The Business Magazine - B2B Business News - Site Logo
The Business Magazine - B2B Business News - Site Logo
The Business Magazine May 2024
Read now
PICK YOUR EDITION

Gloucestershire entrepreneur Dale Vince and Skydiamond embroiled in ad storm

12 April 2024
Share
Dale Vince
Dale Vince

The founder of Gloucestershire-based renewable energy firm Ecotricity Dale Vince and his Sky Mining Company, trading as Skydiamond, is now at the centre of a controversy over descriptions about the manufactured gem stones.

Adverts for the firm's diamonds in the press and Instagram, as well as on the company website, have been banned for misleading consumers by not making it clear they are synthetic.

READ MORE: EXCLUSIVE INTERVIEW: Diamonds aren’t just a girl’s best friend

Vince however, via a string of X (formerly Twitter) posts, is seemingly fighting back.

A ruling from the Advertising Standards Authority (ASA) stated that the ads "must not appear again in the form complained about" after it looked into the complaint from the Natural Diamond Council.

The latter (Natural Diamond Council) understood the products were lab-created diamonds and challenged whether the claims 'Skydiamonds', 'diamonds', 'real diamonds' and 'diamonds made entirely from the sky' in the ads were misleading.

But Skydiamond told the ASA that it believed that the ads made clear that their diamonds were not mined from the earth and as such were "not naturally occurring diamonds, referred to as natural diamonds".

Entrepreneur Vince turned to making diamonds 'out of the sky' several years ago and he says relentless research and development has culminated in the creation of scientifically proven carbon-negative diamonds.

The company's patented technology, according to the website, fuses carbon captured from the atmosphere with harvested rainwater.

This is then heated and pressurised in a process powered by solar and wind power provided by sister company, Ecotricity – fully measurable negative emissions achieved by design, instead of unreliable offsetting.

According to Vince, other manufacturers of lab-grown diamonds use gasses taken from industrial processes – ultimately from fossil fuels, while his company takes something we have too much of, atmospheric carbon, and turns it into something nice to have – diamonds.

Skydiamond said that if it was accepted that consumers would understand from their ads that Skydiamonds were produced or sourced in a different way from those minded from the earth then it must therefore be the case that they would understand that Skydiamonds were manufactured.

This was because there were only two categories of diamond which existed - land-mined diamonds and manufactured diamonds.

On a social media post on X, Vince said on Wednesday (April 10): "We’re challenging the use of the word ‘natural’ to describe diamonds mined from the earth - we think it’s misleading. The word suggests harmless and in harmony with nature - it’s anything but that."

He also posted about De Beers, describing them as "guys that mine the Earth for diamonds" and who "like to call their stones 'natural'."

"They never talk about the process, the way they produce their stones. It’s not just social harm (blood diamonds) but environmental harm. And it’s big," he wrote on X, formerly Twitter.

The ASA said it considered that ads for synthetic diamonds "needed to make clear the nature of the product in order to avoid misleading consumers".

"We understood that Skydiamond’s production process, which involved using carbon captured from the atmosphere, was different from other synthetic diamonds.

"Nonetheless, because their diamonds were synthetic, we considered that this was material information consumers needed before making a transactional decision.

It said it told the company not to misleadingly use the terms “diamonds”, “diamonds made entirely from the sky” and “Skydiamond” to describe their synthetic diamonds in isolation without a clear and prominent qualifier, such as “synthetic”, “laboratory-grown” or “laboratory-created”, or another way of clearly and prominently conveying the same meaning to consumers.

"We also told them not to use the claim “real diamonds” to describe synthetic diamonds."


Giles Gwinnett is a writer at The Business Magazine. He has been a journalist for more than 20 years and covered a vast array of topics at a range of media settings - in print and online. After his NCTJ newspaper training, he became a reporter in Hampshire before moving to a news agency in Gloucestershire. In recent years, he has been covering the financial markets along with company news for an investor-focused web portal. His many interests include politics, energy and the environment. He lives in Dorset.

Related topics

Related articles

Latest Deal Ticket

view more
Business consultants Magnetic (London)
have been acquired by
Management consultants Newton Europe (Oxford)
May 2024
UNDISCLOSED
Who's behind the deal?

Upcoming events

view more
06
Jun

South Coast Property Awards 2024

Hilton Southampton
Utilita Bowl
More info
12
Jun

Leadership Roundtable: Developing strategies for financial returns over the next decade

Herrington Carmichael, Farnborough Aerospace Centre, GU14 6XR

More info
09
Jul

Leadership Roundtable: Opportunities and challenges in the Care Sector

Herrington Carmichael
Farnborough Aerospace Centre, GU14 6XR
More info
18
Jul

Thames Valley Tech & Innovation Awards 2024

Reading FC Conference & Events
Select Car Leasing Stadium, Reading
More info
23
Jul

Leadership Roundtable: Search Fund Exits & Acquisitions

Shawbrook Bank
9 Appold Street, London EC2A 2AP
More info
26
Sep

Thames Valley Property Awards 2024

Ascot Pavilion
Ascot Racecourse
More info
03
Oct

South Coast Tech & Innovation Awards 2024

Hilton Southampton
Utilita Bowl
More info
07
Nov

Thames Valley Deals Awards 2024

Reading FC Conference & Events
Select Car Leasing Stadium, Reading
More info
21
Nov

Hampshire Business Awards 2024

Farnborough International
Exhibition & Conference Centre
More info

Related articles

Group Companies

Dorset BIZ NewsHampshire BIZ News