CIBJO has ruled 'synthetic' instead of 'lab-grown' diamonds, and the trade is at a crossroad again. But is the fight worth having? Volkswagen sold small. Stella Artois sold expensive. Perhaps the real question is whether the diamond industry could make 'synthetic' cool. Why wait for nature?

Stella Artois launched the highly successful ‘Reassuringly Expensive’ campaign, turning a costly price tag into a positive signal of quality.

Volkswagen's ‘Think Small’ is one of the most famous campaigns in advertising history, and it convinced a flood of consumers to purchase cars once thought of as ugly.