Contrary to common belief, diamonds are not rare inside Earth.

There are vast resources of diamonds inside the Earth -- scientists now estimate that a quadrillion tons of diamonds lie deep beneath the Earth's surface (CNN).

So diamond's commercial availability is limited only by the rate at which they are mined.  Since the 1930s, diamond production has increased 100 fold, rocketing from less than 1 million carats per year to 180 million produced annually. The reality is diamonds are more commonplace than ever before.

Since the introduction of diamond marketing, brands have implemented strategies to portray diamonds as a scarce commodity to control the supply and demand and to sell them at higher price points.  Every other year there is placed media coverage about the world running out of diamonds. 

There is nothing romantic about the industrial mining of diamonds or use of advertising campaigns to create perceived rarity. 

How about Aboveground Diamonds?

In comparison to mined diamonds, our aboveground diamonds represent less than 0.1% of all diamonds on Earth making them the rarest in the world.

That's because diamonds are really hard to make aboveground. Diamonds are not one of the materials that today can be created very easily. It take a lot of capital expenditure in hard to replicate semiconductor grade equipment and modern-day craftsmanship to create diamonds in our foundry, and the rate of production is very limited.

Unlike the exponentially growing rate of diamonds being mined from the Earth, the diamonds from our foundry are one in a million.