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Lab-grown diamonds get celebrity endorsement

By Susan Thea Posnock
April 10, 2007

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Sarasota, Fla.—For years, the natural-diamond industry has used celebrities to promote the beauty and glamour of the stones. Now Gemesis Corp., which produces lab-grown colored diamonds, is getting in on the act, using teen golf celebrity Morgan Pressel to endorse its product and increase awareness.

"Our capacity is growing steadily every day, and now we believe we have enough product that's out there and getting into the proper distribution channels so that it's time to start raising our profile," Gemesis Corp. Chief Operating Officer Clark McEwen says.

He says the company is adding a new diamond-producing machine every two days and has increased its distribution. In addition, he notes that Gemesis didn't want to up the ante on awareness without the product to support it.

"We've pretty much quadrupled our output in the last six months," he says.

McEwen says Gemesis will be making additional announcements about its marketing plans in the coming weeks, including a press conference next Monday at Baselworld 2007.

Pressel, 18, lives in Boca Raton, Fla., and is an up-and-coming star on the LPGA Tour. She won the 2005 U.S. Woman's Amateur Championship and turned pro in November 2005. Recently, she became the youngest woman to win an LPGA major when she won the 2007 Kraft Nabisco Championship. Gemesis has signed her to a multi-year deal.

"We are pleased to have such a fine and talented young professional associated with our diamonds," Gemesis Chief Executive Officer Stephen Lux said in a statement. "The Gemesis Corporation is looking forward to an exciting and long-term relationship with Morgan. Her youthful style and elegance fits right in with the Gemesis corporate image. Both Gemesis and Morgan are Florida natives and represent the new face of once traditional establishments."

Pressel said she's excited to work with the company.

"Gemesis uses breakthrough technology to grow diamonds, and as I'm a big fan of both technology and diamonds, it was a perfect match for me. I am looking forward to wearing these beautiful diamonds," she said.
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Golf | Sports | Women's Golf | Women's Majors

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