Retail experts and jewelers lay out the best strategies for selling lab-grown and mined diamonds together As the awareness and availability of lab-created diamonds have increased sharply within the past few years, this alternative to mined diamonds presents both a challenge and a tremendous opportunity for savvy jewelers. But it takes a deft touch to sell these gems alongside traditionally sourced diamonds. “It's a relatively new category, but it’s growing really quickly in both bridal and in fashion,” says Marty Hurwitz, cofounder of MVI Marketing, based in Austin, Texas. “Retailers, even those that were early on a little resistant to the newness of it and the nontraditional nature, are very quickly gr