LABORATORY-GROWN DIAMONDS - MODULE 2

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BRAND STATEMENT

“A New Generation of Luxury”

Reverie Lab diamonds make it possible for every
woman & man - from every generation - to own
a larger, more beautiful diamond. The diamond
of their dreams.

Without Compromise.

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WHY REVERIE COLORED DIAMONDS?
PHYSICALLY CHEMICALLY OPTICALLY

REVERIE QUALITY WHAT SETS REVERIE DIAMONDS APART?

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WHY REVERIE COLORED DIAMONDS?

• Affordable Luxury: Lab-grown pink and blue diamonds provide an opportunity to

own exquisite colored diamonds at a more accessible price point compared to their
traditional counterparts. Making them an attractive option for those seeking high-
quality gemstones within their budget.

• Larger Size Options: Lab-grown pink and blue diamonds offer a wider range of size
options compared to their traditional counterparts.

• Unique & Exclusive: Each lab-grown pink and blue diamond is rare and distinct. Due
to the controlled growth process, no two lab-grown diamonds are exactly alike, giving
customers the assurance of owning a truly unique and exclusive gem.

• Cost-Effective: Reverie Lab-grown pink and blue diamonds offer significant savings
compared to their traditional counterparts.

• The inherent individuality of these diamonds adds an extra layer of fascination and
allure to any jewelry piece they adorn.

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Laboratory-grown diamonds are the same as traditional diamonds in the 3 important areas

PHYSICALLY CHEMICALLY OPTICALLY

HARDNESS CHEMICAL COMPOSITION REFRACTIVE INDEX

10 MOHS SCALE Carbon 2.42

DENSITY CRYSTALLINE STRUCTURE DISPERSION

3.52 Cubic 0.044

Technology is what has enabled us to get this far. The only difference is their origin.
Overall, neither diamond is “better.” They are not in competition with one another.

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TRADITIONAL BLUE & PINK DIAMONDS
S O L D AT S OT H E B Y ’ S AC U T I O N

APOLLO & ARTEMIS:

DIAMONDS SENT FROM THE GODS

• The world's most expensive earrings sold in Geneva on May 16, 2017,
when the "Apollo and Artemis Diamonds" were sold to the same
buyer for $41,255,566 and $15,035,061 respectively.

• The Apollo Blue is 14.54 carats and is the biggest internally flawless
fancy vivid blue diamond ever to go on auction.

• The Artemis Pink is 16 carats, and due to its color and size, is
exceptionally rare.

• Sold together for a phenomenal $57.4 million, the pair set a record for
the most expensive earrings ever to be purchased at auction.

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 TRADITIONAL BLUE DIAMOND PRICES

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 REVERIE BLUE DIAMONDS
• Blue diamonds are rarer and more expensive than every other fancy color
diamond — except for red diamonds.

• They exhibit a blue color due to the presence of Boron in the diamond.
The concentration of Boron is what causes variations in the diamond’s hue
and intensity of color.

• Boron only exists in .001% of the earth’s crust.

• Depending on the intensity of color an average medium-toned 1-carat

traditional blue diamond can cost $200,000.

• To grow a blue Reverie lab-grown diamond, we mimic the same conditions

that would happen underground over thousands of years.

• There are far fewer blue lab-grown diamonds than white diamonds and
they are higher priced than colorless lab diamonds.

• Just like natural blue diamonds, we add a tiny amount of boron during the
diamond's growth. This simple addition of boron is what gives these
diamonds their beautiful blue color.

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 TRADITIONAL PINK DIAMOND PRICES

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 REVERIE PINK DIAMONDS
• It is estimated that only 1 in every 10,000 diamonds mined is a fancy-
colored diamond and only 1% of those are pink diamonds.

• Natural pink diamonds can range from $100,000 to $1 million per carat.

• Reverie Lab-grown pink diamonds are physically identical to mined pink

diamonds, the only difference is their origin.

• Reverie Lab-grown pink diamonds allow those to obtain fancy vivid pink
colors without the extra thousands.

• They are available in different shapes such as emerald-cut, pear-shaped,

round, among others.

• A Reverie lab-grown pink diamond can cost you up to $5,000 per carat,
depending on the clarity and saturation of color.

• Just like yellow diamonds, Reverie pink diamonds contain nitrogen.

However, unlike yellow diamonds that reflect yellow, nitrogen in pink
diamonds absorbs yellow and reflects stunning pink hues.

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 REVERIE LAB GROWN DIAMONDS = SUPERIOR CUT

SUPERIOR CUT &

SUPERIOR SPARKLE
Reverie Lab-Grown Diamonds are cut for
maximum fire, brilliance, sparkle, and
scintillation. They are Excellent or Ideal
cuts.

Diamond cut is one of the most crucial

elements to consider when selecting a
diamond. The cut refers not to the shape
DIAMOND SHAPES of a diamond, but the balance of
proportion, symmetry, and polish
achieved by the diamond cutter.

The better a diamond has been cut, the

greater the diamond’s ability to reflect and
refract light.

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 IGI-CERTIFIED
DIAMONDS
• Each piece will come with a card certificate and larger
diamonds will receive a paper certification.

• All certs are from IGI. (International Gemological

Institute) IGI is the premier standard for lab-grown
diamond certification world-wide.

• Diamonds are traceable thanks to their laser inscribed

girdle just like earth-grown diamonds of the same
high quality.

• An IGI Grading Report is a Reverie Lab-Grown

Diamond’s Passport: An assurance of quality and
value.

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SOLITAIRE DIAMOND JEWELRY:
The Ultimate Luxury
Most diamond jewelry collections (if we’re lucky enough to own
diamond jewelry) consist of one solitaire diamond in the form of an
engagement ring and perhaps other diamond jewelry made from
smaller diamonds using clever design and craftmanship techniques
like cluster settings to achieve a bigger diamond look using small
diamonds.

Reverie Lab-grown diamond jewelry is about the true luxury and

indulgence of possessing solitaire diamonds, a luxury that cannot
be put into words and can only truly be experienced by putting on
a set of Reverie Solitaire Diamond Jewelry.

What was once a dream, is now a beautiful and luxurious reality.

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WHAT SETS REVERIE DIAMONDS APART?

• Reverie carefully selects the best quality diamond seeds, based on the
most desirable color and clarity, to produce a bigger whiter, and brighter
diamond, resulting in exceptional solitaire diamond jewelry.

• Every Reverie Lab-Grown Diamond is graded by IGI, the most respected

laboratory for quality grading Lab-Grown diamonds, using the time-
honored grading system developed by the GIA. This means every IGI
report is testimony to Reverie’s commitment to exceptional quality.

• Reverie Lab-Grown Diamonds are cut to ideal or excellent proportions

ensuring it has maximum sparkle, fire, and brilliance.

• EFFY offers a 100% upgrade policy on Reverie Jewelry for any jewelry
in any EFFY store.

• The price point is 30-50% lower than traditional diamonds without

compromising on the 4C’s

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 UPGRADE & EXCHANGE
Every Cent Spent on Reverie Diamond Jewelry is preserved for the
future

Effy Jewelry offers a lifetime upgrade policy on most items. Upgrades will
be honored only if the new purchase price is greater than twice the
amount of the original purchase. The original piece must be in new
condition and must be accompanied by the original receipt.

Upgrading your laboratory-grown diamonds for any Effy jewelry piece:

your purchases will be exchanged at 100% credit of jewelry at least 2x or
greater value.

* Upgrade policy is valid on purchases made at an Effy Boutique or

EffyJewelry.com only.

* The diamond being upgraded must be in its original condition free of

any chips or scratches and must be accompanied by its original IGI
laboratory report.

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BENEFITS OF COLORED LAB-GROWN DIAMONDS

LOWER PRICE EXCEPTIONAL ECO FRIENDLY

POINT QUALITY

Laboratory-Grown diamonds
have the same physical, Laboratory-Grown diamonds are
Laboratory-Grown diamonds are chemical, and optical properties created in laboratories under
20-50% more affordable than as traditional diamonds. Ensuring controlled environments that
traditional diamond equivalents. you the same fire, brilliance, and don’t harm nature.
sparkle that we love.

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WHY REVERIE COLORED DIAMONDS?
PHYSICALLY CHEMICALLY OPTICALLY

• Best-quality diamond seeds

• IGI / GIA graded
• Cut grade XXX or Ideal
• Effy’s Lifetime upgrade policy Hardness Chemical composition Refractive index
10 Mohs scale Carbon 2.42
• 20-50% lesser in price Density Crystalline structure Dispersion
3.52 Cubic 0.044

REVERIE QUALITY WHAT SETS REVERIE DIAMONDS APART?

• IGI certified diamonds • Affordable Luxury

• Superior Clarity | IF-VS • Larger Size options
• Superior Color | Pink & Blue • Unique & Exclusive
• Superior Cut | XXX-Ideal • Cost-Effective
• Larger Carat Weight | 1ct and up • Individuality

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 BEST PRACTICES

• ‘Make sure you make guests understand that Lab-grown diamonds are
physically, chemically and optically identical to natural diamonds.. Once they
understand this the sale goes very easy.

• ‘Grading Reports help sell Reverie because they not only give the color,
clarity and carat weight of the diamond they also state it is a lab-grown
DIAMOND so you can prove it’s a diamond with the grading report’

• ‘I like to compare a Reverie ring with a traditional diamond ring and show the
guests the tags - they get to see a much better diamond with a grading
report and compare it to an average diamond, usually without a grading
report for twice the price!’

• ‘We sell Reverie by talking about the upgrade policy - I tell my guests that
they are going to love their diamond jewelry so much, they’re going to want
to come back next cruise and upgrade to a bigger one’

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