Diamond dynasty DeBeers stoops to conquer with new line of man-made diamond jewelry

They first launched nearly a decade ago with names like Diamond Foundry, Brilliant Earth, Mia Donnaand Pure Grown Diamonds, with millions of dollars in financing and a mission to reshape the diamond industry. They were startups that were going to popularize man-made diamonds for the masses in a way that would make the industry more sustainable and wring billions of dollars from the roughly $100 billion diamond market.

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