2 MILLION ORDERS AND JOINING ME
NOW IS RYAN SHERMAN FOUNDER AND
CEO OF ETHER RIGHT IT'S GOOD TO
HAVE YOU WITH US
THIS AFTERNOON. HOW DID YOUR
CARBON NEGATIVE DIAMONDS DIFFER
FROM TRADITIONAL DIAMONDS.
>> THANKS FOR HAVING ME THAT'S
A GREAT QUESTION AND
ESSENTIALLY THE FIRST THING YOU
NEED TO UNDERSTAND IS WHAT IS
THE DIAMOND AND A DIAMOND IS
JUST PURE CRYSTAL IN CARBON
DIAMONDS THAT COME FROM THE
GROUNDWORK FORMED A VERY VERY
LONG
TIME AGO. WE HAVE SINCE SEEN
INTRODUCTION AND DIAMONDS AND
MANY DIAMONDS INDISTINGUISHABLE
BUT WHAT MAKES OUR DIAMONDS SO
SPECIAL IS THE FACT THAT THE
NET ENVIRONMENTAL IMPACT IS
ACTUALLY POSITIVE SO WE CALL
THESE
THE FIRST POSITIVE IMPACT
DIAMONDS ON THE MARKET, SO RYAN
LET ME JUMP
IN HERE.
>> YOU KNOW THIS IS A LAB GROWN
DIAMOND I THINK THAT'S
PROBABLY VIEW HE WAS FIRST
QUESTION IS THIS GROWN IN A LAB
OR IS IT SOMETHING MORE UNIQUE.
>> SO IT'S CERTAINLY MORE
UNIQUE OUR DIAMONDS EVERY ATOM
OF CARBON COMES DIRECTLY FROM
THE ATMOSPHERE EVERY CARBON
STAR EVERY CARROT OF DIAMOND
THAT WE PRODUCE MAKES THE WORLD
INHERENTLY THAT MUCH CLEANER
THAT MUCH HEALTHIER.
>> ABSOLUTELY OF COURSE I KNOW
OUR VIEWERS LIKE THAT HERE ON
CHANNEL CLIMATE THE FIGHT
FOR CHANGE. HERE'S A LOOK HERE
AT HOW EXACTLY YOUR COMPANY EAT
3RD AS MAKE THESE CARBON
NEGATIVE DIAMONDS WALKING
THROUGH THE NUMBERS WHAT IS THE
CASE FOR THIS RIOT.
>> SO YOU KNOW IF YOU IF YOU
LOOK AT TIME PRODUCTION
HISTORICALLY ANY WE'RE LOOKING
AT A CENTURY'S WORTH OF
ENVIRONMENTAL DESTRUCTION.
EVERYONE IS MORE OR LESS
FAMILIAR WITH THE HUMAN RIGHTS
CONCERNS, BOTH OF THOSE THINGS
MATTER TO US IN VERY VERY HERE
AT EASTER.
AND WHAT WE'VE SET OUT TO DO IS
MAKE SURE THAT WE'RE PROVIDING
CONSUMERS WITH AN OPPORTUNITY
TO HAVE AN OUTSIZED IMPACT IN
THEIR OWN ENVIRONMENTAL
FOOTPRINT THE AVERAGE AMERICAN
HAS A CARBON FOOTPRINT ABOUT 16
METRIC TONS WE AS A COMPANY
WILL REMOVE 20 METRIC TONS OF
CARBON DIOXIDE FROM THE
ATMOSPHERE FOR EVERY SINGLE
CARAT
DIAMOND SALT. SO YOU CAN SEE
YOU AS A CONSUMER CAN NOT ONLY
LOOK GREAT AND FEEL GREAT ABOUT
HOW YOU LOOK AT WHERE YOUR
PRODUCT COMES FROM WE
BELIEVE THAT IN 2021, YOU KNOW
WE CERTAINLY AS A SPECIES OF
GOTTEN TO THE POINT WHERE WE
SHOULD BE ABLE TO FEEL GOOD
ABOUT THE THINGS THAT WE WEAR
ITS REPRESENTATION OF WHO WE
COMICALLY THESE ARE THE SAME OR
DIAMONDS ARE NO DIFFERENT THAN
DIAMONDS THAT WERE DREDGED UP
FROM THE GROUND, HOWEVER, YOU
KNOW WE'RE NOT LEAVING BEHIND
THAT BIG SCAR IN THE SURFACE OF
THE PLANET WE'RE NOT PUTTING
ANY HUMANS AT RISK WE'RE NOT
PUTTING CHILDREN
INTO LABOR, YOU KNOW ALL OF
THESE THINGS ARE ARE VERY
IMPORTANT AND ULTIMATELY WHAT
WE'RE LEFT WITH IS A PIECE OF
BEAUTIFUL DIAMOND JEWELRY
YOU KNOW THAT THE WEARER CAN
CHERISH AND CAN LOVE TO WEAR
FOR THE REST THEIR LIFE.
>> RYAN WHAT DOES THIS MEAN FOR
THE CONSUMER IS THE PRICE MORE
OR LESS THAN WHAT THEY CAN
EXPECT WITH THE TRADITIONAL
DINING.
>> SO THIS IS A REALLY GREAT
QUESTION IF YOU LOOK AT THE LAB
GROWN SECTOR TRADITIONALLY,
THERE'S
PRICING DIS COUNT IF YOU LOOK
AT WHERE WE PRICE OUR PRESSER
DIAMONDS IN THE MARKET IT'S
MUCH MORE IN LINE WITH WHAT
CONSUMERS ARE ALREADY PAYING
FOR MINE DIAMONDS AND THAT'S A
PREMIUM THAT'S ASSOCIATED WITH
OUR
PRODUCTION BECAUSE THE
TECHNOLOGY THAT'S INVOLVED IS
EXPENSIVE TO RUN THESE THINGS
CAN PERHAPS COME DOWN OVER
TIME, BUT WE ARE ALSO BUILDING
A LUXURY BRAND
SO MAKING SURE THAT OUR PRICING
IS COMPETITIVE IN THE MARKET IS
REALLY IMPORTANT FOR US MAKING
SURE THAT ALIGNS WITH CONSUMERS
PURCHASING BEHAVIORS WHICH
WE'RE
SEEING MORE.
>> JUST MINUTES AGO WE DID A
STORY THAT PANDORA THE MASSIVE
JEWELRY COME TAKING A STAND
AGAINST MINING DIAMONDS, THE
TRADITIONAL METHOD
THAT IS. SAYING THAT THEY WILL
INSTEAD USE LAB GROWN DIAMONDS,
DO YOU AGREE WITH THAT
APPROACH.
>> ABSOLUTELY A PANDORA'S ONE
OF THE BIGGEST TOUR COMPANIES
IN THE WORLD SO WHAT THEY'VE
DONE IS REALLY PUT THEMSELVES
ON A PEDESTAL IN AND THEY'VE
TOLD THE INDUSTRY THIS IS
A CHANGE THAT'S COMING AND
THEY'RE ONE OF THE FIRST BIG
BRANDS THEY WILL NOT BE THE
LAST WERE SUPER SUPPORTIVE OF
THAT. MY CO-FOUNDER USED TO
WORK FOR PANDORA SO THIS IS A
COMPANY THAT WE'RE VERY
FAMILIAR WITH WE HAVE
RELATIONSHIPS WITH AND WE SEE
THIS AS THE TURNING OF A NEW
TYPE.
>> RYAN ANOTHER QUESTION THAT I
HAVE IS HIGH PRAISE SOMETHING
LIKE THIS. LET'S SAY YOU WANT
TO SELL IT RESELL IT LATER ON
HOW DO YOU DETERMINE THE VALUE
OF THIS DOWN THE ROAD.
>> SEE THIS IS A QUESTION I GET
ALL THE TIME AND ONE THAT YOU
KNOW STRUGGLE TO ANSWER BECAUSE
FRANKLY THE RESELL MARKET FOR
DIAMONDS IS REALLY NOT THAT
GOOD TO BEGIN WITH WHETHER IT'S
A MIND I'M IN OR LAB GROWN
DIAMOND, ANYONE WHO'S HAD THE
UNFORTUNATE EXPERIENCE OF
PERHAPS FORTUNATE OF BEING
DIVORCE AND HAVING TO RETURN A
RING OR TRY AND CELEBRATING
AFTER THE FACT HAS SEEN THAT
FIRST HAND DIAMONDS CAN
APPRECIATE VERY MUCH LIKE A
USED CAR AND THIS IS
A CHALLENGE IT'S SOMETHING
PEOPLE SHOULD CONSIDER BUT WHEN
YOU HAVE THAT BEAUTIFUL PIECE
OF STONE MOUNTAIN TOO NICE
PIECE OF FINE JEWELRY THAT WILL
CERTAINLY HELP PRETEEN. VALUE
IN THE LONG TERM SO THIS IS
SOMETHING THAT YOU KNOW WE
ALWAYS WANT TO CAUTION
CONSUMERS FOR YOU NOT
NECESSARILY BUYING A DIAMOND AS
AN INVESTMENT THERE ARE
INVESTMENT GRADE DIAMONDS, OUR
DIAMONDS ARE IN THE TOP
CATEGORY 4 QUALITY AND THIS IS
VERY IMPORTANT FOR CONSUMERS
WHO ARE LOOKING,
YOU KNOW TO MAKE SURE THEY'RE
NOT CUTTING ANY CORNERS WHEN IT
COMES TO BUYING A CARBON
NEGATIVE POSITIVE IMPACT,
I'M FREEZER LONG-TERM VALUES,
ANOTHER THING ALTOGETHER
SO YOU KNOW OFTENTIMES WE
ADVISE CONSUMERS TO SHOP FOR
PEACE AND JOY THAT'S GOING MAKE
THEM HAPPY MAKE THEIR
SIGNIFICANT OTHER HAPPY
AND YOU KNOW SOMETHING THAT
THEY CAN WEAR WITH PRIDE ON
THEIR BIG DAY.