Gemesis has just launched its e-commerce site, which will make it easy for consumers to purchase one or more of its “lab-created” diamonds. Jewels that many people would label fakes.

However, the company is proudly touting the value of these unnatural gems. The company is quick to point out that the quality of its diamonds are “equal to the best quality mined diamonds.” Moreover, they say their diamonds are “all certified as Type IIa,” a rare marker for mined diamonds.

And perhaps, most importantly given a recent BBMG Conscious Consumer Report, these gems are sustainable and conflict-free.

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