Toranj Mehta of De Beers India said the differences between natural and lab-grown diamonds in an interview with Times Now Digital.
The discussion comes as the diamond industry faces a shift in consumer demand. As lab-grown alternatives become more accessible, traditional luxury brands must navigate the tension between maintaining the prestige of natural stones and acknowledging the market share of synthetic options.
Mehta addressed common myths and facts regarding how these stones are produced and valued. While both types of diamonds share the same chemical composition, their market trajectories have diverged significantly due to production costs and perceived rarity.
Price remains a primary driver for consumers. Lab-grown diamonds currently cost 73% less than natural diamonds [1]. This price disparity has led to a rapid adoption of lab-created stones for milestone purchases.
In the U.S., this trend is particularly evident in the bridal sector. Lab-grown diamonds now account for more than 45% of all U.S. engagement-ring purchases [2]. This represents a substantial portion of the market moving away from mined gemstones.
Despite these trends, De Beers continues to emphasize the value of natural diamonds. The company has previously launched its largest diamond campaign in a decade to counter the rise of lab-grown options, according to reports from Forbes. The strategy aims to preserve the demand for natural stones by highlighting their enduring value, and origin.
Mehta said that while lab-grown diamonds offer an affordable entry point, the industry is still working to define the long-term value proposition for both categories. The competition between the two is no longer about chemistry, but about branding and consumer perception.
“Lab-grown diamonds currently cost 73% less than natural diamonds.”
The surge in lab-grown diamond adoption indicates a fundamental shift in luxury consumption, where sustainability and price are outweighing the traditional prestige of rarity. For legacy companies like De Beers, the challenge is to prevent natural diamonds from becoming a niche product while managing the price volatility introduced by mass-produced synthetic stones.
