RAPAPORT...  The concept of 'Grow Your Own Diamond' might earn a double-take from an industry careful to distinguish between natural and a gemstone man grows. However London Diamond Bourse & Club's member Jeff Cadby uses the term to represent a lifetime of love between a young couple out to purchase their first (or engagement) diamond ring.

Cadby's newest venture offers couples the opportunity to buy a fully certified diamond ring from Hatton Garden and build up their diamond collection over a lifetime. "Many young couples simply cannot afford the type of ring that they would ideally like to own, often using a 'token' ring to denote their engagement," said Cadby.

Each ring comes with a certificate promising that if the engaged couple trades up to a more expensive ring --as their finances allow-- they will receive the full original purchase price as a trade-in value, provided their next ring costs at least 40 percent more and they purchase it within five years.

"Although growyourowndiamond.com is web-based, we anticipate that the majority of our customers will want to visit us here in the London Diamond Bourse, where they will be able to choose their individual diamond and mount," said Cadby. "Each ring will be custom made to the couple's own preference and budget, with platinum diamond rings priced from under GBP1,000."

Cadby developed Grow Your Own Diamond after years of experience in manufacturing, buying and selling and valuing fine jewelry, diamonds and gems, both in the United Kingdom and internationally. "We have sold many fine pieces to our clients, who in the process of building collections of diamond jewels, have often brought back earlier purchases and asked us to accept them as part payment for a more valuable item. We have always welcomed such opportunities, both to buy back a fine jewel and to enable clients to acquire a higher value piece," he said.

All the company's diamonds are certified natural, untreated, non-conflict diamonds. Each engagement ring comes with an 'Our Promise' certificate, outlining the terms under which the upgrade to a more valuable ring works. Grow Your Own Diamond also sells diamond earrings and other custom-made jewelry.