Jatin Mehta directly, but instead had been sold to a company named Power Capital Ventures Ltd (PCV) in 2012. Disputes over the incident lasted until at least 2017, when Su-Raj filed a complaint with the Supreme Court of New York against its broker, Sterling Diamonds, Inc. Milestone achievements 2013–2014 Gemesis created the world's largest lab-created diamond in April 2013, broke that record in November 2013, and then broke the record again in July 2014. The first was a 1.29 carat emerald cut, the second was a princess cut at 1.78 carat, and the third was a 3 carat round brilliant white Type IIa diamond. Rebranding in 2014 In June 2014, Gemesis named a new CEO, Lisa Bissell, and re-branded itself as "Pure Grown Diamonds". At the time, Bissell said "The new name reinforces our commitment to disclosure and transparency." Suraj Mehta said he had been looking for a person to fill the role after re-founding the company in 2013. In the wake of the company's restructuring, Jeweller magazine reported that "Gemesis' rebranding and its strong emphasis on transparency could be perceived as an effort to dissociate from previous speculation and confusion." It referred to the May 2012 discovery of undisclosed synthetic diamonds and said that past reports from the company had "caused confusion regarding the status of the company's ownership and operations". The company's 2014 press releases referred to the company as having been founded in 2013, although Gemesis had been in existence since 1996. Marketing strategy The company highlighted several advantages of its diamonds over those produced by natural processes: Lower prices Alleviating concerns about the environmental impact of mining Alleviating concerns related to the potential purchase of "conflict" or "blood" diamonds Diamonds over 0.23 carats sold via Gemesis.com were laser inscribed to identify their origin and were certified by industry authorities such as the International Gemological Institute. See also List of synthetic diamond manufacturers References Further reading External links Synthetic diamond