Lab grown diamonds on the luxury market : how can they gain a competitive advantage?

• Autor(a) principal: Welp, Lisa
• Data de Publicação: 2022
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10400.14/38478
• topic: Luxury brands; Jewellery; Lab grown diamonds; Marcas de luxo; Jóia; Diamantes de laboratório; Domínio/Área Científica::Ciências Sociais::Economia e Gestão

The purpose of this work is to investigate how luxury brands that are using lab grown diamonds for their jewellery pieces can gain a competitive advantage. No previous research exists on this topic as the usage of lab grown diamonds for jewellery is a relatively new topic due to technological advancements in the production. I conducted a multiple case study on two brands, Courbet and Matilde Jewellery. The findings show that brands using lab grown diamonds need to hold the full control over their value chain, especially when choosing the supplier for the lab grown diamonds. Secondly, the brands need to build a high brand awareness and focus on educating about lab grown diamonds. Furthermore, the brands chose a mainly digital approach for their point of sales and no wholesalers. Lastly, both brands are building their brand identities on being sustainable and ethical as their main values.