the beginning truth

Here is how it all started, diamonds were created as a marketing campaign after the De Beers company found an outrageous supply of diamonds in South Africa in 1938 and they needed to make people think that they were, in fact, valuable and scarce.

Yes, what you have been hearing is true, diamonds aren't actually that rare, they have been hoarded by the same company, and a group of companies, that found them in South Africa. They are now holding a monopoly over them and are making them harder to get with an ever-increasing price tag.


The diamond mining industry is destroying our environment. A lot of diamond mining is unregulated and therefore there is no control over its impact on the environment. Mining is not sustainable and is creating extreme amounts of waste for a small number of stones on top of destroying biodiversity in the areas that are mined. If that wasn't bad enough, they are also releasing extensive amounts of carbon emissions into the air from diamond exploration and mining.

This irresponsible mining has caused soil erosion and deforestation and has forced many local communities to relocate. In extreme cases, diamond mining can even cause entire ecosystems to collapse. To find a single 1-carat diamond, between 88,000 and 176,000 pounds of dirt must be sifted through. This means that diamond mines are some of the largest man-made holes on Earth and have seriously affected ecological systems.


blood diamonds & violence

Even though many harsh civil wars have finally ended, violence in diamond mines remains a serious problem and continues to this day. Many diamonds are still stained by severe human rights abuses such as forced labor, beatings, torture, and murder. Almost 25% of diamonds sold today are blood diamonds.


The idea of spending thousands of dollars on a diamond has become less appealing as lab-grown diamond alternatives have gained massive traction. These lab-grown diamond alternatives look very similar to mined diamonds and can cost around up to 75% less.

Nearly 70% of Millennial age respondents to a new MVI Marketing consumer research study (conducted online among 1,010 respondents, ages 21-40, from April 27-30) say they would consider a lab-grown diamond for a center stone in an engagement ring. The findings represent a 13% increase from a similar study that MVI conducted one year ago.

In MVI's study, most respondents who either "agree" or "strongly agree" with the statement "I would consider a lab-grown diamond because I can get a bigger diamond for the same prices as a smaller mined diamond" had household incomes ranging from $35,000 to $75,000.



Let's face it, you want the look and feel of a diamond engagement ring, but you want it to be affordable and conflict-free. With moissanite you can get just what you are looking for, while also getting something that is unique and in style, not to mention ethical and environmentally friendly. In fact, because our lab-grown diamond alternative is less expensive than mined diamonds, you can create an engagement ring with a custom design while staying within your budget. You can get moissanite in a number of different shapes and settings. You can go for the more traditional shapes such as round, princess, If that doesn't fit your style, moissanite can be found in more trendy shapes as well, such as cushion, oval, and emerald. As for settings, our moissanite can be placed in any setting of your choosing, giving you a wide range of stylish options.