
Bulgari Weaves New Collection of ‘Vimini’ Creations“Vimini” is the first chapter of the “Bulgari Eternal” collection that merges archival pieces with modern creations.
Events & AwardsJan 21, 2026
Jewelers Mutual’s ‘Conversations’ Retreat Returns to Discuss AIThe third edition will be held in Half Moon Bay, California, in April.
Events & AwardsJan 20, 2026
These Are the 5 Finalists for the David Yurman Gem Awards GrantThe grant is in its first year and was created to recognize an exceptional fine jewelry designer whose star is on the rise.
ColumnistsJan 20, 2026
First-Party Data Is the Most Valuable Asset Jewelers Have in 2026Data built on trust, not tracking, will be key to success going forward, as the era of “borrowed attention” ends, Emmanuel Raheb writes.
MajorsJan 20, 2026
Borsheims Hires New Assistant Facilities ManagerHeath Yarges brings two decades of experience to the role.
FinancialsJan 16, 2026
Richemont’s Jewelry Brands Shine in Q3Cartier, Van Cleef & Arpels, Buccellati, and Vhernier had another successful holiday season, Richemont reported this week.
TrendsJan 16, 2026
Diane Lane's Brooch Buzzes at the 2026 Golden GlobesOur Piece of the Week is Lagos’ “Bee” brooch that was seen on the red carpet for the first time on Sunday.
CrimeJan 15, 2026
D.C. Rapper ‘Taliban Glizzy’ Sentenced to 18+ Years for Jewelry Store RobberiesTrevor Jonathan Wright led a crew in a string of armed robberies targeting South Asian-owned jewelry stores on the East Coast.
Events & AwardsJan 15, 2026
Jewelers of Americas’ ‘20 Under 40’ Nominations Now OpenThe program recognizes rising professionals in the jewelry industry.
Events & AwardsJan 15, 2026
Registration for JCK Las Vegas 2026 Is Now OpenA new lifestyle section and a watch showcase have been added to this year’s event.
TrendsJan 15, 2026
Don’t Double-Dip With This Golden ChipAvocados From Mexico is celebrating those who love to double-dip in game day guacamole with a 14-karat yellow gold tortilla chip necklace.
SourcingJan 15, 2026
Nearly 42-Carat Blue Diamond Discovered in South AfricaPetra Diamonds unearthed the 41.82-carat, Type IIb blue diamond at the Cullinan Mine.
CollectionsJan 14, 2026
Marie Lichtenberg Lassos Leather for New BraceletsThe brand is trading its colorful fabric cords for Italian leather in its “Lasso” baby locket bracelets.
TechnologyJan 14, 2026
“My Next Question” Enters Its Podcast Era National Jeweler and Jewelers of America’s popular webinar series is evolving in 2026.
MajorsJan 14, 2026
Saks Files for Bankruptcy, Names New CEOThe department store chain owes millions to creditors like David Yurman, Roberto Coin, Kering, and LVMH.
CollectionsJan 14, 2026
Boucheron Names Colman Domingo as Brand AmbassadorThe award-winning actor’s visionary approach and creativity echo the spirit of Boucheron, the brand said.
