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This site had the following on the web site, "Custom Jewelry, Bridal, art, and Motif." We noticed that the web page said " Earth Friendly, Ethical and Cost Effective? In 1998, Moissanite was introduced to the jewelry industry as a diamond alternative." It also stated " Some of this was a byproduct of finding a more cost effective alternative to diamond. Fortunately, this movement came at a pivotal time when social and ecological awareness became and an increasing concern. There are many great advantages to using this awesome gemstone. Today most diamonds are mined using ethical and earth friendly practi." The header had madeinmichigan as the highest ranking keyword. It was followed by artisanjewelers, cadillacmichigan, and jewelry which isn't as ranked as highly as madeinmichigan. The next words the site uses is handcrafted.