The debate between lab grown diamonds and naturals doesn’t seem to die down. Natural diamonds have had an unfettered rule in the global fine jewellery business for centuries until technological advancement allowed lab-grown diamonds, hitherto used in machine tools and cutting, found their way successfully into the fashion and jewellery space purely based on two reasons : perceived identical appearance and a staggeringly low price. Their entry into the market created a space for affordable jewellery, but they are not designed or are equipped to take over the natural diamond market. That’s because they are different and can be scientifically identified as such. 

Far from disrupting the prominence of natural diamonds, LGDs have emerged as a complementary force, addressing distinct consumer needs while broadening the appeal of diamond jewelry. But, let’s understand the purpose and appeal of each category. 

Natural diamonds continue to hold an unparalleled allure, deeply rooted in their rarity, geological history, and cultural heritage. They symbolize luxury, timelessness, and emotional significance, often marking milestone moments like engagements, weddings, and the creation of family heirlooms. Spending billions of years to be formed under the earth’s surface, natural diamonds command admiration from customers who associate lasting happiness and joy with the person they are buying it for, be it a self-purchase or a gift. Its journey of formation itself carries that value which, thanks to rising awareness, is of great value to its target audience irrespective of age barriers. Such consumers prioritize provenance, ethical sourcing, and origin determination, which reinforce the enduring appeal and exclusivity of natural diamonds.

On the other hand, lab-grown diamonds have carved out their own niche in the global jewelry market, starting with eco-conscious Millennials and Gen Z consumers in the United States. These synthetic diamonds appeal to buyers seeking sustainable and affordable alternatives. In India, a global hub for jewelry, the demand for LGDs is still at its nascent stage, because consumers are still understanding the product. Hence, there is a slow but steady growth in demand driven by their cost-effectiveness and the growing adoption of Western fashion sensibilities. Offering flexibility in design, LGDs are well-suited for trendy, everyday jewelry that embraces unconventional materials such as silver, tungsten, and titanium. They provide consumers with the freedom to explore unique styles while aligning with contemporary values of affordability and sustainability.

The distinction between natural and lab-grown diamonds is not merely academic—it is vital to maintaining consumer trust. Nomenclature is of paramount importance in this regard, as there are several ways to identify a lab-grown diamond. Since they are created in a controlled environment, their origin is different from those built by nature, and hence, must be positioned accordingly to extend confidence to customers of either segment. Thus, while both have their own value propositions, transparency in branding and communication is essential. Lab-grown diamonds should be presented as a distinct category, emphasizing their origin and purpose, rather than being combined with natural diamonds. 

As the diamond industry evolves, embracing the differences between natural and lab-grown diamonds is key to unlocking their full potential. Each caters to specific consumer preferences—natural diamonds for their legacy and emotional resonance, and lab-grown diamonds for their modern, versatile appeal. Retailers and stakeholders must adopt tailored marketing strategies and far better quality in certification and grading standards to give consumers exactly what they bought their products for. While the entire supply chain needs to be strongly educated to firstly identify the differences and sell the right jewellery, retailers especially need to refine marketing messages to effectively communicate these unique value propositions. This can be done by conducting awareness workshops for end-consumers and often showcasing both varieties to them just for knowledge. All in all, by fostering transparency, differentiation, and synergy within the supply chain, the industry can ensure the sustainable growth of both segments, securing a bright future for diamond jewelry on a global scale.

Nehal Shah, founder of ENESSE by NEHAL SHAH, created a unique niche for herself with her exquisite collection of  charms, depicting women’s most desired accessories like shoes, bags, etc. transformed into iconic and trendy jewellery pieces.

Each charm has a theme along with a relevant message, that all women can identify with and define their own personal style, moments, aspirations, desires and more. Charms allow for endless creativity and personalization, making them adaptable to trends and individual stories.

Nehal Shah, the Queen of Charms, spoke  to JewelBuzz on her journey in jewellery designing, her philosophy to create pieces that stand the test time ….and more.

Take us through your journey into jewelry designing: your inspiration, your beginnings, and your evolution into a renowned designer.

Design is an exciting and deeply creative process, with each piece telling a story. Every jewelry design begins with an inspiration. It might come from nature, architecture, emotions, or even a personal story.

It sounds like creating charms is a perfect way to bring fresh, versatile designs to the jewelry line. Charms allow for endless creativity and personalization, making them adaptable to trends and individual stories. Plus, with each charm carrying its own meaning, they’re easy for customers to connect with on a personal level. It’s a great strategy to add variety while offering pieces that can hold sentimental value!

Connecting each charm to your personal life emotions is a beautiful part of designing charms, each charm can symbolize a memory of life like a handbag, sunglasses, stilettos, gift box, champagne glass, lipstick, perfume bottles. 

What is your design philosophy? 

To create pieces that stand the test time, transcending trends and feeling as relevant years from now as they do today. 

Charms have been in the market for several years now. Nehal Shah has reinvented and discovered the concept and more designs in 3D format. The overall range is crafted with a futuristic vision. The collection, although urban and new-age, is yet timeless and eternal. Charms can be passed on from generation to generation and it fits well to all the age groups. Charms can be used for personal consumption as well as a Gift idea.

What are your favorite metals, stones and other materials? 

Gold and titanium is my favorite metal in combination with diamonds, color stone , enamel and hand painting.

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Take us through the creation process of your unique, out of the box jewelry pieces/ collections.

I have creatively imagined different hues of enamel in my heart, while designing the concept. The beautiful locks have been specifically designed for the charms and the necklace. Different locks and detachable charms offer a significant flexibility for the consumer. Varied combinations can be tried and every time a unique look having a variety of combinations can be donned. These combinations can include various color stones, diamonds, and enamel.

As an entrepreneur, what are the lessons you have learnt in establishing a business, strategy for growth, brand positioning etc. How does one balance creativity with commercial viability and changing consumer preferences?

Balancing creativity with commercial viability and changing consumer preferences is a challenging but rewarding aspect of jewelry design.

I do not hesitate to experiment and dare new and out-of-the-box designs, which is wearable and price sensitive. Balancing creativity with commercial viability and changing consumer preferences is a challenging but rewarding aspect of jewelry design.

1. Understanding the Target Audience
2. Following Trends Without Losing Identity
3. Creating Timeless with a Twist
4. Experimenting in Small Batches
5. Balancing Practicality with Artistry

Your comments on the current jewelry designing segment in India? What is the standing and brand positioning of India’s jewelry designers on the global stage? After MAKE IN INDIA, are we ready for DESIGN IN INDIA?

Indian jewellery designer segment is vibrant and evolving, especially in the country, with a fascinating mix of tradition and innovation. India’s jewelry designers are making significant strides on the global stage, with a brand positioning that highlights rich heritage, skilled craftsmanship, and unique design perspective.

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What is potential for Indian designers to collaborate with global brands and top international designers?

Immense potential. If the product is great, the time is always right. India has a great blend of skills, intelligence, cost and economies of scale.

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What’s your message for aspiring, as well as practicing jewelry designers?

Don’t hesitate to experiment new ideas, go with your gut feeling and you will never fail.

Share prices of a company drop when a CEO leaves. On the reverse side, share prices of a company rise when a new CEO joins. This is personal branding. People are ready to bet on a company because they trust the person at the helm. In current politics, the biggest example is Prime Minister Narendra Modi. Whether you vote for the BJP or not, he is the deciding factor, the personal brand.

A personal brand is strategically built. It shapes and promotes an individual’s identity, expertise, and reputation, in such a manner that people are eager to spend money on the business that individual is associated with.

You must have seen in TV ads how famous actors and players become brand ambassadors of certain products. When Amitabh Bachchan endorses a product, he is putting his name and his reputation behind that product. He wants people to buy that product because people trust his judgement. They believe that if he is saying something, it must be true.

While reading this you must be thinking personal branding is all about mega businesses and mega personalities. Where does that leave a small business? Can you use personal branding to promote your business? Yes you can. If you believe your business depends on trust and reputation, you can add your own personal branding to the overall trust and reputation that your business has so far enjoyed.

The benefits of building your personal brand

Your personal brand helps you build credibility and trust in your niche. When people recognize your expertise and consistency, they trust your opinion and through your opinion, the trust your product or service. Your personal brand also helps you build your network. You connect with

like-minded people who have established themselves as an authority in their field or profession. Through your powerful personal brand, you can positively influence people. You inspire change in their thinking. You can help them decide. Also, in a market full of similar products and personalities, your personal brand helps you stand out. Your customers and business partners can differentiate you from your competitors.

How do you build your personal brand?

Building a personal brand is not as difficult as it used to be. There are multiple platforms available to you where you can increase your visibility and the good thing is, 99% of such platforms are available on the Internet, and mostly free.

But before that, do an audit of your strengths, passion, and your mission. Why do you do what you do? What unique value can you offer? Why should people pay attention to you? Within your field, where would you like to excel and make your name? What sets you apart? What strengths you already have that you can build on? Who is most likely to benefit from your abilities?

Once you have written down answers to these questions, you need to decide how you want to elevate your visibility so that more people know about your expertise. You can write a book. You can create a social media presence by regularly posting insightful, authoritative content. But before that find out where your audience spends time looking for content you are interested in sharing. Is it LinkedIn? Is a Twitter? Is it Instagram? Be consistent. Add value to people’s timelines. Inform and encourage.

Share knowledge and insights that others don’t share.

If you have contacts in popular publications like newspapers and magazines, you can get your expert opinions published over there, for example, getting an article published in Forbes can immediately enhance your authority. Using blogging platforms like Medium and LinkedIn you can even publish your own blog posts as authoritative commentary on your chosen topics.

Take up speaking opportunities. There may be many conferences and seminars where you can speak and share your experience to enrich the audience.

Building a personal brand these days requires a strategy. Continuously evaluate your effort. Gather data of the responses that you get on social media. What type of content gets the maximum traction? Publish more of such content. What topics excite people? Talk about those topics.

Participate in ongoing discussions. It takes time, effort, and dedication. Be persistent, remain consistent in your efforts, and above all, deliver value.