CrimeOct 22, 2026
Jeweler Shot and Killed in His Suburban Cincinnati Store Tara Sinchuri was the owner of Everest Jewels in Fairfield, Ohio, and a father of three. He was found dead in his store on Tuesday.
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.
More on Editors
The Latest
MajorsOct 22, 2026
Neiman Marcus Has Gifts for the Jewelry Lover Who Has EverythingBespoke experiences from Buccellati and Verdura are on the retailer’s 2026 “Fantasy Gifts” list.
Events & AwardsOct 22, 2026
JIS Fall 2026 Reports Record-Breaking Attendance The number of participants at the fall show was up 12 percent.
Brought to you by
A Diamond Is Forever Launches 2026 Holiday Campaign Championing Natural DiamondsA Diamond Is Forever's holiday campaign reimagines natural diamond icons for a new generation celebrating individuality.
CollectionsOct 22, 2026
Billie Eilish, Finneas Co-Design Collection for John HardyThe Academy and Grammy award-winning siblings have collaborated with John Hardy on a new jewelry line inspired by their personal style.
Weekly QuizOct 22, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
PodcastsOct 21, 2026
Episode 10: This Episode Is Haunted Diana Singer shared the stories of two “cursed” diamonds on this month’s podcast, which was inexplicably riddled with technical issues.
IndependentsOct 21, 2026
Gardner-Collier Jewelry to Close After 9 Decades in BusinessThe family-owned jeweler has three locations across Missouri and Iowa.
Brought to you by
Open an Account, Get $50 Off Your First Order. No Code Needed.Built on Relationships. Refined by Craft.
SourcingOct 21, 2026
Venetia Mines Final Carats Ahead of 2-Year ShutdownThe De Beers-owned diamond mine in South Africa is being put on ice as part of a round of previously announced cost-cutting measures.
CollectionsOct 21, 2026
Helzberg, Nordstrom Carrying New Jewelry Collection From Off-WhiteThe collection centers designs with clean geometric lines, chunky sculptural pieces, and recognizable details from the luxury fashion brand.
SourcingOct 21, 2026
Gemfields’ Mixed-Quality Ruby Auction Earns $52MThe miner said it saw particularly strong prices for larger, fine-quality rubies at the sale.
CrimeOct 20, 2026
Security Guard Charged With Murder in Shooting at Texas MallThe guard opened fire on a man who was smashing a jewelry display case at La Gran Plaza in Fort Worth last week, police said.
IndependentsOct 20, 2026
David Gardner’s Jewelers Unveils Newly Expanded, Revamped ShowroomThe Texas jeweler added 2,000 square feet to its reimagined showroom, complete with a new design studio and an event space.
SourcingOct 20, 2026
The $50M Victoria’s Secret ‘Fantasy Bra’ By The NumbersJacob & Co.'s diamond masterpiece is the most expensive Fantasy Bra ever worn on the Victoria’s Secret Fashion Show runway.
CollectionsOct 20, 2026
Mignon Faget’s Collection Chooses Handmade Over AIThe “Atelier” collection was inspired by the tools, rituals, and objects in an artist’s studio as a quiet rebuttal to an automated world.
MajorsOct 19, 2026
The Knot to Acquire Rival Wedding Planning Platform ZolaThe pending acquisition is an “exciting opportunity” for wedding vendors to grow their business, said The Knot Worldwide’s CEO.
SourcingOct 19, 2026
Jewelry Design Competition Show Airs in Thailand"The Secret Gems" features eight Thai jewelry brands paired with a team of young craftspeople who create jewelry together to win challenges.
CollectionsOct 19, 2026
John Hardy Enters the Medallion Chat With Talisman Collection The brand’s “Modern Talisman” capsule collection introduces pendants inspired by the mythology, natural world, and spiritual ethos of Bali.
IndependentsOct 19, 2026
The Stories of 5 Jewelers Celebrating Their Centennials in 2026Independent jewelers from New Mexico to New Jersey answer the question: What has kept your store in business for 100 years?
SurveysOct 16, 2026
How Inflation, Gas Prices Will Affect Holiday Sales The NRF is expecting holiday sales to increase this year, but consumers and retailers alike are facing Grinch-like headwinds.
CollectionsOct 16, 2026
Christina Puchi’s Earrings Hold the UniverseOur Piece of the Week gathers the planets, represented by a variety of colored gemstones, in a pair of 14-karat yellow gold earrings.
IndependentsOct 16, 2026
Reeds Jewelers Expands, Relocates FlagshipThe New York-based jeweler is moving its Amherst flagship store to a larger location in nearby Snyder.
MajorsOct 16, 2026
Katy Chen Appointed Executive Vice President of Graff USA Chen, who worked at Cartier and Tiffany & Co., will lead retail sales and operations for the luxury jeweler’s 11 U.S. stores.
IndependentsOct 15, 2026
Retailer Hall of Fame 2026: Amy and Elise Greenberg For 40 years, sisters Amy and Elise Greenberg have helmed their 126-year-old family business, leading with appreciation and integrity.
ColumnistsOct 15, 2026
Peter Smith: What Is the Culture REP?It’s a term Smith coined and felt compelled to share following a bad experience with an aborted flight and an unfeeling flight attendant.
WatchesOct 15, 2026
Stephanie Gottlieb’s New Movado Watches Are Made for Your Wrist StackMovado teamed up with the New York-based fine jewelry designer on a new collection of Movado Museum Velura watches.
SourcingOct 15, 2026
Signet Jewelers, Richemont May Join Bidder for De Beers, Report SaysThe two companies are reportedly in talks to join the Global Diamond Consortium, led by former De Beers CEO Gareth Penny, as per Bloomberg.
