Mr Anup Zaveri in this exclusive spoke to The New
Jeweller bureau about his expansion into Lab grown
diamond sector and gave his opinion on why the lab grown
diamond sector is destined to become a huge Industry.
Excerpts:
Real Illusion is a well-diversified Lab grown diamond
company from the house of Polar Star. What are the key
factors that have led to this diversification from natural
Diamond business to Lab grown?
We asked ourselves whether a diamond that caused injury
to the environment or suffering to an individual or
community can truly bring joy to its wearer? We realised
that it is difficult to enjoy jewellery completely when it has
a dark history. We then asked ourselves whether there is a
way to give you diamonds that bring untainted joy. Science
had the answer: ‘Diamonds produced due to chemical
vapour deposition (CVD)”. We realised that this was the
future of diamond manufacturing.
We are a CVD diamond manufacturer that puts sustainability front and in the centre. We believe that if a
diamond is created through a process that respects nature
and humanity, it is truly priceless: just how a diamond
should be. The chemical vapour deposition process of
creating diamonds allows us to fashion diamond jewellery
that is simultaneously real, ethical, and affordable. This
combination of authenticity and empathy is what makes
every Real Illusion diamond a “Joyful and No Guilt”
purchase. We aim to be a CVD diamond manufacturer that
puts heart into the art of diamond manufacturing.
“Welcome to the diamonds of tomorrow.”
When nature creates diamonds, it puts its best foot
forward. The result is enchanting rocks of pure beauty.
However, the process of bringing these diamonds to you is
often one that damages the environment and negatively
impacts wildlife and human life. This is not the case with
man-made diamonds, i.e., it is not the case with the
diamonds crafted in our lab. The lab-based process of
forming diamonds offers the same results as the natural
process: you get real diamonds. You don’t compromise on
authenticity, but you save on huge expenditure. At the
same time, these are diamonds that come without a painful
backstory. They are guilt-free and therefore more priceless. Man-made diamonds are a chance for us to revel
in the joy and splendour of diamonds without worrying
that our happiness has come at the expense of nature or of
an innocent life. They are diamonds of tomorrow. We are
offering them to you today in the hope of encouraging you
to make sustainability a reality. Say yes to better
diamonds. Say yes to a *Real Illusion. *
Today lab grown diamonds are competing with Natural
Diamonds majorly on pricing. Is this true? If yes, what is
your opinion to compliment both the sectors
simultaneously so that each sector sees growth?
Natural Diamond & Lab Grown Diamond, are not
competing with each other, they have their own space in
the diamond industry. One who wants to buy natural
diamond will buy natural diamond and at the same time
huge growth is happening in Lab Grown Diamond sector.
Basically, the United States of America has accepted it
very well and I believe both the businesses are doing well
in their own niche markets and there is no competition
happening absolutely & our goal is to reach every woman
on this earth and she should wear Diamond and it should
be affordable to her.
Real Illusion has indeed made a mark in the Lab
grown Diamond supply chain. Please
share with us your experience in
the growth path and
request you to give our
readers some of your client
experiences.
“Real Illusion” was formed in 2019
and we installed our machines in Jaipur in January 2020
but, in the month March 2020 the world went under
lockdown because of the Pandemic. The real story and
operations began in the month of June 2020, from then on
from 20 machines today we have progressed up to 80
reactors in our factory, which is giving a substantial
production. Our R&D team comprising of PhD levels are
doing very well and improving the production and
capacity on a daily basis. The product has improved a lot
and we can deliver the best possible product today, which
is the oath that we have taken for expansion.
As far as the client experience is concerned, most of the
millennials would want to buy Lab grown Diamond today
& they are very happy to see the pricing as it is pocket
friendly, and they don’t have to spare their holidays to own
a Diamond today.
Which of the International markets do you see as a robust
future for Lab grown diamond jewellery? Tell us about your
existing reach and what would be your team strategy to
penetrate and grow in the region of choice?
Today the robust future in the Lab Grown Diamond is of
course United States and I see very clearly that within
couple of years India would lead the Lab Grown market
and be the 2nd largest after United States. That would really be great for our business too in India for expansion
as affordability is the key. When more number of people
can afford Lab grown diamond jewellery, the customers
are destined to increase with time.
As the custodians of customs in Bharat Diamond Bourse,
please tell us about the steps taken?
As far as Bharat Diamond Bourse is concerned, we are the
custodians of the customs here & more than 90% of the
Diamond export in India happens from here. I believe that
we have given the best platform & best of facilities to the
customs to take care of the industry very well and do the
needful.