EXCLUSIVE: Swarovski to Launch Lab-Grown Colored Diamonds

PARIS — Swarovski is launching a new kind of lab-grown diamonds — ones with colors. “We love to cut, we believe we’re real master cutters, so this category always intrigued us,” said Markus Langes-Swarovski, member of the company’s executive board, speaking of lab-grown diamonds. The company tested lab grown diamonds in 2016, and began offering white lab grown diamonds two years later. The stones will be presented during Couture Fashion Week in Paris. “We have tried to be the original purveyor of brilliance in all kinds of materials, not only crystal,” he said, citing zirconia stones as an example. “To really translate the magic of Swarovski for that category, we really believe that color is, I think, the right approach,” he added. “If you look into the field of mined diamonds, the colors are very, very rare, so we thought we have to celebrate human ingenuity and create a beautiful palette of 16 colors that are also available in the minefield but very, very seldom and very expensive because of the rarity of these diamond colors,” he added. Drawing on its marketing expertise, the company has divided the new colors into four pillars, giving them specific references: fashion art, music and architecture. Each pillar will feature

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