ASHLAND, Ore., Nov. 7, 2016 /PRNewswire/ -- Ron Hansen, Vice President of Operations for Gold and Gems Fine Jewelry, announced today the launch of an exclusive brand of diamond alternative - the DIAMONNA™ laboratory grown gem. Photo - http://photos.prnewswire.com/prnh/20161107/436877 The lab grown diamond alternative market is not new to Gold and Gems Fine Jewelry. The company experienced a great deal of success in the distribution of these gems in recent times, leveraging its knowledge and reputation in selling high quality mined diamonds for over 30 years. Following its investment in advanced research and development in creating diamond-like gems in a laboratory setting, which are known as "lab grown" diamond alternatives, the company has established its own brand, which is reportedly superior in quality to all others and indistinguishable to the naked eye from high quality mined diamonds. Comprised of a high carbon content, the same element of the mined diamond, and other minerals, the DIAMONNA™ is produced in a target range of VVS1 - VVS2 clarity, based upon GIA standards, with excellent polish and symmetry. It actually tests as a mined diamond with thermal testing devices. As for color, the DIAMONNA™ is rated E,F or H,I in color also by GIA standards, which is the most preferred color choice of today's customers. It is harder than sapphire on the Mohs scale (9.25 on a scale of 10) and is more brilliant than most mined diamonds. Above all, the DIAMONNA™ is offered at a small fraction of the price of a mined diamond that is comparable in size, cut, and color. Mr. Hansen states, "We're very excited about the launch of DIAMONNA™ because we know it represents a special brand, exclusive to many others in this space in which we have a great deal of first-hand knowledge and expertise. We're so confident in the sheer beauty and quality of our product that we are offering a warranty to buyers that is second to none." This DIAMONNA Peace of Mind Warranty™ is a lifetime commitment that covers replacement of half of the value of the gem in the unlikely event of chipping, fading, cracking, scratching, or breaking.