Lab grown diamonds on the luxury market

: how can they gain a competitive advantage?

Abstract

The purpose of this work is to investigate how luxury brands that are using lab grown diamonds for their jewellery pieces can gain a competitive advantage. No previous research exists on this topic as the usage of lab grown diamonds for jewellery is a relatively new topic due to technological advancements in the production. I conducted a multiple case study on two brands, Courbet and Matilde Jewellery. The findings show that brands using lab grown diamonds need to hold the full control over their value chain, especially when choosing the supplier for the labgrown diamonds. Secondly, the brands need to build a high brand awareness and focus on educating about lab grown diamonds. Furthermore, the brands chose a mainly digital approach for their point of sales and no whole salers. Lastly, both brands are building their brand identities on being sustainable and ethical as their main values.

Date of Award	24 Jan 2022
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Laure Leglise (Supervisor)