For a moment there, I had an image of a person lugging around a decaying corpse. Now that I have seen the website, I really do not see anything wrong. I mean, some people carry a bit of ashes( of their loved ones) around in a vial, diamonds is just the next step( more durable and long-lasting too).
Sureeee... it might seem creepy if a person starts pointing out a gem here and there and starts reciting, "This is Aunt Jenny, that is Uncle Tom, this is-...", but when it comes to the crunch, it really does not matter.
The only way I can see this in a negative light is if the cremated one specifically said beforehand that he/she does not want to become a diamond.
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