TechnologyJul 10, 2026
There’s a New Blind Box for Luxury Watches Collectibles platform Arena Club’s new Time Boxes could contain a Rolex or Patek Philippe watch.
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
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.
More on Editors
The Latest
TrendsJul 10, 2026
Jade Trau Creates a Constellation of DiamondsThe “Constellation Plié” collar, our Piece of the Week, features diamonds arranged in a constellation of shining stars.
SourcingJul 10, 2026
CFO of De Beers’ Consumer-Facing Division Leaves Company Shaun Wills joined the company in 2024 and was chief financial officer of the De Beers Brands and Consumer Markets division.
Brought to you by
Wedding Band Trends 2026: Personalization Takes Center StageColored gemstones, artisan finishes, mixed metals, and meaningful details are shaping demand in bridal jewelry.
WatchesJul 10, 2026
Brilliant Earth Expands Into WatchesIn honor of its 20th anniversary, the jewelry brand has released a limited-edition collection of Swiss-made timepieces.
Weekly QuizJul 09, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
CollectionsJul 09, 2026
Boucheron’s New High Jewelry Collection Is an Ode to the Human Touch“Human Being” highlights the similarities and differences between us through five sets of jewelry that celebrate fine craftsmanship.
WatchesJul 09, 2026
Damiani Group Finalizes Acquisition of Baume & MercierRichemont will continue to provide operational services for the watch brand for a period while the group prepares to integrate it.
Brought to you by
Building the Future of Jewelry Retail: DCA Expands Education, Leadership Development, and Workforce SolutionsDCA is preparing the next generation of professionals by supporting workforce development, leadership growth, and career advancement.
AuctionsJul 09, 2026
Pharrell Williams’ Joopiter Hires Former Bonhams Exec to Head New Watch DivisionNate Borgelt will lead the digital auction house and content platform’s new division as head of watches.
Events & AwardsJul 09, 2026
Halstead Names 2026 Grant WinnerEnoch Platero, founder and designer behind Enoch Michael, is the first Native American jeweler to win the award.
Events & AwardsJul 09, 2026
AGS, GIA Name 2026 Beatrice Shipley Scholarship WinnerAGS also announced the recipient of its “Women in Leadership” scholarship.
MajorsJul 08, 2026
Kendra Scott Joins ‘Shark Tank’ As Permanent Investor The founder of the billion-dollar jewelry and lifestyle brand will debut as a full-time “Shark” on the upcoming season of the show.
SurveysJul 08, 2026
Signet Jewelers Falls 5 Spots on NRF’s ‘Top 100’ Retailers ListPlus, why retailers should be ready to adjust as the U.S. population may decline this year for the first time since the Great Depression.
CrimeJul 08, 2026
Here’s What Thieves Stole From the Lalique Museum René Lalique’s “Woman Dragonfly With Open Wings” pendant, the first piece the museum acquired, was one of the jewels taken.
MajorsJul 08, 2026
Richline Group Promotes 2 ExecsArien Gessner and Moss Makhoulian have been elevated into newly created roles.
ColumnistsJul 07, 2026
Peter Smith: Diamond Branding and the Origin ParadoxA podcast prompted Smith to share his views on where origin fits into the natural diamond story and the viability of branded diamonds.
Events & AwardsJul 07, 2026
JA Announces 2026 Impact Initiative RecipientsThe association selected eight recipients for the funding program, which is in its second year.
TrendsJul 07, 2026
Amanda’s Style File: Ruby, White and Blue Whether celebrating America’s 250th birthday or the USA’s World Cup run, July birthstone jewelry can double as a patriotic accessory.
CrimeJul 07, 2026
Thieves Steal Millions in Jewels From France’s Musée LaliqueAround 20 pieces of jewelry were stolen from the museum dedicated to French jeweler and glassmaker René Lalique.
CollectionsJul 07, 2026
Robinson Pelham Is Partying Like It’s 1996The “Summer of ’96” campaign and collection celebrate the year the brand was founded for its 30th anniversary.
SourcingJul 06, 2026
Gemfields CEO Sean Gilbertson Steps DownAfter eight years, Gilbertson is leaving his post at the mining company, which is currently facing a slew of operational challenges.
IndependentsJul 06, 2026
Bachendorf’s To Open Fifth Store In DallasThe new location is set to open this winter, featuring the retailer’s first rotating jewelry designer residency.
MajorsJul 06, 2026
Graff Names BTS Star Jung Kook as New AmbassadorThe pop artist appears in the latest campaign for the “Laurence Graff Signature” collection.
CollectionsJul 06, 2026
Pandora’s New Baroque Pearl Collection Is a Whimsical ‘Wonder’One-of-a-kind pearls take the shape of ice cream cones, frogs, submarines, and other imaginative charms.
SourcingJul 02, 2026
London Diamond Bourse Elects First Female PresidentCharlotte Rose said her election is “a sign that this is an industry capable of change.”
Supplier BulletinJul 02, 2026
Elevating Retail Showcases with Today's Necklace & Bracelet TrendsSponsored by Rio Grande Jewelry Supply
TrendsJul 02, 2026
Oscar Heyman’s Flag Brooch Celebrates AmericaThe American jewelry house, founded by Latvian immigrants, has been creating American flag brooches since 1917.
