Independent Researchers, Not Jewellers
Pure Lab Gems is an independent editorial site. We have no ownership stake in any retailer, no inventory to move, and no financial incentive to steer you toward one brand over another beyond the standard affiliate commissions disclosed on every page.
Our team approaches lab-grown diamonds the way a consumer journalist would: with scepticism, systematic evaluation, and a baseline assumption that the reader's interests come first. We are not gemologists, but we work from the same certification standards — IGI and GIA — that the industry itself uses to grade quality.
Our editorial position
We only recommend retailers we would confidently direct a close friend or family member to. If a retailer does not meet our criteria, it does not appear in our recommendations — regardless of commission rates offered.
How We Decide Which Retailers to Review
Not every lab-grown diamond retailer earns a review on this site. Before we commit editorial resources to covering a brand, it must clear a basic qualification threshold across these areas:
💎 Lab-grown specialisation
The retailer must offer a meaningful, curated lab-grown diamond inventory — not a token selection alongside natural diamonds.
📄 Third-party certification
All diamonds must come with IGI or GIA grading reports. We do not cover retailers selling uncertified stones.
🔍 Inventory transparency
Retailers must display diamond specifications, grades, and pricing clearly online. Hidden pricing is disqualifying.
↩️ Returns & warranty
A minimum 30-day return window and a clear written warranty are required. Vague policies don't make the cut.
🌍 Market availability
We prioritise retailers serving our core audience in the US, UK, and Canada — with transparent international shipping terms.
⭐ Verified customer reputation
We review Trustpilot, Google Reviews, and BBB ratings. Retailers with persistent unresolved complaints are excluded.
How We Score Retailer Reviews
Each retailer review uses a 100-point weighted scoring model. Weights reflect what matters most to couples making a significant purchase — quality assurance and value carry the most weight, while extras like visualisation tools carry less.
| Category | What We Evaluate | Weight |
|---|---|---|
| Diamond Quality & Certification | IGI/GIA standards, grading report availability, cut consistency | 25 pts |
| Pricing & Value | Price per carat vs. comparable retailers, transparency, hidden fees | 20 pts |
| Selection & Inventory | Breadth of shapes, carat weights, settings; stock depth | 20 pts |
| Customer Experience | Site usability, product visualisation tools, education resources | 15 pts |
| Returns, Warranty & Support | Return window, resizing policy, customer service responsiveness | 15 pts |
| Ethics & Sustainability | Environmental claims, supply-chain transparency, carbon commitments | 5 pts |
| Total | 100 pts |
Scores are determined through desk research, direct site audits, publicly available customer reviews, and published policy documentation. We do not accept retailer-supplied data without independent verification.
How We Research Our Guides
Our educational guides — covering topics like the 4Cs, diamond shapes, settings, and certifications — are built from a combination of:
- Published grading standards from IGI and GIA
- Industry research from organisations including the Gemological Institute of America
- Pricing and availability data gathered directly from retailer sites
- Consumer buying patterns and questions observed through reader enquiries
- Comparison of retailer inventory data across multiple major sellers
Where we make recommendations — for example, "prioritise cut over colour" — we explain the reasoning so readers can apply the logic to their own situation rather than following our conclusions blindly.
Our Update & Review Cadence
Lab-grown diamond prices and retailer offers change frequently. Stale information could cost a reader real money. We maintain the following update schedule:
Retailer reviews — every 6 months
Pricing benchmarks, return policies, inventory depth, and customer reputation scores are re-evaluated biannually. The "Last reviewed" date on each review page reflects the most recent audit.
Pricing references — quarterly
Lab-grown diamond prices have dropped significantly year-on-year. Any guide referencing price per carat is checked and updated quarterly to remain accurate.
Evergreen guides — annually
Educational guides covering the 4Cs, shapes, and settings are reviewed annually and updated when industry standards or common buying patterns shift meaningfully.
Reader-flagged corrections — within 7 days
If a reader contacts us about an inaccuracy, we investigate and correct within 7 business days. Corrections are noted inline on the relevant page.
How Affiliate Commissions Work Here
Some links on this site are affiliate links. When you click through and make a purchase, we may earn a small commission from the retailer — at no additional cost to you. This is how the site is funded and what allows us to publish free research.
Here is exactly how affiliate relationships do and don't influence our content:
- Retailers are evaluated before any affiliate relationship is established — we assess quality first, then consider whether to apply for a programme
- Commission rates do not influence review scores or rankings — a retailer paying a higher commission does not receive a higher rating
- Every page with affiliate links carries a visible disclosure — readers are never left guessing
- We link to retailers we don't have affiliate relationships with when they are genuinely the best option for a given reader scenario
For full details, read our Affiliate Disclosure page.
What We Don't Do
As important as what we do is what we refuse to do. These are firm editorial rules, not aspirational guidelines:
- No paid placements. Retailers cannot pay to appear in our guides, comparison tools, or "top picks" lists.
- No sponsored reviews. We do not accept payment in exchange for coverage or a guaranteed positive write-up.
- No undisclosed affiliate links. Every monetised link is disclosed on the page where it appears.
- No suppression of negative findings. If a retailer has a meaningful weakness, it appears in the review — regardless of our affiliate relationship with them.
- No fabricated reviews or testimonials. We don't manufacture social proof. Reader feedback that informs our coverage is clearly attributed.
Corrections & Feedback
We make mistakes. Retailer policies change. Prices shift. If you find something on this site that's outdated, inaccurate, or misleading, we genuinely want to know.
Use the contact page and select "Feedback on a guide or review" from the topic dropdown. We aim to investigate and respond within 7 business days. Verified corrections are applied to the relevant page with an inline note.
Your feedback makes the site more useful for every reader who comes after you — thank you in advance.