At the Hong Kong Jewellery Show this year, one banner stood out among all the sparkle:
“We charge only for the gold, lab diamonds are free.”
A statement like this doesn’t just promote a brand; it sends a shockwave through the entire industry. It reflects how lab-grown diamonds, once positioned as luxury disruptors, are now being treated as abundant and disposable , almost a by-product. The weight of value, it seems, is shifting firmly back to gold, the one element with an unquestionable, timeless worth.
If this idea catches on globally, Dubai will inevitably feel its impact. Dubai has built its reputation as a world capital for fine jewelry, where diamonds , natural or lab-grown , carry aspiration, legacy, and prestige. To see diamonds reduced to “free add-ons” challenges that entire positioning.
The outcome could go in two directions. On one side, it may encourage a more democratic market, where the focus is on gold as the true investment and diamonds are simply the aesthetic sparkle that completes the piece. On the other, it risks stripping diamonds of their emotional and perceived value , something Dubai has carefully cultivated over decades.
The challenge ahead is how the city’s jewelers and brands respond. If lab diamonds are everywhere and offered as giveaways, then the differentiator must shift to craftsmanship, design, and storytelling. Value will no longer come from the stone alone, but from the artistry, heritage, and trust behind it.
That banner in Hong Kong was not a gimmick. It was a glimpse into how quickly consumer perceptions are changing. For Dubai to retain its crown as the jewelry capital of the world, it must define the next chapter of luxury , one where meaning and artistry outweigh the commoditization of materials.
Explore our lab diamond jewelry collections on our website and see how artistry transforms sparkle into statement.
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