In this episode of Diamond Debates, Avi is joined by Wes Tucker, CEO of Tracr, to unpack the proposition that the diamond industry must adapt to or risk decline by pivoting decisively toward value.

The wide-ranging discussion explores structural shifts reshaping the market, from oversupply, mine economics, and geopolitical pressure, to changing consumer spending habits, the rise of lab-grown diamonds, and the growing importance of branding, design, storytelling, and traceability.

Wes and Avi argue that broad, one-size-fits-all category marketing is losing effectiveness, and that future growth depends on clearer differentiation, higher-value product strategies, and more personalized retail experiences that reconnect diamonds with aspiration, rarity, and long-term emotional meaning. The conversation ultimately frames as a  ...