Lawsuit for false advertising?

Overall, this seems rather analogous to bottled water. Penn and Teller did a brilliant "Bullshit" episode about bottled water back in the day. It got sifted, but is now dead. The entire episode (first half is about feng shui, second half about water) is available on vimeo, though:
https://vimeo.com/193125042

Long story short, most bottled water presents itself as coming from a mountain spring, or glacier, or whatever. But in reality, the vast majority is simply municipal water from whatever city the packaging plant is in, usually not going through any additional filtration or purification at all.

At least with water, it is possible to test for contaminants. Diamonds can be graded / assayed to certify some basic characteristics, but of course there is no straightforward way to track their history and know where they came from, etc. At least, not short of having a paper trail tracing it back to the place and time that it was mined, which could easily be faked.

Bottled water gets away with promoting an "image" of being sourced from mountain springs or whatever by never actually claiming that it is in a legal sense. Usually there is fine print available noting the location that the water came from / was packaged. This diamond company seems to go beyond that and to make claims about their diamonds that are impossible to actually prove. Hopefully they get nailed/shut down.

Of course it is a scam, because diamonds are a scam.

scam-ception?

I remember that episode, they gave people hose water and told them it was various rare waters from super special places. Comedy gold!

And diamonds...are not that rare.
It's a marketing hoax their value.

So it is really double irony.

Brilliant Earth of course insists that the video is a lie, but then their entire industry is built on lies.
https://www.brilliantearth.com/news/statement-on-sourcing/

True. It's the diamond cartels (actually it may just be one now) that control how many diamonds are allowed onto the market each year, which is the only thing that keeps them valuable. There are diamond mines in the world that actually produced so many uncut diamonds, that they piled them up on the floor of the mine and then sealed the entrances with concrete, putting local miners out of work.

As a Canadian I would like to say that I'm sorry to be so hard-line about this but please Beautiful Earth would you stop using our name to sell your diamonds. We would really appreciate it.

Thanks, and sorry again.

- Canada

And now this

Bwaahahahaha! If they thought that suit would scare him off and make it all go away, it's sure not having the effect they wanted. It can only make people curious enough to look him up, and they'll find this, with the links to the class action, something else brilliant earth hopes no one hears about.
D'oh!