ONLY AS FASHION JEWELRY?

But in the view of De Beers and others with ties to the established diamond profession, there are still insurmountable differences between man-made diamonds and mined ones.

"Our research consistently shows that people see synthetic diamonds as a different product category from natural diamonds, just as they see synthetic rubies, emeralds and sapphires as different product categories from their natural counterparts," the company told Xinhua in a statement.

It is with convictions like this that De Beers decided to wade into men-made diamonds, intending to grab a growing sub-market and in the process solidifying the perception that man-made diamonds are inferior to mined ones, which will also safeguard its original business, experts said.