Pressing Matters with Avi Krawitz

In this episode of Diamond Debates, Avi Krawitz is joined by J.R. Dunn Jewelers President Sean Dunn to examine whether branding can counter an increasingly commoditized diamond market. The discussion explores why diamond branding has historically struggled, the relationship between category marketing and individual brand building, the growing importance of storytelling, origin and provenance, and how retailers can differentiate natural diamonds beyond the 4Cs. Drawing on Dunn's experience developing Botswana-sourced jewelry collections and traceable natural diamond programs, The conversation argues that preserving the value of natural diamonds increasingly depends on creating meaningful emotional connections through design, authenticity, and compelling human stories. Suggested Timestamps 00:00 Introduction02:10 Why branding diamonds has always been difficult07:15 Did grading reports unintentionally commoditize diamonds?10:00 Why branding jewelry is easier than branding diamonds14:15 Building a brand around Botswana origin and traceability20:15 Do consumers really care where their diamonds come from?27:30 How independent jewelers can build their own brands34:35 Why selling "value" isn't the best natural diamond strategy40:20 Category marketing vs. retailer branding: Finding the balance47:00 De Beers, Origin, and the future of natural diamond storytelling

Avi is joined by Tom Chatham, chairman of Chatham Inc., to debate the current state and future prospects of the lab-grown diamond market. The discussion explores shifting market dynamics, technological advances in synthetic diamond production, industry challenges and marketing strategies, high-tech applications and niche markets, and efforts to establish a lab-grown industry body to advocate on the sector’s behalf. Diamond Debates is supported by Sarine Technologies.

This debate explores the current state of category marketing in the natural diamond industry, focusing on strategies, metrics for success, and future campaigns like Desert Diamonds. Avi is joined by Sally Morrisoin, natural diamonds market lead at De Beers, to discuss how emotional storytelling and long-term planning are key to revitalizing consumer interest and demand. Diamond Debates is supported by Sarine Technologies. Learn more about Desert Diamonds: www.adiamondisforever.com

From the Kimberley Process to sanctions compliance, traceability rules, AML requirements and ESG reporting, the diamond trade operates under layers of oversight that few luxury sectors face. Supporters argue regulation protects consumer trust and shields the industry from reputational risk, while critics say it adds cost, slows trade, and disproportionately burdens smaller players without solving core structural problems. In this discussion, Avi and Feriel Zerouki, president of World Diamond Council (WDC), explore whether these rules are strengthening the industry’s long-term credibility or gradually squeezing its competitiveness in an already fragile market. Diamond Debates is supported by Sarine Technologies.

In this discussion, Avi and diamond analyst Paul Zemniski delve into the future of De Beers and the diamond industry as a whole.They discuss the implications of Anglo-American's divestment from De Beers, the challenges posed by lab-grown diamonds, and the need for a rebranding of the natural diamond market. The conversation also touches on the importance of inventory in retail and the evolving consumer preferences in the diamond sector. DiamondDebates is supported by Sarine Technologies.