Editor’s Note
This article examines the market debut of affordable synthetic diamonds by retailer Zeeman, exploring whether this represents a genuine technological breakthrough or a marketing novelty. It touches on broader questions of value, accessibility, and the evolving definition of luxury in the gemstone industry.
You read that right: the Dutch retail chain Zeeman is offering its customers the chance to buy a gift with a luxurious appearance at a low price. Synthetic diamonds that cost your wallet only 29.99 euros. A tempting offer already out of stock on their websites. “Cheap” diamonds, is that really possible? Is it a technical advancement or rather a fantasy?
The Zeeman chain has claimed since its founding to offer “good quality at the lowest possible price”.
In its latest campaign, unveiled this Tuesday, September 2nd, the brand announced its entry into “the world of diamonds”.
In Belgian stores, customer opinions regarding this “cheap” diamond are mixed. Some are delighted, a few are surprised, while others don’t believe it at all. Despite the criticism, synthetic diamonds are nevertheless gaining popularity.
For its part, the hard discount brand explains that these are “synthetic diamonds made in a laboratory”. They have a diameter of three millimeters. A pendant or bracelet to display the jewel is included in the price of 29.99 euros.
A cost that is appealing: after the launch of the offer, stocks were already depleted online. Proof of the success of this trend of low-cost luxury. Nevertheless, some professionals in the field warn against a business that could be deceptive.
Isy Deforge is a jeweler. He enlightens us with his expertise:
For this jeweler, only the authentication certificate can truly determine the real value of this Zeeman version diamond and transparently determine whether it is more of a bargain than a fantasy.
Finally, as specified in an article from the newspaper Le Soir:
