The Diamond Press introduces the Diamond Executive Club, a private membership for executives across the diamond and jewelry trade, as well as investors and financiers. It also presents the quarterly Diamond Executive Report, offering high-level analysis and market insight, and the Global Diamond & Jewelry Tracker, which follows the performance of key publicly listed companies in the industry. Who am I? If you're in the diamond and jewelry trade and we haven't met, our introduction is long overdue. I'm a journalist turned entrepreneur and content creator, explaining the diamond market through video, podcast and writing. I share my thoughts about industry developments, and the story of this fascinating world of diamonds. Join our community: • Website: www.thediamondpress.com • Email: avi@avikrawitz.com • www.instagram.com/avi.krawitz/ • www.linkedin.com/in/avikrawitz/

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 Morrison, 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. Chapters 0:00 Introduction 3:06 Current State of Category Marketing 6:05 Measuring Success in Marketing Campaigns 10:01 Long-term vs Short-term Marketing Strategies 14:01 The Role of Emotional Messaging 20:59 Engaging Gen Z Consumers 25:27 Desert Diamonds 31:07 The Unique Value of Natural Diamonds 39:02 A Diamond is Forever: Evolution of a Slogan Learn more about Desert Diamonds: www.adiamondisforever.com Join our community: • Website: www.thediamondpress.com • Email: avi@avikrawitz.com • www.instagram.com/avi.krawitz/ • www.linkedin.com/in/avikrawitz/ WHO AM I? If you're in the diamond and jewelry trade and we haven't met, our introduction is long overdue. I'm a journalist turned entrepreneur and content creator, explaining the diamond market through video, podcast and writing. I share my thoughts about industry developments, and the story of this fascinating world of diamonds.

In this debut episode of The Diamond Dudes podcast, Avi Krawitz and co-hosts Rob Bates and Edahn Golan break down De Beers’ “Desert Diamonds” campaign and what it says about how the industry is reacting to lab-grown competition and changing consumer tastes. The conversation moves into the widening gap between natural and lab-grown diamonds, what’s actually happening at retail, and why it’s getting harder to sell lower-quality natural stones. Along the way, they reflect on World Diamond Day and share their own paths into the industry, before wrapping up with a look at the pending De Beers sale and why it could shape where the market goes next. WHO AM I? If you're in the diamond and jewelry trade and we haven't met, our introduction is long overdue. I'm a journalist turned entrepreneur and content creator, explaining the diamond market through video, podcast and writing. I share my thoughts about industry developments, and the story of this fascinating world of diamonds. Join our community: • Website: www.thediamondpress.com • Email: avi@avikrawitz.com • www.instagram.com/avi.krawitz/ • www.linkedin.com/in/avikrawitz/

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. Join our community: • Website: www.thediamondpress.com • Email: avi@avikrawitz.com • www.instagram.com/avi.krawitz/ • www.linkedin.com/in/avikrawitz/ WHO AM I? If you're in the diamond and jewelry trade and we haven't met, our introduction is long overdue. I'm a journalist turned entrepreneur and content creator, explaining the diamond market through video, podcast and writing. I share my thoughts about industry developments, and the story of this fascinating world of diamonds.

In this discussion, Avi Krawitz and diamond analyst Paul Zimnisky ((www.paulzimnisky.com) 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. Diamond Debates is supported by Sarine Technologies. Join our community: • Website: www.thediamondpress.com • Email: avi@avikrawitz.com • www.instagram.com/avi.krawitz/ • www.linkedin.com/in/avikrawitz/ WHO AM I? If you're in the diamond and jewelry trade and we haven't met, our introduction is long overdue. I'm a journalist turned entrepreneur and content creator, explaining the diamond market through video, podcast and writing. I share my thoughts about industry developments, and the story of this fascinating world of diamonds.

In this episode of Diamond Debates, Avi Krawitz 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 coordinated effort to rethink how value is created, communicated, and captured across the entire diamond pipeline. Diamond Debates is supported by Sarine Technologies. Join our community: • Website: www.thediamondpress.com • Email: avi@avikrawitz.com • www.instagram.com/avi.krawitz/ • www.linkedin.com/in/avikrawitz/ WHO AM I? If you're in the diamond and jewelry trade and we haven't met, our introduction is long overdue. I'm a journalist turned entrepreneur and content creator, explaining the diamond market through video, podcast and writing. I share my thoughts about industry developments, and the story of this fascinating world of diamonds.

Botswana’s diamond industry is heading into another pivotal year, with government data revealing inventory levels far above target and exposing the growing disconnect between supply and demand. In this video, I break down what 12 million carats of inventory really means for Botswana, De Beers, and the country’s broader strategy as Anglo American prepares to sell its stake in De Beers. The bigger question is not the inventory itself, but what the country / government needs to do to ensure longevity for its diamond trade. Join our community: • Website: www.thediamondpress.com • Email: avi@avikrawitz.com • www.instagram.com/avi.krawitz/ • www.linkedin.com/in/avikrawitz/ WHO AM I? If you're in the diamond and jewelry trade and we haven't met, our introduction is long overdue. I'm a journalist turned entrepreneur and content creator, explaining the diamond market through video, podcast and writing. I share my thoughts about industry developments, and the story of this fascinating world of diamonds.

In this engaging debate, Avi is joined by David Block, CEO of Sarine Technologies, to examine where the diamond industry stands and where it is headed. They unpack the contraction of the natural diamond market, the rise of lab-grown alternatives, and the growing responsibility of retailers to actively stimulate demand. The discussion moves through manufacturing realities, the shift from volume to value, and the industry’s renewed emphasis on profitability over scale. The conversation closes on a measured but confident view that natural diamonds can reestablish equilibrium as the foundation for sustainable growth. Diamond Debates is supported by Sarine Technologies. Join our community: • Website: www.thediamondpress.com • Email: avi@avikrawitz.com • www.instagram.com/avi.krawitz/ • www.linkedin.com/in/avikrawitz/ WHO AM I? If you're in the diamond and jewelry trade and we haven't met, our introduction is long overdue. I'm a journalist turned entrepreneur and content creator, explaining the diamond market through video, podcast and writing. I share my thoughts about industry developments, and the story of this fascinating world of diamonds.