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Greenville, S.C.--A shop that bills itself as the “world’s first synthetic diamond jewelry store” has opened its doors here. Retailer D.NEA, which conducts most of its business online, said it opened the boutique to allow customers to learn about and view synthetic diamonds in person.

"Customers can now see the full variety and availability of lab-created diamonds with their own eyes. Plus, it is a great place to learn about lab-grown diamonds if you are not familiar with them," said D.NEA's CEO, Eric Franklin.

D.NEA is the retail brand of AOTC, which says it is the largest producer of jewelry-quality lab-created diamonds by carat weight, quantity, and color availability.

AOTC grows white diamonds up to 1 carat, fancy blue diamonds up to 1.5 carats and fancy yellow diamonds up to 2 carats in size.

This article first appeared on IDEX Online on Dec. 8.