Diamond World (DW): What exactly has CCPA said regarding LGDs that is problematic for the sector?
Vidita Kochar (VK): The Central Consumer Protection Authority (CCPA) recently held a stakeholder consultation to discuss consumer protection measures within the diamond sector, where a key point of discussion was the appropriate labelling and certification of LGDs, particularly whether the term “synthetic” should be applied to these products.
The terminology recommended by the CCPA, if not carefully framed, risks conflating LGDs with simulants like cubic zirconia, leading to consumer confusion. This misrepresentation undermines the legitimacy and value of LGDs, which are chemically and physically identical to natural diamonds. Unlike simulants, which are typically lower in cost and authenticity, LGDs are created using advanced technology, and are identical to their mined counterparts in all key characteristics. Labelling them as “synthetic” risks misleading consumers by implying inferior quality, when, in fact, LGDs are a genuine alternative to mined diamonds.
Industry players, including Jewelbox, have emphasized the importance of transparent labelling and accurate terminology, such as “lab-created” or “man-made” diamonds, to differentiate LGDs from diamond lookalikes. Consumer trust is the cornerstone of the sector, and clear communication is critical to safeguarding it while driving sustainable growth.
DW: Has the LGD segment of the industry held any meeting with the authorities regarding the terminology?
VK: Jewelbox, along with a few other brands in the segment, has submitted a letter stating our concerns to CCPA. The focus remains on ensuring fair representation, and avoiding misleading connotations that could affect consumer perception and industry growth.
