Primo Diamonds, the premier supplier of lab-grown diamonds, has released a new diamond offering for American Gem Society members. This new diamond line, Primo Select, is only available only through AGS Member Stores. The Primo team has over 100 years of collective experience in the diamond trade and are experts in both mined and lab-grown diamonds. With Primo Select, AGS members can be sure that they are getting only the highest-quality lab-grown diamonds.
As lab-grown diamonds become more and more affordable, we will see more of a distinction between lab-grown diamonds used in fashion jewelry and lab-grown diamonds used in luxury jewelry. Luxury lab-grown diamond consumers are interested in the novelty of the technology, the perception of sustainability, and the ability to acquire a much bigger diamond than they thought possible. But not all lab-grown diamonds are the same. There are differences in quality, as different growing methods will result in diamonds of varying color and clarity, and uncontrollable variables can also affect the final product.
While we do have a great deal of control over the diamond growing process, growing diamonds in a lab is as much art form as exact science, as the HPHT method we use mimics the way diamonds grow deep inside the Earth. As a result, not all of the diamonds we grow make it to market. We maintain high standards of quality and offer our customers only the best as-grown material. The diamonds we offer through the Primo Select program are chosen from the top 1% of the gemstone-quality rough diamonds that we produce.
But selecting only the best roughs is only the first step to producing a superior diamond. The beauty of a diamond is dependent on both the quality of the rough and the quality of the cut. It takes an expert eye to spot a high-quality rough and properly evaluate its potential.
But no matter how big, clear, and colorless your rough diamond is, it still takes a master gemcutter to bring out the diamond’s fire, sparkle, and brilliance—those qualities that make diamonds so alluring. Cut is the most important of the 4Cs, and an inferior piece of rough diamond with a superior cut will often look more beautiful than a superior piece of diamond rough with an inferior cut. That’s why we say “The Beauty is in the Cut.” A perfect lab-grown diamond still needs the perfect cut to shine. We combine the top 1% of our diamond selection with a masterful cut, integrating new technology with old-world craftsmanship. The result is Primo Select.
