New York: Swarovski, which ventured into the lab-grown diamond business last May, is going to cut a wide swath this coming Sunday at the Academy Awards ceremony showing off synthetic diamond jewellery created by its subsidiary, Atelier Swarovski specially for the occasion. The move will be underpinned by Suzy Cameron’s Red Carpet Green Dress initiative featuring eco-friendly gowns for the Oscars red carpet.
In the words of Nadja Swarovski, who is a member of the company's Executive Board, the fine jewelry collection of created diamonds and crystals offered for this red-carpet season reflects the company’s “120-year heritage, and the innovation, craftsmanship and sustainability” embedded in its DNA.
Swarovski joined the lab-made diamond market by launching its exclusive DIAMA Brand last May saying it embodied the company’s “fascination and respect for the environment and Earth's organic treasures” and that its jewels were made “exclusively with Swarovski Created Diamonds, socially conscious and conflict-free.”
Swarovski’s intention to display lab-made diamonds at the Academy Awards appears to coincide with the launch of the “Real is Rare. Real is a Diamond” campaign by the Diamond Producers Association at the same event. In a recent presentation at the Israel Diamond Exchange, DPA CEO Jean-Marc Lieberherr said that the ad featuring the television premiere of "Runaways," will be presented in a 15-second format on the ABC TV network, which will air the award ceremony.
