SPOTLIGHT JNA LAB-GROWN DIAMOND SPECIAL 2023 | 8 Hong Kong-based lab-grown diamond manufacturer Rockrush leads LGD advancements on multiple fronts as the company aims to expand its global reach. 香港地区实验室培育钻石 生产商Rockrush积极开拓全球市场，从多角度带领业界发展。 Multipronged approach to success Rockrush: Rockrush is at the forefront of developments in the lab-grown diamond (LGD) space, from product and market expansion to technological innovation and consumer education. The company is aiming to take advantage of manifold growth opportunities in the trade on the back of soaring interest in LGDs, shared Smit Virani, director of Rockrush. He remarked, “We expect Rockrush to further grow in popularity and become more mainstream in 2023 as we offer a wider range of LGD products, including larger stones and more intricate designs.” Rockrush is also taking the lead in consumer education and providing pertinent information about the benefits of buying LGDs and how these compare to natural diamonds. “Technological advances in LGD production will also continue to drive innovation in the industry,” added Virani. “We can expect to see improvements in the quality and consistency of LGDs as well as new techniques for creating unique colours and shapes.” Overall, Virani is anticipating robust business for Rockrush moving forward, with the manufacturer’s online platform playing a critical role in sourcing high-quality LGDs as well as in disseminating LGD education to consumers. Power of brands Major brands are increasingly offering LGD jewellery collections while some, such as Pandora, are now using LGDs in place of natural diamonds. According to Virani, this development impacts the industry in varied ways: Increased competition, improved consumer awareness and greater acceptance of LGDs. Competition is likely to intensify as more players enter the LGD business. This could bolster overall interest in LGDs and demand for better-quality products as companies strive to stand out and capture a larger market share. Renowned brands selling LGD jewellery, meanwhile, could help to “legitimise the sector” and make it more socially acceptable, explained Virani. “This could encourage more people to consider LGDs as a viable alternative to mined diamonds,” he added. “Major brands have a significant marketing and advertising budget, which they can use to educate consumers about LGDs. This 多箭齐发创佳绩
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