ALCHEMY ABOVE EARTH ABOUT PURE GROWN DIAMONDS
Conceived in 2014, Pure Grown Diamonds (PGD) has been growing steadily in the USA’s big and small multi-brand jewelry retail stores. It distinguishes itself sharply in the very source of the jewels – they are grown above the earth. A state of the art facility uses cutting edge technology in an environment that mimics nature below the earth.
PGD is built on an intensely sharp competitive advantage – ability to produce very high quality Type IIa diamonds that can go upto 5 carat stone in cut and polished form. Since these diamonds are sustainably grown above earth with fair production practices, they are ethical in the truest sense and leave a significantly smaller carbon footprint when compared to mined diamonds. OUR PRODUCT
Pure Grown Diamonds are grown above the earth using cutting-edge technology that allows consistent production of high quality, stunning Type IIa diamonds with unmatched brilliance. Our diamonds range go up to 5 carats, making them the perfect representation of the unique relationship the couple shares. We offer a variety of loose diamonds and finished jewelry.
What are Type IIa diamonds?
Diamond is 99.95 percent carbon. The other 0.05 percent can include one or more trace elements, or impurities, which are atoms that aren’t part of the diamond’s essential chemistry.
Diamond type is a method of scientifically classifying diamonds, both grown and mined, by the level and type of their chemical impurities.
Extremely rare in nature, Type IIa diamonds account for less than 2% of the world’s mined diamonds.
They are almost or entirely devoid of impurities and are considered to be the purest form of diamond known to man.
Because of these negligible inclusions light passes through the stone making them more beautiful and valuable.
Type IIa diamonds have superior brilliance with more scintillation or sparkle compared to other diamonds due to their purity. Many large, famous earth-mined diamonds, such as the Cullinan and Koh-i-Noor, are Type IIa.
A renowned example is the “Elizabeth Taylor Diamond,” formerly known as the “Krupp Diamond,” a 33.19 carat Type IIa diamond.
Our white and pink Pure Grown Diamonds are certified as Type IIa diamonds.
02 www.puregrowndiamonds.com OUR CONSUMERS
Our bullseye customer Target Group is millennials, 25 - 40 year old courting males and females with a mean annual income of USD 60k.
Millennials are achievers, go getters, who are striving every moment to make their lives extraordinary. With access and exposure to virtually unlimited information at their fingertips their choice to invest in experiences is noticeable across categories. In this world of chaos and distraction, they are increasingly seeking authenticity and are attempting to find meaning in their choices.
Millennials today are carrying less, hoarding lesser and becoming a lean, digitally mobile generation. They are pragmatic but still have not lost the emotional connect with symbols that truly matter to them.
03 PGD BRAND ESSENCE – ALCHEMY ABOVE EARTH
Pure Grown Diamonds are grown above earth, yet use laws of nature to create a deep brilliance from within. They harness the story of rigor and precision, the magic created from unending support and energy that is poured into its creation.
The same magic is created when a relationship grows brilliant and vibrant with all its imperfections, through endurance and nurtured through love.
A Pure Grown Diamond is a signifier of this journey that enables, empowers and encourages the couple to become bigger and brighter - together and as individuals.
Both ‘Alchemy above Earth’ and ‘Bigger and Brighter’ are to be used as our brand expression across touch-points.
04 METAPHOR FOR THE BRAND PGD - MAGNOLIA
Elegance is timeless. A quality that is the essence of the Magnolia flower.
It possesses an enduring charm, just like Pure Grown Diamonds. Both are born from primeval roots, with beauty that signifies love, grace and strength.
One of the largest flowers known to mankind, the Magnolia's brilliance is unparalleled. Similarly, our most exquisite Type IIa diamonds are bigger for the same value, with a radiance that is second to none.
05 PGD’S GREEN ADVANTAGE
PGD grows Type IIa diamonds by recreating nature’s process above earth while leaving the environment undisturbed. This sustainable and unique Pure Grown Diamond growing technology enables a bigger diamond for the same value, making it a first of its kind.
On the other hand, the level of impact of mined diamonds is in excess of seven times *more than that of grown diamonds. Soil erosion, deforestation, water pollution, human conflict and relocation of indigenous people are just a few of the harmful inevitabilities of mining.
Hence, our conflict free, eco - friendly Pure Grown Diamonds do not undermine the sustainability of natural systems or our environment, allowing future generations to have the natural resources they need.
*Source - Environmental Impact Assessment, Frost & Sullivan Report (November 2014)
GROWING SUSTAINABLY
MINED GROWN DIAMONDS DIAMONDS
Land Excavated
1000s of acres of soil is moved No soil movement while mining diamonds .076 square feet / carat 98 square feet / carat
Carbon Emissions
High air pollution Negligible air pollution 2,011 ounces / carat .001 ounces / carat
Water Usage
Gallons of water used Water usage is lower by a factor of 7 127 gallons / carat 18 gallons / carat
Lost Time Injury Rate
High risk work environment High employee safety standards 8 days/100 employees per year NIL
CERTIFIED & LASER-INSCRIBED
Pure Grown Diamonds are graded by the same independent gemological labs which grade mined diamonds. The unique report number of each certified diamond is laser-inscribed on the girdle of the stone.
06 OUR PROCESS
1. SELECT DIAMOND SEED 2. GROW THE DIAMOND a. Check for the best quality diamond seed. a. The diamond seed is placed into a microwave b. Put the diamond seed on metal disk. plasma chemical vapor deposition chamber. b. A plasma ball is created out of Hydrogen. c. Methane is introduced into the chamber. d. Carbon molecules rain down onto the diamond seed.
3. CUT THE DIAMOND 4. POLISH THE DIAMOND a. After 10-12 weeks a rough diamond is created. a. Diamonds are faceted into desired b. A laser is used to cut the diamonds. shapes by skilled diamond cutters using the same tools and techniques that are used with mined diamonds.
5. PURE GROWN DIAMONDS ARE READY TO SELL a. All Pure Grown Diamonds 1/4 carat and above are laboratory graded and laser-inscribed. b. Pure Grown Diamonds are either mounted into finished jewerly or sold to customers as loose diamonds.
www.puregrowndiamonds.com 07 CORRECT TERMINOLOGY
These terms have been used in a variety of ways, often to confuse, or worse, to intentionally deceive. Below we define these terms to end any confusion. For this purpose we focus on diamonds & how these terms must be applied.
PREFERRED - ABOVE EARTH
OK NOT OK - WORDS OK TO USE - - WORDS NOT OK TO USE -
LAB-GROWN SIMULANT MAN-MADE IMITATION LAB-CREATED SYNTHETIC CULTURED FAKE
Diamond A diamond is a gemstone consisting of a clear and typically colorless crystalline form of pure carbon, though diamonds occur in many other colors.
Simulant & Imitation Simulant and imitation both describe anything that pretends to be something else. When referring to diamonds, these attempt to look like a diamond, but are not a pure carbon crystal. When properly used these terms describe a number of “imposters” created by man such as: cubic zirconia, synthetic moissanite, lead crystal, glass, plastic and more. Most of these don’t look anything like diamonds and all are very easily detected by jewelers and gemologists.
Lead Glass Cubic Moissanite Mined Grown Crystal Zirconia Diamond Diamond
There are a number of natural gemstones that are also used as simulants and diamond imitations. The most commonly used are white sapphire, white topaz, white quartz and zircon (there are others). These substitutes are also easily detected by jewelers and gemologists.
08 www.puregrowndiamonds.com Synthetic Perhaps the most confusing of all the terms is the word “synthetic”. Though the FTC currently lists this as an acceptable term, its dictionary definition (made by chemical synthesis, especially to imitate a natural product) is in direct conflict with the definition of lab grown diamonds. Unfortunately there are many who don’t follow the rules and this term is used to confuse and deceive consumers more than any other. Additionally, in a recent Frost and Sullivan report, an overwhelming number of consumers stated that they understood the term synthetic to be synonymous with “fake”. For these reasons, Pure Grown Diamonds does not use the term “synthetic”. Although cubic zirconia and synthetic moissanite are man-made, the FTC does not allow the use of the terms “synthetic diamond”, “man-made diamond”, “lab-created diamond”, “lab-grown diamond” or “cultured diamond” to be used in reference to any simulant or imitation.
Lab-created, Lab-grown, Man-made & Cultured diamonds All of these terms share the same meaning and are interchangeable. Each of them, when followed by the word diamond, must represent a 100% pure carbon crystal that has been grown in a laboratory and is physically, optically and chemically identical to diamond. REAL diamonds, grown by man, just like those created by Mother Nature – without the destruction to our planet. There are companies using these terms incorrectly in an attempt to deceive and confuse buyers. They suggest and imply they are selling a “pure carbon diamond” that was grown in a laboratory, when often they are selling nothing more than a glorified cubic zirconia. The great news is – gemological laboratories can identify lab-grown diamonds. To protect yourself from fraud, only purchase a lab grown diamond that comes with a certificate from a well-known and respected gemological lab.
We guarantee that all Pure Grown Diamonds are pure carbon diamonds grown in a lab. Our diamonds are physically, optically and chemically identical to earth-mined diamonds. BEAUTIFUL & RARE: TYPE IIA DIAMONDS
PURE pyoor] adjective
1. Not mixed or adulterated with any other substance or material.
2. Free of any contamination.
What is Type IIa? Diamonds are categorized into types based upon the amount and type of chemical impurities present in the diamond crystal at the atomic level – within the crystal lattice. There are four types of diamonds; Type Ia, Type Ib, Type IIa and Type IIb. Of these diamond Types, Type IIa is the most rare, pure and valuable, representing only 1-2% of all mined diamonds.
TYPE I TYPE II DIAMONDS WITH NITROGEN DIAMONDS WITHOUT NITROGEN
TYPE Ia TYPE IIa Nitrogen atom clusters. No Nitrogen atoms. Near Colorless to Light Yellow. Usually Colorless. 95% of mined are Type Ia. Most Pure and Rare.
TYPE Ib TYPE IIb Isolated Nitrogen atoms. Contain Boron atoms. Often Bright Yellow. Blue or Grayish-Blue. Extremely Rare. Rare
What makes them so rare? Type IIa diamonds are almost pure carbon diamonds containing no significant amount of nitrogen in the crystal. Because of the extreme purity of Type IIa diamonds, the natural occurrence of these diamonds is exceedingly rare. When they do occur, the result is an exceptionally colorless crystal that allows light to easily pass through and bounce back producing a gem with stunning brilliance and sparkle.
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