Steven Singer Gives Away $3M In Lab-Grown Diamonds While Promoting Real Ones

Diamonds are forever. And on rare occasions, they are also free — with a twist.

Steven Singer Jewelers, a national diamond retailer known for his wild campaigns, such as “I Hate Steven Singer,” is giving away lab-grown diamonds on Aug. 12 at his Philadelphia flagship noon to 2 p.m.

The move dovetails with the new campaign that dropped today. Originally, his products were worth a cool $3 million. But the mass production of lab-grown diamonds has caused its value to drop 90%.

TV spots, billboards and radio are attached to the giveaway. The campaign theme is focused on real Earth-born diamonds versus lab-grown. One is authentic, while one is mass-produced. The debut spot, "Hello Dolly," posits a marriage proposal to an unusual fiancee with a lab-grown diamond.

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All spots are produced in-house.

Ads are here, here and here. The cross-platform campaign is running on NBC, CNN, CBS, Howard Stern, SiriusXM and local Philadelphia stations. Billboards are posted in various cities, including Philadelphia, New York, Los Angeles, Chicago, Detroit, Dallas and Washington, D.C.

“Diamonds are definitely a girl’s best friend, just like the famous song. It’s no surprise Marilyn Monroe, Madonna and even Britney have shot videos draped in diamonds, but we’re talking about real diamonds,” said Singer.


“While lab-grown may be an isometric carbon system like Earth-born diamonds, it is merely an imitation of an incredible natural process and the similarity to a diamond is not a good enough reason to use them in something as special as jewelry,” he added.

A new promotion will also give away a 1 carat lab-grown diamond for anyone who buys a real natural Earth-born diamond engagement ring.

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