There is the old notion of 'connotation' and the more modern one of the 'emotional meaning'. This may explain the association with jewels . No harm is done with Peter's Ruby cantilevers considering the price but think of those + 10 K Koetsus 'tuned' in synthetic precious stones. However even if those are 'real' or 'natural' one should never try to sell them as separate merchandise.
Elizabeth, those Dyna 'diamonds' are those also, uh, not real?
Elizabeth, those Dyna 'diamonds' are those also, uh, not real?