The US-based lab-grown diamond manufacturer recently appointed a new president and CEO, Lisa Bissell, who was said to have 26 years’ experience in the diamond industry.
A statement by the company said that Bissell was “committed to promoting transparency within the grown diamond industry and is recognised for her business ethics and fair practices”.
Just one day following the announcement, it was revealed that the new CEO would be spearheading a rebranding campaign that involved dropping the company’s trading name, Gemesis, in favour of Pure Grown Diamonds.
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“The new name reinforces our commitment to disclosure and transparency,” Bissell stated. “This will be the mantra of Pure Grown Diamonds. We will continue working to make lab-grown diamonds a choice for consumers and a valuable opportunity for the industry. Offering lab-grown diamonds that are certified and sustainable also supports existing industry commitments to responsible sourcing.”
Troubled history
Gemesis’ rebranding and its strong emphasis on transparency could be perceived as an effort to dissociate from previous speculation and confusion.
As previously reported by Jeweller, De Beers’ Diamond Trading Company at one stage inferred that the company was involved in the circulation of a sample of undisclosed synthetic diamonds that was discovered by an Antwerp-based International Gemological Institute laboratory in May 2012.
At the time, then Gemesis CEO Stephen Lux denied the insinuation – only months before he reportedly filed a lawsuit against Gemesis for wrongful termination. Past reports have also caused confusion regarding the status of the company’s ownership and operations.
The most recent press release issued by the company stated, “Gemesis Inc. is a privately held company based in New York, NY. Founded in 2013, Gemesis is the principal distributor of Type llA gem-quality Grown Diamonds and Grown Diamond Jewelry in colorless and fancy colors.”
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