When we first interviewed Cem Dogan from Veynou, the luxury lab-grown diamond brand in Frankfurt Germany, we knew we were interviewing a special luxury brand expert with big plans for growth. And now his plans to expand into the US market are coming to fruition with the upcoming opening of Venyou’s first Beverly Hills location in under 4 weeks and counting.

It’s surprising (or not) given all the chatter in the jewelry industry about the battle between mined diamonds and lab grown diamonds, that this entrepreneur has chosen this time to open in one of the premier retail locations in America. When I spoke with him at the recent JCK show his focus and commitment to lab-grown diamond luxury and quality craftsmanship was never stronger and his excitement for this US brand launch continues to be driven by unwavering commitment to the opportunity for luxury lab grown jewelry to find a place with the next gen consumer.

And this fits with what your intrepid reporter has been telling our readers for some time- the voice of the trade talking to each other is not the relevant voice in the conversation about lab grown diamonds versus mined. The only voice that matters is the consumer’s and what the consumer chooses to do is what all good retailers and brand advocates will follow. In this case the consumer acceptance of lab grown diamonds as a future category for luxury diamond jewelry is unquestionable and is carrying forth in markets across the globe, whether it’s the US or Asia or Europe or down under in Australia and New Zealand. And I imagine this young entrepreneur, the founder of Veynou, will have a tremendous experience in Beverly Hills and will be extremely well received by the younger, affluent consumers that visit the streets of Beverly Hills.

So we wish Cem all the best and we look forward to the opening party!