Swarovski, which got into the lab-grown diamond business by launching its DIAMA Brand last May, has announced that it will show off “synthetic diamond jewelry created by its subsidiary, Atelier Swarovski” at the Academy Awards ceremony on February 26.

Nadja Swarovski, a member of the company's Executive Board quoted in Rough & Polished, said that Swarovski’s jewelry collection of synthetic diamonds and crystals on the red carpet “reflects the company’s 120-year heritage, and the innovation, craftsmanship and sustainability embedded in its DNA”.

Swarovski’s move coincides with the decision by the Diamond Producers Association (DPA) to air a commercial promoting natural diamonds during the ceremony. Earlier this month, during the International Diamond Week in Israel (IDWI), Jean-Marc Lieberherr, Chief Executive Officer of the DPA, revealed that the DPA has secured a 15-second spot for its “Real is Rare. Real is a Diamond” campaign on Oscar night.