As the LGD category transitions from newfangled outlier to popular (and necessary) alternative, the value proposition has evolved—as have the conversations retailers should be having with consumers With consumer interest in laboratory-grown diamonds (LGDs) rapidly increasing and currently accounting for 10% of the diamond engagement ring market, what’s the best way to market these stones to consumers? Most retailers who spoke with JCK are sticking with a formula that looks something like this: “We focus our bridal business on showing natural diamonds first, then lead into lab-grown diamonds as a secondary option,” says Amy Corey, diamond buyer at Day’s Jewelers, a retailer with locations in Maine and New Hampshire. “When speaking about lab-grown