US Retailers: Your Customers Don't Care About HPHT vs CVD

I was on a call with a jewelry store owner in Texas last week. He asked: "Should I stock HPHT or CVD? Which one do customers prefer?"

My answer: "Your customers don't know the difference, and they don't care."

The Industry Obsession vs. Consumer Reality

In the diamond industry, we debate HPHT vs CVD endlessly. We talk about growth methods, color stability, inclusion types, and production costs.

Your customers are asking different questions:

• "How much does it cost?"
• "How big is it?"
• "Does it sparkle?"
• "Is it real?"

Notice what's missing? Nobody asks about the growth method.

What US Consumers Actually Want

Based on data from retailers we work with across the US, here's what drives purchasing decisions:

1. Price (70% of buyers)

The #1 reason people buy lab-grown is affordability. They want a 2ct stone for the price of a 1ct natural. The growth method is irrelevant.

2. Size (60% of buyers)

"I can get a bigger diamond for the same price" is the most common conversion trigger. Again, growth method doesn't matter.

3. Ethics/Environment (30% of buyers)

Some buyers care about conflict-free sourcing or environmental impact. Both HPHT and CVD are equally "clean" in this regard.

4. Quality/Sparkle (20% of buyers)

A small segment cares about cut quality and brilliance. But they're comparing lab-grown to lab-grown, not HPHT to CVD.

The Mistake Most Retailers Make

Many retailers try to educate customers about HPHT vs CVD. They explain the technical differences, show diagrams of cubic presses vs reactors, and discuss color stability.

This is a waste of time.

Worse, it creates confusion and decision paralysis. The customer came in ready to buy, and now they're overwhelmed with technical details they don't understand.

The Right Approach: Focus on What Matters

Here's how to position lab-grown diamonds in the US market:

Step 1: Lead with Value

"This 2-carat lab-grown diamond costs the same as a 1-carat natural. Same sparkle, same durability, half the price."

Step 2: Address the "Real" Question

"Yes, it's a real diamond. Same chemical composition, same hardness, same brilliance. The only difference is it was grown in a lab instead of mined from the ground."

Step 3: Show, Don't Tell

Put the stone under a light. Let them see the sparkle. That's more convincing than any technical explanation.

Step 4: Offer a Guarantee

"If you're not satisfied, bring it back within 30 days for a full refund." This removes risk and builds trust.

So, HPHT or CVD?

For US retailers, here's my recommendation:

• Stock both. Different suppliers have different strengths. HPHT is often better for D-E-F colors. CVD can be better for larger sizes (3ct+).
• Don't advertise the difference. Your marketing should say "lab-grown diamonds," not "HPHT lab-grown diamonds."
• Focus on the 4Cs. Customers understand carat, color, clarity, and cut. They don't understand growth methods.

The Bottom Line

The HPHT vs CVD debate is an industry conversation, not a consumer conversation.

Your job as a retailer is to sell beautiful, affordable diamonds. The growth method is a technical detail that belongs in the back office, not on the sales floor.