By  on March 14, 2018

As the natural diamond industry continues to try its hand at wooing Millennial shoppers, the lab-grown diamond sector is attracting new and young consumers en masse. Companies such as ALTR, a “created diamonds” company, produce lab-grown diamonds that appeal to Millennials for its more affordable price points and vertically aligned, sustainable business model that meets current customer demands.

ALTR founder and president Amish Shah explained that the natural diamond industry’s downturn might be the result of businesses losing touch with the consumer as well as perpetual “poor marketing.” Shah attributes the height of the industry’s success to clever and impactful marketing campaigns — such as De Beers’ “A Diamond Is Forever” tag line, originally from 1948 — which have waned in popularity over the years.

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