You’ve heard of growing real meat without farming animals, but have you heard about growing real diamonds without mining the earth?

Human rights and environmental advocates have tried to reform the diamond mining industry, but what if the answer was as simple as just growing diamonds in a lab? That’s what start-ups like Ada Diamonds are betting on. They sell lab-grown diamond jewelry that’s molecularly identical to naturally-formed diamonds, but for only two-thirds the price. In fact, the FTC just changed its definition of “diamond” to make it clear that lab-grown diamonds are indeed real diamonds, and that companies like Ada can market them as “cultured diamonds.”

So listen to the husband-wife cofounder duo, Lindsay Reinsmith and Jason Payne, and learn all about how these diamonds are made, who’s buying them, and why the future of the jewelry industry may indeed be more cultured.