This might well be the most successful marketing campaign in history.
We did discuss the ethical concerns of earth vs lab diamonds beforehand, and the decision to go with an earth diamond was intentional.
The diamond was a yellow, cushion cut diamond. I agree, there are other gemstones that are often overlooked and have beautiful qualities.
It will be interesting to see if companies will try to market "real diamonds" and how the market will respond.
Separately, the work that goes into cutting/finishing diamonds is incredible and there is a huge amount of variety between individual diamonds. They are very fascinating things.
I do not know who the “you” is here, but I would bet most people that want to consume diamonds (especially mined) as an end user for display purposes want to do so to signal their (potential) purchasing power, especially amongst their network.
Although, in this day and age, diamond and jewelry in general are pretty poor status signals. In general, material objects are a poorer show of status than simply having vacation pictures from all over the world constantly showing leisure time (the more finite and expensive commodity).
However, people always turn a blind eye to the part of the story that involves cruelty, which is largely down to De Beers excellent marketing and creation of artificial scarcity.
I think it's quite common knowledge that diamonds were traditionally mined before we were able to make them in a lab, and because of this it's seen as the default to which any other methods of making a diamond are compared.
I guess I'm splitting hairs, yes there is definitely a cultural hangup about mined diamonds being "real" and made diamonds being imitations, fake, whatever. I just don't think many people care that much about the actual backstory, they just want a 'real' one. As such I think the synthetic diamond industry has a bit of an uphill struggle on its hands, but not an unwinnable one if they can convince people that theirs are 'real' too.
And to my (very literalist in many respects) mind, they are.
(edit - I will add that I have gone out of my way to source lab-created stones and silver settings to make jewellery for my partner in the past, so far mostly using star-sapphires, and she seems to have loved them. I find the idea of lab-recreated gems pretty fascinating, and I think that enthusiasm helped.)
They've been doing this to try and undercut lab diamond growing company's in an attempt to retain control of the diamond market in an era where lab diamonds are becoming more and more popular as people consider their ethical choices.
Lab grown diamonds are real diamonds. There is a simple, easy, and cost-effective solution to the problem you seem to have skipped over here.
Although through an objective lens they are the same, for a lot of people there is an emotional difference between buying (or receiving) a lab grown vs earth grown diamond which means they can't be treated like-for-like in every situation.
Fortunately, almost no diamond-wearer has the ability to tell the difference, which alludes to the easy solution.
They allege their mined diamonds are "conflict free" https://www.jamesallen.com/education/diamonds/grading-confli....
However, my feeling is I don't trust this 100%, and for my SO having a "real diamond" meant a lot. For me, in this case, the need to get a "real diamond" for my SO trumped my ethical stance on where the diamond was sourced.
I think if you are going for 100% ethical purity, then you should either get no diamond (many other beautiful, precious gemstones if you still want one) or just go for it to make your SO happy.