A L C H E M YA B O V E E A R T H

ABOUT PURE GROWN DIAMONDS

Conceived in 2014, Pure Grown Diamonds (PGD) has been growing

steadily in the USA’s big and small multi-brand jewelry retail stores.

It distinguishes itself sharply in the very source of the jewels – they

are grown above the earth. A state of the art facility uses cutting

edge technology in an environment that mimics nature below the earth.

PGD is built on an intensely sharp competitive advantage – ability to

produce very high quality Type IIa diamonds that can go upto 5 carat

stone in cut and polished form. Since these diamonds are sustainably

grown above earth with fair production practices, they are ethical in

the truest sense and leave a significantly smaller carbon footprint

when compared to mined diamonds.

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OUR PRODUCT

Pure Grown Diamonds are grown above the earth using cutting-edge

technology that allows consistent production of high quality, stunning

Type IIa diamonds with unmatched brilliance. Our diamonds range go up

to 5 carats, making them the perfect representation of the unique

relationship the couple shares. We offer a variety of loose diamonds and

finished jewelry.

What are Type IIa diamonds?

Diamond is 99.95 percent carbon. The other 0.05 percent can include one or more trace elements, or impurities, which are atoms that aren’t part of the diamond’s essential chemistry.

Diamond type is a method of scientifically classifying diamonds, both grown and mined, by the level and type of their chemical impurities.

Extremely rare in nature, Type IIa diamonds account for less than 2% of the world’s mined diamonds.

They are almost or entirely devoid of impurities and are considered to be the purest form of diamond known to man.

Because of these negligible inclusions light passes through the stone making them more beautiful and valuable.

Type IIa diamonds have superior brilliance with more scintillation or sparkle compared to other diamonds due to their purity. Many large, famous earth-mined diamonds, such as the Cullinan and Koh-i-Noor, are Type IIa.

A renowned example is the “Elizabeth Taylor Diamond,” formerly known as the “Krupp Diamond,”

a 33.19 carat Type IIa diamond.

Our white and pink Pure Grown Diamonds are certified as Type IIa diamonds.

OUR CONSUMERS

Our bullseye customer Target Group is millennials, 25 - 40 year old

courting males and females with a mean annual income of USD 60k.

Millennials are achievers, go getters, who are striving every moment

to make their lives extraordinary. With access and exposure to virtually

unlimited information at their fingertips their choice to invest in

experiences is noticeable across categories. In this world of chaos and

distraction, they are increasingly seeking authenticity and are

attempting to find meaning in their choices.

Millennials today are carrying less, hoarding lesser and becoming

a lean, digitally mobile generation. They are pragmatic but still have

not lost the emotional connect with symbols that truly matter to them.

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PGD BRAND ESSENCE – ALCHEMY ABOVE EARTH

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Pure Grown Diamonds are grown above earth, yet use laws of nature to

create a deep brilliance from within. They harness the story of rigor and

precision, the magic created from unending support and energy that is

poured into its creation.

The same magic is created when a relationship grows brilliant and

vibrant with all its imperfections, through endurance and nurtured

through love.

A Pure Grown Diamond is a signifier of this journey that enables,

empowers and encourages the couple to become bigger and

brighter - together and as individuals.

Both ‘Alchemy above Earth’ and ‘Bigger and Brighter’

are to be used as our brand expression across touch-points.

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METAPHOR FOR THE BRAND PGD - MAGNOLIAElegance is timeless. A quality that is the essence of the Magnolia flower.

It possesses an enduring charm, just like Pure Grown Diamonds.

Both are born from primeval roots, with beauty that signifies love,

grace and strength.

One of the largest flowers known to mankind, the Magnolia's brilliance is

unparalleled. Similarly, our most exquisite Type IIa diamonds are bigger

for the same value, with a radiance that is second to none.

PGD’S GREEN ADVANTAGEPGD grows Type IIa diamonds by recreating nature’s process above earth while leaving the environment

undisturbed. This sustainable and unique Pure Grown Diamond growing technology enables a bigger

diamond for the same value, making it a first of its kind.

On the other hand, the level of impact of mined diamonds is in excess of seven times *more than that of

grown diamonds. Soil erosion, deforestation, water pollution, human conflict and relocation of indigenous

people are just a few of the harmful inevitabilities of mining.

Hence, our conflict free, eco - friendly Pure Grown Diamonds do not undermine the sustainability of natural

systems or our environment, allowing future generations to have the natural resources they need.

*Source - Environmental Impact Assessment, Frost & Sullivan Report (November 2014)

CERTIFIED & LASER-INSCRIBEDPure Grown Diamonds are graded by the same independent gemological labs which grade mined diamonds.

The unique report number of each certified diamond is laser-inscribed on the girdle of the stone.

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GROWING SUSTAINABLY

MINEDDIAMONDS

GROWNDIAMONDS

Land Excavated

Carbon Emissions

Water Usage

Lost Time Injury Rate

1000s of acres of soil is movedwhile mining diamonds

98 square feet / carat

No soil movement.076 square feet / carat

High air pollution

2,011 ounces / caratNegligible air pollution

.001 ounces / carat

Gallons of water used

127 gallons / caratWater usage is lower by a factor of 7

18 gallons / carat

High risk work environment

8 days/100 employees per yearHigh employee safety standards

NIL

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OUR PROCESS

a. Check for the best quality diamond seed.

b. Put the diamond seed on metal disk.

1 . SELECT DIAMOND SEEDa. The diamond seed is placed into a microwave

plasma chemical vapor deposition chamber.

b. A plasma ball is created out of Hydrogen.

c. Methane is introduced into the chamber.

d. Carbon molecules rain down onto the

diamond seed.

2. GROW THE DIAMOND

a. After 10-12 weeks a rough diamond is created.

b. A laser is used to cut the diamonds.

3. CUT THE DIAMONDa. Diamonds are faceted into desired

shapes by skilled diamond cutters using

the same tools and techniques that are

used with mined diamonds.

4. POLISH THE DIAMOND

a. All Pure Grown Diamonds 1/4 carat and above are

laboratory graded and laser-inscribed.

b. Pure Grown Diamonds are either mounted into finished

jewerly or sold to customers as loose diamonds.

5. PURE GROWN DIAMONDS ARE READY TO SELL

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CORRECT TERMINOLOGY

These terms have been used in a variety of ways, often to confuse, or worse, to intentionally deceive.

Below we define these terms to end any confusion. For this purpose we focus on diamonds & how these

terms must be applied.

DiamondA diamond is a gemstone consisting of a clear and typically colorless crystalline form of pure carbon,

though diamonds occur in many other colors.

Simulant & ImitationSimulant and imitation both describe anything that pretends to be something else. When referring to

diamonds, these attempt to look like a diamond, but are not a pure carbon crystal. When properly used

these terms describe a number of “imposters” created by man such as: cubic zirconia, synthetic

moissanite, lead crystal, glass, plastic and more. Most of these don’t look anything like diamonds and

all are very easily detected by jewelers and gemologists.

There are a number of natural gemstones that are also used as simulants and diamond imitations. The

most commonly used are white sapphire, white topaz, white quartz and zircon (there are others). These

substitutes are also easily detected by jewelers and gemologists.

OK- WORDS OK TO USE -

LAB-GROWNMAN-MADE

LAB-CREATEDCULTURED

NOT OK- WORDS NOT OK TO USE -

SIMULANTIMITATION

SYNTHETICFAKE

PREFERRED - ABOVE EARTH

Lead GlassCrystal

CubicZirconia

Moissanite MinedDiamond

GrownDiamond

SyntheticPerhaps the most confusing of all the terms is the word “synthetic”. Though the FTC currently lists this

as an acceptable term, its dictionary definition (made by chemical synthesis, especially to imitate a

natural product) is in direct conflict with the definition of lab grown diamonds. Unfortunately there are

many who don’t follow the rules and this term is used to confuse and deceive consumers more than any

other. Additionally, in a recent Frost and Sullivan report, an overwhelming number of consumers stated

that they understood the term synthetic to be synonymous with “fake”. For these reasons, Pure Grown

Diamonds does not use the term “synthetic”. Although cubic zirconia and synthetic moissanite are

man-made, the FTC does not allow the use of the terms “synthetic diamond”, “man-made diamond”,

“lab-created diamond”, “lab-grown diamond” or “cultured diamond” to be used in reference to any

simulant or imitation.

Lab-created, Lab-grown, Man-made & Cultured diamondsAll of these terms share the same meaning and are interchangeable. Each of them, when followed by

the word diamond, must represent a 100% pure carbon crystal that has been grown in a laboratory and is

physically, optically and chemically identical to diamond. REAL diamonds, grown by man, just like those

created by Mother Nature – without the destruction to our planet. There are companies using these terms

incorrectly in an attempt to deceive and confuse buyers. They suggest and imply they are selling a “pure

carbon diamond” that was grown in a laboratory, when often they are selling nothing more than a

glorified cubic zirconia. The great news is – gemological laboratories can identify lab-grown diamonds.

To protect yourself from fraud, only purchase a lab grown diamond that comes with a certificate from a

well-known and respected gemological lab.

We guarantee that all Pure Grown Diamonds are pure carbon diamonds grown in a lab. Our diamonds are

physically, optically and chemically identical to earth-mined diamonds.

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What is Type IIa?Diamonds are categorized into types based upon the amount and type of chemical impurities present

in the diamond crystal at the atomic level – within the crystal lattice. There are four types of diamonds;

Type Ia, Type Ib, Type IIa and Type IIb. Of these diamond Types, Type IIa is the most rare, pure and

valuable, representing only 1-2% of all mined diamonds.

What makes them so rare?Type IIa diamonds are almost pure carbon diamonds containing no significant amount of nitrogen in the

crystal. Because of the extreme purity of Type IIa diamonds, the natural occurrence of these diamonds is

exceedingly rare. When they do occur, the result is an exceptionally colorless crystal that allows light to

easily pass through and bounce back producing a gem with stunning brilliance and sparkle.

BEAUTIFUL & RARE:TYPE IIA DIAMONDS

PURE [pyoor]adjective

1. Not mixed or adulterated with any other substance or material.

2. Free of any contamination.

TYPE Ia

Nitrogen atom clusters.

Near Colorless to Light Yellow.

95% of mined are Type Ia.

TYPE Ib

Isolated Nitrogen atoms.

Often Bright Yellow.

Extremely Rare.

TYPE IIa

No Nitrogen atoms.

Usually Colorless.

Most Pure and Rare.

TYPE IIb

Contain Boron atoms.

Blue or Grayish-Blue.

Rare

TYPE IDIAMONDS WITH NITROGEN

TYPE IIDIAMONDS WITHOUT NITROGEN

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