Start Your Lab Grown Diamond Business Plan Today

Introduction:

Lab grown diamonds are revolutionizing the jewelry industry, offering a sustainable and ethical alternative to mined diamonds. With their identical physical and chemical properties, lab-grown diamonds provide an exciting opportunity for entrepreneurs looking to enter the diamond business. Discover the numerous advantages of choosing lab-grown diamonds as your next business venture and start your Lab Grown Diamond Business Plan today with us, be part of a growing market that values innovation and environmental consciousness.
If you’re looking to break into the diamond industry, launching a lab-grown diamond business can be a lucrative opportunity. This guide will walk you through creating a solid business plan, exploring market trends, and understanding the industry’s growing demand.

Understanding the Lab Grown Diamond Market

Lab grown diamonds are chemically, physically and optically identical to natural diamonds but are created in controlled environments using advanced technological processes. As the demand for sustainable and ethical alternatives to mined diamonds increases, the market for lab-grown diamonds is expanding at a rapid pace.

Recent studies suggest that the global lab-grown diamond market is expected to grow from $19.3 billion in 2023 to $29.2 billion by 2030, with a compound annual growth rate (CAGR) of around 7.8%. The rise in demand is driven by millennials and Gen Z consumers who prioritize ethical consumption and environmental sustainability.

Why Invest in Lab Grown Diamonds?

Investing in lab-grown diamonds offers several key advantages over traditional diamond ventures:

Sustainability: Lab-grown diamonds are considered eco-friendly as they eliminate the environmental damage caused by mining.

Ethical Appeal: Unlike natural diamonds, lab-grown diamonds are free from conflict and human rights violations, making them attractive to conscious consumers.

Cost-Effectiveness: Lab-grown diamonds cost 30-40% less than mined diamonds, allowing for higher profit margins.

Growing Demand: The increasing popularity of lab-grown diamonds is expected to continue as consumer preferences shift towards ethical and sustainable products.

Key Steps to Start a Lab Grown Diamond Business

Conduct Market Research

Before diving into the lab-grown diamond business, it’s essential to conduct thorough market research. This includes understanding consumer preferences, identifying key competitors, and assessing market trends.

Create a Unique Selling Proposition (USP)

What will differentiate your business from competitors? Your USP could focus on luxury designs, affordability, sustainability, or even custom-made diamond jewelry.

Find Reliable Suppliers

Partnering with reputable lab-grown diamond manufacturers is crucial to ensure the quality and consistency of your products. Look for manufacturers that use advanced techniques such as Chemical Vapor Deposition (CVD) or High Pressure-High Temperature (HPHT) to create high-quality diamonds.

The Benefits of Choosing Lab Grown Diamonds as a Business Venture

Lab grown diamonds offer several benefits for entrepreneurs looking to enter the diamond industry. Firstly, lab created diamonds are more affordable compared to earth mined diamonds. This affordability makes them an attractive option for consumers who want the look and quality of a diamond without the high price tag.

Additionally, lab diamonds have the same physical and chemical properties as natural diamonds, making them indistinguishable to the naked eye. This means that customers can enjoy the same sparkle and brilliance at a lower cost. Another advantage of lab grown diamonds is their ethical and sustainable nature.

Unlike earth-mined diamonds, which are often associated with unethical mining practices and environmental damage, lab-grown diamonds are created in controlled laboratory settings using minimal resources. This appeals to consumers who prioritize sustainability and social responsibility in their purchasing decisions. Furthermore, lab grown diamonds offer greater design flexibility. Since they can be created in various shapes, sizes, and colors, jewelry designers have more options when creating unique pieces.

This allows entrepreneurs in the lab-grown diamond business to cater to a wider range of customer preferences and tap into niche markets.

Other Advantages of Lab-Grown Diamonds:

Reduced Environmental Impact

One of the key ethical advantages of investing in lab-grown diamonds is their reduced environmental impact compared to traditional mined diamonds. The process of mining diamonds involves extensive land excavation, deforestation, and water pollution. On the other hand, lab-grown diamonds are created in a controlled laboratory environment using minimal resources and energy. This significantly reduces the carbon footprint associated with diamond production.

Less Land Disruption

In traditional diamond mining, large areas of land are excavated to reach diamond deposits deep within the earth. This often leads to deforestation and the destruction of natural habitats for various species. In contrast, lab-created diamonds require no such land disruption as they are created in laboratories using advanced technology. By choosing lab-grown diamonds, investors can contribute to the preservation of ecosystems and biodiversity.

Water Conservation

Mined diamond production requires substantial amounts of water for various processes such as washing ore and separating minerals. This can put a strain on local water sources, especially in regions where water scarcity is already a concern. Lab diamonds, however, do not rely on excessive water usage during their manufacturing process. By opting for these diamonds, investors can support responsible water conservation practices.

Ethical Labor Practices

Another significant ethical advantage of investing in lab-grown diamonds is the assurance of ethical labor practices throughout the supply chain. Traditional diamond mining has been associated with issues such as child labor, unsafe working conditions, and exploitation of miners in certain parts of the world. Lab diamonds eliminate these concerns by being produced under controlled laboratory conditions without any human rights violations.

Fair Wages and Working Conditions

The production of lab-grown diamonds involves highly skilled scientists and technicians who work in safe laboratory environments. These professionals are typically paid fair wages and operate under regulated working conditions. By supporting man-made diamonds, investors can contribute to the promotion of ethical labor practices and ensure that workers involved in the diamond industry are treated fairly.

No Involvement in Conflict Diamonds

Conflict diamonds, also known as blood diamonds, are mined in war zones and sold to finance armed conflicts against governments. By investing in lab-grown diamonds, individuals can be certain that their money is not contributing to these unethical practices. Man-made diamonds have a transparent origin and are free from any association with conflict or human rights abuses.

Cost Analysis: Initial Investment and Ongoing Costs

Launching a lab grown diamond business requires a substantial initial investment, primarily in inventory, marketing, and operational setup. Here’s a breakdown of potential costs:

Expense	Estimated Cost
Lab-Grown Diamond Inventory	$50,000 – $200,000
Marketing and Branding	$10,000 – $50,000
E-commerce Website	$5,000 – $20,000
Store Lease (if physical)	$3,000 – $10,000/month
Equipment and Tools	$10,000 – $30,000
Legal and Regulatory Costs	$3,000 – $5,000
Staffing and Training	$2,000 – $10,000

Ongoing Costs:

• Marketing and Advertising
• Diamond Restocking
• Employee Salaries
• E-commerce Maintenance Fees

What Sets Lab Grown Diamonds Apart from Natural Diamonds in Terms of Quality and Value

Lab-grown diamonds are often compared to earth-mined diamonds in terms of their quality and value. While both types share similar physical characteristics, there are some key differences that set them apart.

1.  Origin: Natural diamonds are formed deep within the Earth’s mantle over billions of years through intense heat and pressure. On the other hand, lab-grown diamonds are created in controlled laboratory environments using high-pressure high-temperature (HPHT), or chemical vapor deposition (CVD) methods.
2. Clarity: Lab-grown diamonds tend to have fewer internal flaws or inclusions compared to natural diamonds due to the controlled growth process. This results in higher clarity grades for many lab-grown stones.
3. Color: Earth-mined diamonds come in a wide range of colors, including rare fancy-colored varieties such as blue or pink. Lab-grown diamonds can also exhibit various colors but may be more readily available in certain hues due to the controlled growth process.
4. Size: Lab-grown diamonds can be created in larger sizes than natural diamonds, as the growth conditions in a lab allow for more control over crystal formation. This makes lab-grown diamonds an attractive option for customers looking for larger carat weights at a more affordable price.
5. Value: Lab-grown diamonds are typically priced at a lower cost per carat compared to natural diamonds. This is due to the shorter production time and lower mining costs associated with lab-grown diamonds. However, it’s important to note that the value of both types of diamonds can fluctuate based on market demand and other factors.

In conclusion, while lab-grown diamonds share many similarities with natural diamonds, differences in origin, clarity, color, size, and pricing set them apart. These distinctions allow consumers to have more options when choosing a diamond that aligns with their preferences and budget.

Industry Data: Growth of Lab Grown Diamonds

The lab-grown diamond industry is experiencing robust growth. According to the latest data:

• The global market for lab-grown diamonds reached $19.3 billion in 2023.
• The market is projected to grow at a CAGR of 7.8% from 2023 to 2030.
• North America and Europe are currently the largest markets, accounting for over 60% of global demand.

This surge in demand is largely driven by technological advancements, cost advantages, and changing consumer attitudes toward sustainability.

Changing Consumer Preferences Towards Ethical Jewelry

The Rise of Ethical Consumerism:

The growing interest in ethical consumerism has also played a significant role in influencing the growth of the lab-grown diamond industry. Today’s consumers are increasingly concerned about the ethical practices employed throughout the supply chain of products they purchase. This includes ensuring fair labor practices, avoiding conflict minerals, and supporting companies that prioritize social responsibility.

Transparency and Traceability:

Laboratory-grown diamonds provide consumers with a transparent and traceable alternative to traditional mined diamonds. With lab-grown diamonds, buyers can easily track their origin and ensure they are not contributing to unethical practices or human rights violations often associated with the diamond mining industry.

Support for Local Communities:

Another aspect that appeals to consumers is the potential positive impact on local communities. Lab-grown diamonds can be produced in regions where traditional diamond mining has had negative social and economic consequences. By supporting lab-grown diamonds, consumers can contribute to the development of sustainable industries that provide fair wages and safer working conditions for local communities.

The Process of Manufacturing Lab-Grown Diamonds

Manufacturing lab-grown diamonds involves a complex and fascinating process that harnesses the power of science and technology. The first step in producing these diamonds is to select a tiny diamond seed, which serves as the foundation for the growth process. These seeds are typically placed in a specially designed chamber that mimics the conditions found deep within the Earth’s mantle.

Chemical Vapor Deposition (CVD)

One method used to grow lab-grown diamonds is called Chemical Vapor Deposition (CVD). In this process, a mixture of gases containing carbon is introduced into the chamber. These gases are then heated to extremely high temperatures, causing them to break down and release carbon atoms. The carbon atoms settle on the diamond seed, layer by layer, gradually growing into a larger diamond crystal over time.

Advantages of the CVD Method:

• Precise control over diamond growth
• Ability to produce large and high-quality diamonds
• Lower environmental impact compared to traditional mining
• Reduced reliance on labor-intensive mining practices

High Pressure-High Temperature (HPHT)

An alternative method for creating lab-grown diamonds is High Pressure-High Temperature (HPHT). This technique involves placing a small diamond seed in a pressurized environment with temperatures reaching up to 2,500 degrees Celsius. Under these extreme conditions, carbon atoms begin to bond together and form new crystal structures, resulting in the growth of a larger diamond.

Benefits of the HPHT Method:

• Faster production time compared to CVD
• Ability to produce diamonds with specific colors or characteristics
• Cost-effective for certain applications, such as industrial use
• Allows for the creation of fancy-colored diamonds that are rare in nature

In conclusion, lab-grown diamonds can be created through various methods such as Chemical Vapor Deposition (CVD) and High Pressure-High Temperature (HPHT). These processes offer advantages like precise control over growth, reduced environmental impact, and the ability to produce large or unique diamonds. By understanding the science behind lab-grown diamonds, we can appreciate their value and potential in industrial and consumer markets.

Factors Affecting the Price of Lab Grown Diamonds

Several factors influence the price of lab-grown diamonds, making them more affordable for consumers. Firstly, the cost of production is lower compared to earth-mined diamonds. Lab-grown diamonds are created in a controlled environment using advanced technology, which reduces mining and labor costs associated with extracting natural diamonds. Additionally, the supply chain for lab-grown diamonds is shorter and less complex, further contributing to their affordability.

Another factor that affects the price of lab-grown diamonds is their size and quality. Similar to natural diamonds, lab-grown diamonds are graded based on the 4Cs – carat weight, color, clarity, and cut. While larger and higher-quality lab-grown diamonds may still command a higher price, they generally offer better value for money compared to their natural counterparts.

The Diamond Disruption: Strategies for Lab Grown Diamond Business Plan Success

Building Awareness and Education

In order to effectively promote a lab grown diamond business plan to potential customers, it is crucial to build awareness and educate them about the benefits and uniqueness of these diamonds. One strategy is to collaborate with influencers or celebrities who can endorse lab-grown diamonds through social media platforms. By leveraging their following, we can reach a wider audience and generate interest in this alternative diamond option.

Additionally, hosting educational events or workshops can be a powerful way to engage potential customers. These events can include presentations by experts in the field, showcasing the science behind lab-grown diamonds and highlighting their ethical and environmental advantages. Providing attendees with informational brochures or pamphlets will further reinforce the key points discussed during the event.

Harnessing Social Media Platforms

Social media platforms have become essential marketing tools for reaching potential customers. Creating engaging content showcasing lab-grown diamonds’ beauty and quality is crucial on platforms such as Instagram, Facebook, and Pinterest. Collaborating with influencers who have an interest in sustainable fashion or eco-friendly products can also help increase brand visibility.

Using targeted advertising on social media platforms allows us to reach specific demographics that are more likely to be interested in lab-grown diamonds. By utilizing analytics tools provided by these platforms, we can identify trends and preferences of our target audience, tailoring our marketing messages accordingly.

Tactics for Engaging Customers

• Offering interactive quizzes or surveys on our website or social media pages can help potential customers understand their preferences when it comes to diamonds. This information can then be used to provide personalized recommendations for lab-grown diamond options that suit their style and budget.
• Implementing a referral program where existing customers receive incentives for referring new customers is an effective way to expand our customer base. Word-of-mouth marketing is powerful, and by rewarding customers for their referrals, we can encourage them to spread the word about lab-grown diamonds.
• Providing a virtual try-on experience on our website or through augmented reality apps can give potential customers a realistic preview of how lab-grown diamond jewelry would look on them. This interactive feature enhances the online shopping experience and increases the chances of conversion.

Limited Market Awareness and Acceptance

One of the main challenges associated with selling lab-grown diamonds is the limited market awareness and acceptance compared to earth-mined diamonds. Many consumers are still unfamiliar with lab-grown diamonds and may have misconceptions or concerns about their quality, value, and environmental impact. This lack of awareness can make it challenging for retailers to educate and convince potential customers about the benefits of lab-grown diamonds.

To overcome this challenge, companies selling lab-grown diamonds need to invest in marketing campaigns that raise awareness about these alternative gems. Collaborating with influencers, jewelry experts, and industry publications can help spread accurate information about lab-grown diamonds’ ethical production process, identical physical properties to natural diamonds, and often more affordable pricing.

Perceived Value and Resale Concerns

Another limitation associated with selling lab-grown diamonds is the perceived value by consumers. Some customers believe that natural diamonds hold a higher value due to their rarity and long-standing tradition as a symbol of luxury. This perception can make it difficult for sellers to convince potential buyers that lab-grown diamonds offer comparable beauty and durability at a more accessible price point. Since the market for reselling lab-grown diamonds is still developing, some individuals worry about the potential depreciation in value over time.

Nevertheless, their initial cost savings often outweigh the potential differences in resale value, appealing to buyers looking for both affordability and ethical purity in their diamond choice. 

Production Scalability

The scalability of lab-grown diamond production poses both limitations and challenges for sellers in meeting increasing demand. While technological advancements have made it possible to produce larger quantities of lab-grown diamonds, there are still constraints on scaling up production to match the demand for these gems.

Companies need to invest in research and development to improve production efficiency and increase output without compromising quality. This may involve optimizing growth processes, enhancing equipment capabilities, and streamlining supply chain logistics. Collaborating with experts in materials science and engineering can help overcome the challenges associated with scaling up lab-grown diamond production.

Differentiating from Synthetic Gemstones

Lab-grown diamonds face the challenge of differentiating themselves from other synthetic diamonds, such as cubic zirconia or moissanite, which are often marketed as diamond alternatives. While lab-grown diamonds share similar chemical composition and physical properties with natural diamonds, consumers may not be aware of these distinctions.

Sellers must educate potential buyers about the unique characteristics that set lab-grown diamonds apart from synthetic diamonds. This can include highlighting their identical optical properties, hardness on the Mohs scale, and certification standards that distinguish them as genuine diamonds. Providing clear labeling and certifications can help build trust among customers who seek authentic lab-grown diamonds over other synthetic alternatives.

Competitive Pricing Pressure

The competitive pricing pressure within the diamond industry is another challenge faced by sellers of lab-grown diamonds. Earth-mined diamond producers have historically dominated the market and established pricing structures based on rarity and perceived value. Lab-grown diamonds disrupt this traditional pricing model by offering a more cost-effective alternative.

To compete effectively, sellers of lab-grown diamonds must navigate price positioning strategies that emphasize affordability without compromising quality or profitability. They need to educate customers about the significant price difference between natural and lab-grown diamonds while highlighting the shared beauty and durability aspects that make both options desirable.

The Resale Value of Lab Grown Diamonds Compared to Natural Diamonds and Factors Influencing It

Factors Affecting the Resale Value of Lab-Grown Diamonds

Lab-grown diamonds have gained popularity in recent years due to their ethical and sustainable production methods. However, when it comes to resale value, there are several factors that can influence the price a lab-grown diamond can fetch.

Market Demand:	The demand for lab-grown diamonds plays a crucial role in determining their resale value. Currently, lab-grown diamonds constitute a smaller portion of the overall diamond market compared to earth-mined diamonds. As consumer awareness and acceptance of lab-grown diamonds increase, so does the demand for them. Higher demand generally leads to better resale value.
Quality and Certification:	Just like natural diamonds, the quality of a lab-grown diamond greatly impacts its resale value. Factors such as color, clarity, cut, and carat weight determine the overall quality and desirability of the stone. Additionally, having proper certification from reputable gemological laboratories adds credibility and can positively impact the resale value.
Brand Reputation:	The reputation of the brand or manufacturer behind the lab-grown diamond can also influence its resale value. Established brands with a track record of producing high-quality lab-grown diamonds may command higher prices in the secondary market compared to lesser-known or generic brands.

The Resale Value Comparison: Lab-Grown vs Natural Diamonds

When comparing the resale value of lab-grown diamonds to natural diamonds, some key differences arise.

Rarity:	Natural diamonds are formed over millions of years under intense pressure and heat deep within the Earth’s crust, making them rare and highly sought after. This inherent rarity contributes to their higher resale value compared to lab-grown diamonds, which can be produced in a matter of weeks.
Perceived Value:	Traditional consumers often perceive natural diamonds as having more value and desirability due to their long-standing association with luxury and romance. This perception can impact the resale value, as some buyers may be willing to pay a premium for a natural diamond over a lab-grown one.
Market Dynamics:	The diamond market is complex and influenced by various factors such as supply and demand, economic conditions, and industry trends. Natural diamonds have an established market with well-defined pricing mechanisms, while the lab-grown diamond market is still evolving. This difference in market dynamics can affect the resale value of each type of diamond.

Advancements in Technology and Production Techniques

Improvements in Diamond Growing Processes

Technological advancements have significantly improved the efficiency and quality of lab-grown diamond production. Innovations such as chemical vapor deposition (CVD) and high-pressure high-temperature (HPHT) methods have made it possible to grow larger, higher-quality diamonds at a faster rate. These advancements have also led to increased color options, allowing lab-grown diamonds to be produced in various shades beyond traditional white.

Innovation in Cutting and Polishing Techniques

Alongside improvements in diamond growing processes, there have been innovations in cutting and polishing techniques specific to lab-grown diamonds. As these stones exhibit different properties than natural diamonds, specialized cutting techniques have been developed to maximize their brilliance and fire. This ensures that lab-grown diamonds can achieve the same level of beauty as their mined counterparts, further enhancing their desirability in the market.

Expanding Market Presence and Consumer Acceptance

Growing Availability and Affordability

As the lab-grown diamond industry continues to mature, there has been a significant increase in the availability and affordability of these diamonds. More companies are entering the market, offering a wider range of lab-grown diamond options to consumers. This increased competition has led to price reductions, making lab-grown diamonds more accessible to a broader customer base.

Shift in Consumer Perception

There has been a notable shift in consumer perception towards lab-grown diamonds. Initially viewed as an inferior alternative, lab-grown diamonds are now being recognized for their unique advantages and qualities. As awareness about their sustainability, ethical sourcing, and technological advancements spreads, consumers are becoming more accepting of lab-grown diamonds as a desirable choice for fine jewelry and bespoke jewelry. The growing acceptance of these diamonds is reflected in their increasing popularity among millennials and environmentally conscious buyers.

Overall, these trends and innovations are shaping the future of the lab-grown diamond industry by driving demand through sustainable and ethical considerations, advancing technology for improved production techniques, and expanding market presence while gaining consumer acceptance.

Expanding into Emerging Markets

Identifying Opportunities in Developing Economies

The lab-grown diamond business has immense potential for growth by tapping into emerging markets. These markets, primarily located in developing economies, offer a significant customer base that is increasingly becoming more aware of the benefits and ethical considerations associated with lab-grown diamonds. By identifying these opportunities, companies can strategically position themselves to capture market share in regions such as Asia, Africa, and South America.

Key Strategies:

– Conduct thorough market research to understand the preferences and purchasing power of consumers in emerging markets.

– Establish partnerships with local retailers or distributors to gain access to distribution channels.

– Customize marketing campaigns and messages to resonate with the cultural values and aspirations of customers in specific regions.

Addressing Affordability Concerns

Why Consumers Choose Affordable Lab-Grown Diamonds

One major advantage of lab-grown diamonds is their comparatively lower price point than natural diamonds. However, affordability remains a concern for many potential customers, especially in emerging markets where price sensitivity is high. To expand into these markets successfully, it is crucial to address this concern by implementing pricing strategies that make lab-grown diamonds more accessible.

Key Strategies:

– Offer flexible financing options or installment plans to make purchasing lab-grown diamonds more affordable for customers.

– Introduce entry-level product lines or smaller carat sizes at competitive prices.

– Educate consumers about the long-term value proposition of lab-grown diamonds compared to natural diamonds.

Targeting Specific Customer Segments

Capturing Millennial Consumers

Millennials are an important target demographic for the lab-grown diamond business due to their increasing influence on consumer trends and their preference for sustainable and ethically sourced products. To effectively capture this segment, companies need to understand their unique preferences and tailor their marketing efforts accordingly.

Key Strategies:

– Leverage social media platforms and digital marketing techniques to reach and engage with millennial consumers.

– Highlight the eco-friendly and conflict-free aspects of lab-grown diamonds in marketing campaigns.

– Collaborate with influencers or brand ambassadors who align with millennial values to promote lab-grown diamonds.

Meeting the Demand for Customization

Another customer segment that can be targeted in the lab-grown diamond business is those seeking personalized and customizable jewelry. By offering a wide range of design options and customization features, companies can cater to this demand and differentiate themselves from competitors.

Key Strategies:

– Develop an online platform or tool that allows customers to design their own lab-grown diamond jewelry.

– Collaborate with renowned designers or offer partnerships with jewelry customization experts.

– Provide a diverse selection of settings, metals, and gemstone combinations to suit individual preferences.

Mentorship Programs

In addition to industry associations, mentorship programs play a crucial role in supporting new businesses within the lab-grown diamond industry. These programs connect experienced professionals with aspiring entrepreneurs or startups to provide guidance, advice, and support based on their own experiences.

Mentors can share valuable insights into navigating challenges specific to the lab-grown diamond sector, such as sourcing raw materials, establishing supply chains, or marketing strategies. By leveraging the knowledge and expertise of mentors who have already succeeded in this business realm, new businesses can gain a competitive advantage and avoid common pitfalls.

Benefits of Mentorship Programs:

– Access to experienced professionals who have already achieved success in the lab-grown diamond industry

– Guidance on strategic decision-making tailored specifically for lab-grown diamonds

– Insights into best practices for sourcing raw materials ethically and sustainably

– Assistance with developing effective marketing and branding strategies

Conclusion:

Choosing lab-grown diamonds for your next business venture is a smart move due to their affordability, ethical production, and increasing popularity. Lab-grown diamonds offer high-quality, sustainable jewelry that appeals to environmentally conscious consumers. With advancements in technology and celebrity endorsements, lab-grown diamonds have gained significant traction in the market. Their comparable quality to natural diamonds, combined with lower prices and greater design flexibility, make them an attractive option for entrepreneurs looking to tap into the diamond industry.

Summary

Choosing lab-grown diamonds for a business venture can offer numerous advantages, making it a smart move for entrepreneurs. Opting for lab grown diamond wholesale provides cost savings and allows businesses to offer competitive pricing to customers. Lab-grown diamonds are also considered a smarter investment choice compared to natural diamonds due to their lower price and potential for higher resale value in retail space.

These diamonds have become increasingly popular in recent years, driven by growing consumer demand and ethical considerations. Additionally, lab-grown diamonds are environmentally friendly and contribute to the reduction of conflict diamonds. They maintain the same quality as natural diamonds and meet consumer demands in terms of quality, affordability, and aesthetics.

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