Become A Princess with ALTR Diamonds


Let’s face the truth! Us ladies love to gravitate to glitzy, glittering and sparkling jewelry. Wearing diamonds make us feel special and turns on the (imaginary) spotlight. We sat down with Amish Shah, CEO of ALTR to learn more about diamonds, how they are made and the impact they have on the way a woman feels and sees herself.

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How are lab grown diamonds made?

There are two processes in which lab grown diamonds are created. In one of process the diamonds are created by replicating certain favorable conditions that naturally exist 87 to 118 miles below the earth’s surface in the mantle of the earth. A sliver of an existing high quality diamond, otherwise known as a seed, is placed in an environment that contains a specific recipe of carbon compounds at great pressures and temperatures. There is also a second method, Chemical Vapor Deposition, where the crystals are formed in layers like semiconductors. Each process results in a real diamond. We employ the Chemical Vapor Deposition method to grow ALTR Created Diamonds as per the specific requirement for the jewelry we make. What results is a rough diamond with all the natural properties of a mined diamond. Depending on color and size, it can take between 18-25 days to create a diamond. 

How do they compare to mined diamonds?

Created diamonds are identical in chemical, optical and physical composition to mined diamonds. They are composed of incredibly pure crystal carbon as a single crystal, just like the mined diamonds.

What future do you predict for the lab created diamond market?

The diamond industry is witnessing a game changing moment right now and ALTR created diamonds is at the forefront of this disruption. Prestigious financial institutions like Morgan Stanley and Citibank have published studies that have predicted geometric growth in the lab grown diamond category for the foreseeable future, we are already seeing that happen. The planet is showing it’s fragility and in every way lab grown diamonds are far less harmful to the environment than mining. Smarter and greener ways of making everything in every industry is the future and we are part of that. For instance, the facility where we grow our diamonds is entirely powered by windmills.

14kt Rose gold time and eternity pendant with box chain – Retail: $999

What do consumers look for in diamonds and jewelry?

A diamond has the unique ability to change the way a woman looks at herself, in her own mind. It turns on an imaginary spotlight on her. From a woman, she becomes a princess. Which is why, the size and brilliance of a diamond matters. Because, we aren’t talking about the diamond – we are talking about the size of the spotlight on her. Consumers seek a brand that enables them to fulfill this desire. A brand that allows them to take home a more stunning diamond.

What are some of the challenges the lab grown diamond market is facing?

To date misinformation and deliberate disinformation has been the biggest issue it has been difficult for the public to absorb the fact that lab grown diamonds are real diamonds. So, education is the key as is the endorsement of the industry and tastemakers. However, all of that is happening right before our eyes the category is emerging, perhaps even faster than predicted.

What makes ALTR created diamonds the better choice?

All ALTR created diamonds are type IIA, the purest and most valued type of diamond. This is the purest gem carbon crystal available and it has the most desirable optical characteristics. The Koh-I-Noor, The Elizabeth Taylor Diamond (Krupp), The Regent Diamond and The Star of The South are all famous type IIA stones. Type IIA accounts for less than 2% of mined diamonds. ALTR also offers a range of personalization and exciting prices to the customers, which makes it a great value addition to all retailers.

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By Alissa Zarrabi

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