Six is using a newer process known as C.V.D., or chemical vapor deposition, which uses low pressure in a vacuum filled with gases that react to create layers of carbon that gradually consolidate into a single stone. The new method is cheaper and easier to monitor than the older one and hence capable of being scalable as a jewelry business. "Synthetics will never be as big as our natural business, and our investments into the space are dwarfed by those elsewhere," Mr. Cleaver said. "But we have a massive advantage over everyone else, given the know-how and infrastructure provided by Element Six. So it's something we have decided to be very serious about." (A $94 million plant that De Beers is building in Gresham, Ore., is expected to generate half a million rough carats a year after its completion in 2020.) De Beers itself has been "growing" diamonds at Element Six for 50 years, gradually producing stones from a hydrocarbon gas mixture in a high-pressure, hightemperature reactor. This statement, along with Mr. Cleaver's assertion that their information and infrastructure gives De Beers a massive advantage, reflects which element of Porter's 5 Forces? Bargaining power of buyers Rivalry among existing competitors Threats of new entrants Bargaining power of suppliers Threat of substitutes