Traditionally, too, diamonds are valued and certified against the four Cs – clarity, cut, carat weight and colour. We have this very complicated, intense technology underpinning the brand but it serves to help us tell our story, which is that we see a better future for diamonds. We talk about morphing and alchemising carbon into a better version of itself. How do you translate such a technical process into romantic storytelling? Marketing is everything for diamonds: a diamond is for ever, a girl’s best friend. To quantify that, it’s about about two-and-a-half years of carbon offsets per person, so a one-carat diamond to offset your carbon footprint is pretty fantastic, and meaningful too.
Diamonds are measured in carats, and on a per-carat basis, we're removing 20 metric tons of CO2 out of the atmosphere. This is turned into a usable base, which we put into a lab-grown diamond reactor to create Aether Diamonds. This is put into canisters, and at the next stage, we filter out the carbon and isolate it. They pull air from the atmosphere and capture carbon dioxide among other things in a filter grid. We begin with atmosphere vacuums, which are like a fan but in reverse. How do your carbon-negative diamonds clean up the environment? You describe this as 'turning pollution into a solution ’. It’s not just a new process but the vision we have for taking something that is inherently either displeasing, wrong or ugly and turning it into something beautiful. We’re taking carbon back and turning it into diamonds. Right now, you have the two categories of mined diamonds and lab-grown diamonds, but we're trying to create a third category, the Aether diamond. What we’re trying to do with Aether is to position ourselves as the next frontier for the diamond industry. They have an opportunity to educate the general public about their data calculation process, forcing other lab-grown diamond suppliers to follow suit.After the advent of lab-grown diamonds, how is Aether seeking to disrupt the diamond industry further? As the world’s first carbon-negative diamond supplier, we believe Aether has a responsibility to demystify carbon removal calculations. But without a third party regulating measurements, it’s hard to know if companies are walking the talk. They use the data to explain carbon footprint in simple terms, such as household, consumption, and transportation emissions.Īs we’ve reached a tipping point in climate change, more and more companies continue to claim they are removing carbon from the environment. Aether helps consumers better understand their carbon footprint by answering a quick survey about their habits. To a scientist, this number seems significant, but it’s a difficult concept to grasp since it's invisible to the consumer. The average American has an annual carbon footprint of ~16 metric tons, so most diamond purchases will cancel a year’s worth of personal emissions. Aether found an opportunity to combat these high costs by creating their diamond business, turning each ton of CO2 into millions of revenue.Ĭreating a one carat Aether diamond requires 20 metric tons of CO2. Taking a page out of the plant-based meat playbook, Aether has an opportunity to emphasize the authenticity of their diamonds throughout their consumer’s purchasing journey to continue taking market share from traditional mined diamonds.Īlthough carbon capture technology effectively pulls CO2 out of the air, the machines were always too expensive to run on a regular basis, costing $600-$1,000 per a ton. Conversely, the average consumer couldn’t consider the environmental benefits unless the plant-based meat met their basic expectations–price, convenience, and taste (replacing authenticity). Environmentalists mainly purchased plant-based meat because of its positive impact on the environment. Luckily, lab-grown diamonds already check the first two boxes.īased on recent history, we believe the adoption of lab-grown diamonds will follow a similar trajectory as plant-based meat. The average consumer will not even consider the environmental benefits unless their diamond purchase meets their basic expectations– price, convenience, and authenticity. To appeal to the average consumer, Aether needs to educate their audience on the authenticity of lab-grown diamonds since most diamond owners in the United States still deem them as artificial and fake ( Bain & Company's Global Diamond Report, 2021). Throughout their website, they emphasize the positive impact Aether diamonds have on the environment. Today, Aether consciously caters their experience to their top customer: environmentalists. Demystifying the authenticity of lab-grown diamonds.
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