Alejandro González wanted to be an entrepreneur since he was a child; He dreamed of “leaving the world better than I found it” and generating a positive impact on his environment. That ideal led him to become the only certified distributor of Mexico-grown diamonds, as well as one of the most promising figures in the luxury sector internationally.
But six years ago, González had no idea this would happen or that jewelry would become her passion. During a stay in France, after completing his studies, he discovered the existence of cultivated diamonds and fell in love with everything they represented: a sustainable option, responsible for the world and accessible to consumers.
Today he is CEO and founder of Naos, the only Mexican brand that works with this type of stone and the only distributor in Mexico. Moreover, it has become a key piece in understanding the revolution in the luxury market in the country.
The secret, according to this entrepreneur, is to be “curious about opportunities” and not fear challenging environments, such as the fall of the industry in the middle of the pandemic. “It’s in those moments when the market shakes and everything rearranges itself.”
Cultured diamond luxury: a win-win relationship
In 2018, the US Federal Trade Commission determined that diamonds do not have to be exclusively mined to be considered such. That was the first major achievement for lab-made jewelry.
González explains the decision as a move that “gives value to the end consumer and the world at large” as each carat of cultivated diamond saves about 57 kilograms of air pollution; 484 liters of water and 4 kilograms of carbon dioxide, compared to production in mines.
Under this value proposition, all diamonds Naos works with are Latitude Diamonds. This is the first company with sustainable diamond certifications, guaranteeing carbon neutrality, traceability and responsibility with communities.
However, despite the environmental and economic benefits, González admits that it was difficult to introduce cultured jewelry, as the pieces are usually between 30% and 40% cheaper compared to mined diamonds.
“At first people didn’t believe it, but after five years on this topic, consumers are beginning to understand that the market has changed,” he says.
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An increasingly responsible market
A key part of Naos’ success and the integration of cultured diamonds into the Mexican market has been “understanding consumers, what they think, what luxury means to them,” says González.
In recent years, awareness of the climate crisis has increased and more and more consumers, especially young people, are looking for environmentally responsible alternatives before buying. This has inevitably affected the luxury market.
According to figures from the specialized agency MVI, the American market currently has almost 80% knowledge in the field of cultivated diamonds and more than 70% of the shopkeepers in the country they already offer this option to their buyers.
“People are increasingly choosing products that offer them more value,” said González, who is spearheading this revolution for the market.
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