https://techcrunch.com/2018/05/29/diamond-dynasty-debeers-stoops-to-conquer-with-new-line-of-man-made-diamond-jewelry/

They first launched nearly a decade ago with names like Diamond Foundry, Brilliant Earth, Mia Donna and Pure Grown Diamonds, with millions of dollars in financing and a mission to reshape the diamond industry. They were startups that were going to popularize man-made diamonds for the masses in a way that would make the industry more sustainable and wring billions of dollars from the roughly $100 billion diamond market.

Now, it looks like they’re going to be quarrying up the industry’s remains thanks to news that the DeBeers Group, one of the giants of the jewelry and mining industry, is going to start selling its own brand of jewelry crowned by lab-grown diamonds. Called Lightbox Jewelry, the new brand will launch in September. The idea is to sell the jewelry at a lower price point to consumers who want diamonds but don’t want to have to pay luxury prices for them.