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A L C H E M YA B O V E E A R T H
ABOUT PURE GROWN DIAMONDS
Conceived in 2014, Pure Grown Diamonds (PGD) has been growing
steadily in the USA’s big and small multi-brand jewelry retail stores.
It distinguishes itself sharply in the very source of the jewels – they
are grown above the earth. A state of the art facility uses cutting
edge technology in an environment that mimics nature below the earth.
PGD is built on an intensely sharp competitive advantage – ability to
produce very high quality Type IIa diamonds that can go upto 5 carat
stone in cut and polished form. Since these diamonds are sustainably
grown above earth with fair production practices, they are ethical in
the truest sense and leave a significantly smaller carbon footprint
when compared to mined diamonds.
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OUR PRODUCT
Pure Grown Diamonds are grown above the earth using cutting-edge
technology that allows consistent production of high quality, stunning
Type IIa diamonds with unmatched brilliance. Our diamonds range go up
to 5 carats, making them the perfect representation of the unique
relationship the couple shares. We offer a variety of loose diamonds and
finished jewelry.
What are Type IIa diamonds?
Diamond is 99.95 percent carbon. The other 0.05 percent can include one or more trace elements, or impurities, which are atoms that aren’t part of the diamond’s essential chemistry.
Diamond type is a method of scientifically classifying diamonds, both grown and mined, by the level and type of their chemical impurities.
Extremely rare in nature, Type IIa diamonds account for less than 2% of the world’s mined diamonds.
They are almost or entirely devoid of impurities and are considered to be the purest form of diamond known to man.
Because of these negligible inclusions light passes through the stone making them more beautiful and valuable.
Type IIa diamonds have superior brilliance with more scintillation or sparkle compared to other diamonds due to their purity. Many large, famous earth-mined diamonds, such as the Cullinan and Koh-i-Noor, are Type IIa.
A renowned example is the “Elizabeth Taylor Diamond,” formerly known as the “Krupp Diamond,”
a 33.19 carat Type IIa diamond.
Our white and pink Pure Grown Diamonds are certified as Type IIa diamonds.
OUR CONSUMERS
Our bullseye customer Target Group is millennials, 25 - 40 year old
courting males and females with a mean annual income of USD 60k.
Millennials are achievers, go getters, who are striving every moment
to make their lives extraordinary. With access and exposure to virtually
unlimited information at their fingertips their choice to invest in
experiences is noticeable across categories. In this world of chaos and
distraction, they are increasingly seeking authenticity and are
attempting to find meaning in their choices.
Millennials today are carrying less, hoarding lesser and becoming
a lean, digitally mobile generation. They are pragmatic but still have
not lost the emotional connect with symbols that truly matter to them.
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PGD BRAND ESSENCE – ALCHEMY ABOVE EARTH
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Pure Grown Diamonds are grown above earth, yet use laws of nature to
create a deep brilliance from within. They harness the story of rigor and
precision, the magic created from unending support and energy that is
poured into its creation.
The same magic is created when a relationship grows brilliant and
vibrant with all its imperfections, through endurance and nurtured
through love.
A Pure Grown Diamond is a signifier of this journey that enables,
empowers and encourages the couple to become bigger and
brighter - together and as individuals.
Both ‘Alchemy above Earth’ and ‘Bigger and Brighter’
are to be used as our brand expression across touch-points.
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METAPHOR FOR THE BRAND PGD - MAGNOLIAElegance is timeless. A quality that is the essence of the Magnolia flower.
It possesses an enduring charm, just like Pure Grown Diamonds.
Both are born from primeval roots, with beauty that signifies love,
grace and strength.
One of the largest flowers known to mankind, the Magnolia's brilliance is
unparalleled. Similarly, our most exquisite Type IIa diamonds are bigger
for the same value, with a radiance that is second to none.
PGD’S GREEN ADVANTAGEPGD grows Type IIa diamonds by recreating nature’s process above earth while leaving the environment
undisturbed. This sustainable and unique Pure Grown Diamond growing technology enables a bigger
diamond for the same value, making it a first of its kind.
On the other hand, the level of impact of mined diamonds is in excess of seven times *more than that of
grown diamonds. Soil erosion, deforestation, water pollution, human conflict and relocation of indigenous
people are just a few of the harmful inevitabilities of mining.
Hence, our conflict free, eco - friendly Pure Grown Diamonds do not undermine the sustainability of natural
systems or our environment, allowing future generations to have the natural resources they need.
*Source - Environmental Impact Assessment, Frost & Sullivan Report (November 2014)
CERTIFIED & LASER-INSCRIBEDPure Grown Diamonds are graded by the same independent gemological labs which grade mined diamonds.
The unique report number of each certified diamond is laser-inscribed on the girdle of the stone.
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GROWING SUSTAINABLY
MINEDDIAMONDS
GROWNDIAMONDS
Land Excavated
Carbon Emissions
Water Usage
Lost Time Injury Rate
1000s of acres of soil is movedwhile mining diamonds
98 square feet / carat
No soil movement.076 square feet / carat
High air pollution
2,011 ounces / caratNegligible air pollution
.001 ounces / carat
Gallons of water used
127 gallons / caratWater usage is lower by a factor of 7
18 gallons / carat
High risk work environment
8 days/100 employees per yearHigh employee safety standards
NIL
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OUR PROCESS
a. Check for the best quality diamond seed.
b. Put the diamond seed on metal disk.
1 . SELECT DIAMOND SEEDa. The diamond seed is placed into a microwave
plasma chemical vapor deposition chamber.
b. A plasma ball is created out of Hydrogen.
c. Methane is introduced into the chamber.
d. Carbon molecules rain down onto the
diamond seed.
2. GROW THE DIAMOND
a. After 10-12 weeks a rough diamond is created.
b. A laser is used to cut the diamonds.
3. CUT THE DIAMONDa. Diamonds are faceted into desired
shapes by skilled diamond cutters using
the same tools and techniques that are
used with mined diamonds.
4. POLISH THE DIAMOND
a. All Pure Grown Diamonds 1/4 carat and above are
laboratory graded and laser-inscribed.
b. Pure Grown Diamonds are either mounted into finished
jewerly or sold to customers as loose diamonds.
5. PURE GROWN DIAMONDS ARE READY TO SELL
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CORRECT TERMINOLOGY
These terms have been used in a variety of ways, often to confuse, or worse, to intentionally deceive.
Below we define these terms to end any confusion. For this purpose we focus on diamonds & how these
terms must be applied.
DiamondA diamond is a gemstone consisting of a clear and typically colorless crystalline form of pure carbon,
though diamonds occur in many other colors.
Simulant & ImitationSimulant and imitation both describe anything that pretends to be something else. When referring to
diamonds, these attempt to look like a diamond, but are not a pure carbon crystal. When properly used
these terms describe a number of “imposters” created by man such as: cubic zirconia, synthetic
moissanite, lead crystal, glass, plastic and more. Most of these don’t look anything like diamonds and
all are very easily detected by jewelers and gemologists.
There are a number of natural gemstones that are also used as simulants and diamond imitations. The
most commonly used are white sapphire, white topaz, white quartz and zircon (there are others). These
substitutes are also easily detected by jewelers and gemologists.
OK- WORDS OK TO USE -
LAB-GROWNMAN-MADE
LAB-CREATEDCULTURED
NOT OK- WORDS NOT OK TO USE -
SIMULANTIMITATION
SYNTHETICFAKE
PREFERRED - ABOVE EARTH
Lead GlassCrystal
CubicZirconia
Moissanite MinedDiamond
GrownDiamond
SyntheticPerhaps the most confusing of all the terms is the word “synthetic”. Though the FTC currently lists this
as an acceptable term, its dictionary definition (made by chemical synthesis, especially to imitate a
natural product) is in direct conflict with the definition of lab grown diamonds. Unfortunately there are
many who don’t follow the rules and this term is used to confuse and deceive consumers more than any
other. Additionally, in a recent Frost and Sullivan report, an overwhelming number of consumers stated
that they understood the term synthetic to be synonymous with “fake”. For these reasons, Pure Grown
Diamonds does not use the term “synthetic”. Although cubic zirconia and synthetic moissanite are
man-made, the FTC does not allow the use of the terms “synthetic diamond”, “man-made diamond”,
“lab-created diamond”, “lab-grown diamond” or “cultured diamond” to be used in reference to any
simulant or imitation.
Lab-created, Lab-grown, Man-made & Cultured diamondsAll of these terms share the same meaning and are interchangeable. Each of them, when followed by
the word diamond, must represent a 100% pure carbon crystal that has been grown in a laboratory and is
physically, optically and chemically identical to diamond. REAL diamonds, grown by man, just like those
created by Mother Nature – without the destruction to our planet. There are companies using these terms
incorrectly in an attempt to deceive and confuse buyers. They suggest and imply they are selling a “pure
carbon diamond” that was grown in a laboratory, when often they are selling nothing more than a
glorified cubic zirconia. The great news is – gemological laboratories can identify lab-grown diamonds.
To protect yourself from fraud, only purchase a lab grown diamond that comes with a certificate from a
well-known and respected gemological lab.
We guarantee that all Pure Grown Diamonds are pure carbon diamonds grown in a lab. Our diamonds are
physically, optically and chemically identical to earth-mined diamonds.
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What is Type IIa?Diamonds are categorized into types based upon the amount and type of chemical impurities present
in the diamond crystal at the atomic level – within the crystal lattice. There are four types of diamonds;
Type Ia, Type Ib, Type IIa and Type IIb. Of these diamond Types, Type IIa is the most rare, pure and
valuable, representing only 1-2% of all mined diamonds.
What makes them so rare?Type IIa diamonds are almost pure carbon diamonds containing no significant amount of nitrogen in the
crystal. Because of the extreme purity of Type IIa diamonds, the natural occurrence of these diamonds is
exceedingly rare. When they do occur, the result is an exceptionally colorless crystal that allows light to
easily pass through and bounce back producing a gem with stunning brilliance and sparkle.
BEAUTIFUL & RARE:TYPE IIA DIAMONDS
PURE [pyoor]adjective
1. Not mixed or adulterated with any other substance or material.
2. Free of any contamination.
TYPE Ia
Nitrogen atom clusters.
Near Colorless to Light Yellow.
95% of mined are Type Ia.
TYPE Ib
Isolated Nitrogen atoms.
Often Bright Yellow.
Extremely Rare.
TYPE IIa
No Nitrogen atoms.
Usually Colorless.
Most Pure and Rare.
TYPE IIb
Contain Boron atoms.
Blue or Grayish-Blue.
Rare
TYPE IDIAMONDS WITH NITROGEN
TYPE IIDIAMONDS WITHOUT NITROGEN
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