Lab-grown diamond auctions spread on TikTok as buyers and experts clash over quality
Livestream sales of lab-made diamonds are drawing bargain hunters on TikTok, while gem specialists warn that the stones can be hard to judge from a screen.
Livestream auctions for lab-grown diamonds are drawing attention on TikTok, where sellers are moving loose stones quickly at prices far below traditional retail. The trend has attracted buyers looking for cheaper gems, but it has also raised concerns about what people are actually getting.
The Guardian reported that some viewers have been surprised by how low the bids can go, with one shopper saying the prices seemed hard to believe compared with the cost of natural diamond jewellery. The article said the format can make it easy to buy quickly, but not necessarily to assess value.
Experts quoted by the paper warned that quality is not guaranteed in these online sales, especially when buyers are relying on a livestream rather than an in-person inspection. That leaves questions about cut, clarity and other details that are harder to verify in a fast-moving auction.
Lab-grown diamonds have become more common in recent years as a lower-cost alternative to mined stones, and social platforms are now giving sellers a wider audience. The auctions are part of a broader shift in how jewellery is marketed and sold online.
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