How DTC jewelry brands are fueling a rise in lab-grown diamonds

When Meg Strachan founded jewelry brand Dorsey five years ago, she focused on two things—selling only lab-grown stones and selling them directly to consumers. A veteran marketer of startups including Goop and Anine Bing, Strachan knew that a DTC model would allow her brand more control. She also saw an opening for lab-grown, a then-nascent category with huge potential for Gen Z shoppers.