Why does the company De Beers brand Lightbox synthetic diamonds for?

The largest diamond mining company launched a project for the production of synthetic jewelry diamonds. This is a brand Lightbox. This area of the market became so promising and it was decided to sacrifice principles despite the fact that quite recently the corporation was an ardent opponent of artificial stones.
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A new jewelry brand will specialize in the mass market. It is planned to start selling jewelry with artificial white and colored diamonds. It is planned to include in the assortment:
• suspension;
• earrings;
• bracelets.
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Modern technologies of creating synthetic diamonds are so perfect that they allow you to create stones that have the same characteristics and composition as natural ones.
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