SEO: More Than Keywords, It’s About Trust
At the Converge 2024 event in Carlsbad, organized by the American Gem Society and GIA, Sarah Hartsell Emery of Jewel360 delivered a critical message: SEO is not about keyword stuffing or generic AI blogs. Google rewards authoritative, human-centered content that answers real questions.
She urged jewelers to highlight expertise through “About Me” pages and consistent storytelling. Consumers, even those not buying online, use websites to evaluate trust. She also pointed to Reddit as a valuable—if time-consuming—space for organic engagement. The real challenge for jewelers is whether they can compete digitally with other luxury sectors that have already mastered these strategies. Lab-Grown Diamonds Guide
Diamond Origins: The Scientific Controversy
Mike Jollands, GIA’s senior director of research projects, addressed one of the industry’s most pressing ethical issues: determining a diamond’s country of origin. Unlike colored gemstones, diamonds form deep within the Earth under conditions too uniform to leave reliable trace elements.
Attempts to use destructive testing have failed, leading academics and GIA alike to conclude that there is no reliable scientific method to pinpoint origin. This creates a paradox: in an era of ethical sourcing and consumer demand for transparency, can the diamond industry thrive without definitive answers?
From Stardust to Ethical Jewelry Questions
Elizabeth West of De Beers reminded attendees of the romance behind diamonds. She described them as cosmic artifacts, carbon crystals forged 3.5 billion years ago, connecting humanity to the stars. This narrative captures the emotional essence of diamond ownership.
But here lies the tension: if diamonds are celebrated for their cosmic story, what happens when consumers embrace lab-grown diamonds? They share the same carbon structure yet lack geological serendipity. Are lab-grown stones erasing the mystique of nature, or democratizing access to beauty?
Industry Outlook: Disruption or Expansion?
Harold Dupuy of Stuller took a pragmatic stance. Jewelry sales in the U.S. surpassed $100 billion in 2024, proving resilience. Store closures, paradoxically, may strengthen survivors by expanding market share. But his boldest claim was clear: lab-grown diamonds are a permanent paradigm shift.
He compared them to Uber and Airbnb: disruptors that matured into parallel markets. For jewelers, this means adaptation, not rejection. Lab-grown creates a lower entry point for new customers—just as “everyone who wears a fake Rolex eventually wants the real one.” Dupuy argued that rather than undermining natural diamonds, lab-grown broadens the customer base.
The Future at a Crossroads
Converge 2024 revealed the jewelry industry’s defining debate: can it preserve its traditions while embracing disruption? From lab-grown diamonds vs natural diamonds debates to the rise of sustainable gemstones jewelry brands, the future hinges on whether ethical jewelry is defined by science, storytelling, or accessibility.