Last night I had the immense pleasure of attending a talk titled “America First: The Importance of the US Market” by the charming and disarming Martin Rapaport. Among the many compelling points he covered were: unsustainable rough prices, “the last 18 inches“, over-grading diamonds, differentiation, and the importance of branding.

For me, the most curious question he posed was: how to make diamonds “cool”?

While the industry is (somewhat) no longer dismissing the millennial generation through measured social engagement initiatives, Mr. Rapaport’s question challenges us to dig deep. Clearly, no one will have answers anytime soon on how to make diamonds “cool”, but I spy a beautiful challenge…