For Colleen Rafferty of San Mateo, Calif.-based Christensen and Rafferty Fine Jewelry, the decision to sell lab-created diamonds from Gemesis Corp. was based on a solid business relationship. For Karl Shrode of Shrode Jewelers in Sarasota, Fla., it was an attempt to reach customers who wanted to buy a yellow diamond but couldn't afford the price tags on natural ones.

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