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Real Diamond Jewelry for 50 Percent Less! Just Don’t Call It Natural

The centuries-old diamond industry is getting shaken up by small producers and industry giants alike.Plus, at the retail level, lab diamonds simply offer a lower-­priced option. “If a consumer has the opportunity to buy a 50 percent larger diamond at the same price, what is she going to go home with?” asks Amish Shah, CEO of ALTR Created Diamonds. “No woman will say one is too big for her finger.”

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