Vince asserts that his company produces "the world's first and only diamond made entirely from the sky," utilizing the sun, wind, rain, and atmospheric carbon, making any reference to "lab-grown" inaccurate.

The ASA's ruling against Skydiamond in April followed a complaint from the Natural Diamond Council (NDC).

Vince expressed disappointment with the ASA's handling of the case, stating, "It was clearly a competitor complaint and there is a different process for that." Skydiamond intends to appeal the decision and is prepared to seek a judicial review to challenge the ASA's exercise of its authority as a public body.