3 Core Factors Affecting the Retail Promotion of lab grown Diamonds

How to quickly increase consumer confidence in lab diamonds?

- Brand reputation: 

  If your shop represents a quality brand that has been proven in the market, then consumer trust in the brand can also translate into trust in the quality of its products, making it easier for consumers to accept lab diamonds.

- Certification: 

  Providing a certificate issued by an authoritative third-party body that shows the diamond is a man made diamonds, and also that the man made diamonds has the same 4C grading international standard as a natural diamond.

- Common sense explanation: 

Explain to consumers in layman's terms the growth process of lab diamonds, which have the same physical and chemical properties as natural diamonds, as well as the same crystal structure and other basic characteristics.

- Comparative identification: 

showcasing the results of comparative identification between cultivated and natural diamonds in terms of physical characteristics, chemical composition and appearance to help consumers better understand the similarities and differences between cultivated and natural diamonds.

- Value advantage:

   Lab diamonds have a significant price advantage over natural diamonds, so you can highlight this advantage to provide consumers with better choice and value.

  By doing so, you can make consumers more aware and receptive to the idea that lab diamonds are also real diamonds. When promoting lab diamonds, you should also focus on illustrating the differences between cultivated and natural diamonds so that consumers can make a more informed buying decision.

  However, it is important to note that while it is true that natural diamond dust is required to produce lab diamonds, this does not mean that lab diamonds and natural diamonds are identical. In fact, there are still some differences in colour, purity and shape between cultivated and natural diamonds due to the different growing environments. Therefore, it is important not to over-emphasise homogeneity to the point of confusing and misleading consumers about the two types of diamonds. We need to explain these differences clearly to consumers and allow them to make an informed buying decision.

how do you set retail prices for lab diamonds?

  In the US market, lab diamonds are typically priced at 30% to 40% of natural diamonds. This is because, although lab diamonds can be of comparable or better quality and size than natural diamonds, they are cheaper to produce and can therefore be sold at a lower price. Also, lab diamonds are gaining acceptance in the US market, which provides some support for their pricing.

  For jewellery retailers in each country, it is recommended that pricing be based on local market conditions and consumer demand, combined with comparative pricing with natural diamonds. Consumer perceptions and demand for diamonds in each country may differ from the US market and therefore pricing strategies from the US market cannot simply be replicated in each country's market.

  In addition, it is recommended that jewellery retailers treat lab diamonds as a separate product line and highlight its differences and advantages from natural diamonds in their product marketing for better consumer understanding and choice.

how can lab diamonds reduce the risk of inventory depreciation for retailers through supply chain services?

  As lab diamonds are an industrial product, prices are highly influenced by supply and demand, and there is a risk of price falls for retailers. How is the US market reducing the risk to retailers through commercial means?

  In the US market, retailers have adopted a number of commercial approaches to mitigate their risk and protect their interests against the risk of price fluctuations in lab diamonds.

  Firstly, some retailers have entered into long-term contracts with man made diamonds producers to purchase lab diamonds at a fixed price. This reduces the risk of price fluctuations and also ensures that the retailer has a steady supply of diamonds.

  Secondly, some retailers have adopted a 'one price' policy, whereby they do not price lab diamonds differently in terms of colour, clarity and cut. This avoids unfair pricing and consumer mistrust due to price fluctuations.

  In addition, some retailers have adopted a buy-back policy, whereby they buy back the lab diamonds they have sold over a certain period of time in order to reduce inventory and losses in the event of a price drop. This is also a means of reducing the risk of price volatility.

  In summary, reducing price volatility risk requires retailers to consider a number of factors, including the way they work with suppliers, pricing policies, buy-back policies and business strategies. It is also necessary to keep abreast of market dynamics and price trends so that business strategies can be adjusted and measures taken in a timely manner.

  It is expected that lab diamonds will gradually move away from the quotation system for natural diamonds and form an independent market pricing rule in the coming years. At the same time, as consumer awareness and acceptance of lab diamonds gradually increases, the market share of lab diamonds will continue to expand. However, as the market grows in size and the number of suppliers increases, the price volatility of lab diamonds will gradually decrease and the market price system will become more stable and transparent.