Gen-Z’s changing values are reshaping the diamond market. This debate examines whether - and why - natural diamonds are losing relevance among younger consumers, what’s pulling them toward alternatives, and if the industry can win them back.

Avi unpacks the issue with Matt Gabel of MJ Gabel, a fine-jewelry advisory firm.

Diamond Debates is supported by Sarine Technologies.

David Kelly is the CEO of the Natural Diamond Council (NDC), the organization responsible for driving consumer interest in natural diamonds.

Nearly four years since the rebranding of the NDC in 2020, the organization is embarking on a new campaign: ‘Real, Rare, Responsible,’ highlighting the values it argues are inherent in natural diamonds.

In his role, David has developed a unique perspective of how the industry operates in different markets and cultures, how to approach category marketing in today's brand-centric environment, and the interaction between lab-grown and natural diamonds.

Learn more about the NDC at www.naturaldiamonds.com and via the handle @onlynaturaldiamonds on Instagram and Tik Tok.

Thabo Manne is the manager for social compliance at the Cullinan mine in South Africa. Petra Diamonds, which owns the operations, has embarked on a strategy to put sustainability front and center of its decision making, governed by its four pillars - people, planet, partners, and production.

Tasked to engage with the communities affected by Cullinan, Thabo sits at the core of that strategy, offering insight to how corporates, and the broader diamond industry, has changed focus to drive upliftment.

Find out more about Petra's sustainability program here: https://www.petradiamonds.com/sustainability/