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President of Moscow Diamond Exchange launches a brand of synthetic diamonds

21 december 2018
Alex Popov, President of the Moscow Diamond Exchange and former Chairman of the World Diamond Mark Foundation (WDMF) launched a jewelry brand named Âme featuring lab grown diamonds, according to a report posted by jckonline.com.
The new brand, Âme opened boutiques this month in New York and Los Angeles. The company also intends to sell its goods online.

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Image credit: Âme

The Âme CEO, Alex Popov was quoted to say that the brand would use white lab-grown diamonds to create jewelry, which the company would produce at its factory in New York.
“We will manufacture only for our own consumption. Our plans are to install between three and five machines to work at full capacity,” he said.
Alex Popov also added that unlike other brands of synthetic diamonds, Âme does not intend to launch a line of wedding jewelry. The brand will be focused on creating fashionable jewelry, including in particular necklaces, earrings and bracelets. The company offers a wide selection of designer jewelry, the price of which will start at $ 1,000 per item and will go up to $ 20,000.

Victoria Quiri, Correspondent of the European Bureau, Rough&Polished, Strasbourg