Editors

Kwiat’s ‘Mine to Shine’ Illuminates the Questions Consumers Might Start Asking

EditorsAug 30, 2023

Kwiat’s ‘Mine to Shine’ Illuminates the Questions Consumers Might Start Asking

The retail offering, said to be the first of its kind, allows customers to follow a single rough diamond through the cutting process.

Woman holding rough diamond Kwiat Mine to Shine
Kwiat’s new “Mine to Shine” program allows consumers to follow a rough diamond through the process of cutting to setting in an engagement ring. Mine to Shine is being offered at the company’s stores in New York City and Las Vegas, as well as at authorized Kwiat retailers.
As summer fades to fall and brings about the inevitable onset of the holiday season, I’d like to take a break from talking about advertising lab-grown diamonds, dissing lab-grown diamonds, and pricing lab-grown diamonds to talk about natural diamonds.

You remember those, right?

A couple weeks ago, I had the chance to catch up with Kwiat CEO Greg Kwiat about a new initiative the company just launched, “Mine to Shine.”

Billed by the brand as the first retail offering of its kind, Mine to Shine allows consumers to see their diamond’s journey all the way through, starting from when it was a piece of rough pulled out of the earth.

For the program, Greg said the company is working with a select group of longtime partners, sourcing its diamonds mainly from Botswana, Namibia, South Africa, and Canada.

Those partners, he acknowledged, are sourcing their rough primarily from De Beers Group, as well as from Lucara Diamond Corp., operator of the Karowe mine in Botswana.

Utilizing the companies’ respective technologies—Tracr (De Beers) and Clara (Lucara)—Kwiat and its partners are able to track diamonds from the rough stage, documenting their progress throughout the entire cutting and polishing process.

At the retail level, Greg said Kwiat’s mantra is to “meet the customer where they are at.”

Customers can come in and select a rough diamond that will result in the size and shape of diamond they want. Or they can select a diamond that’s already cut and polished and Kwiat will share with them the stone’s history.

“Luxury today is a broader concept than it was 20 years ago. Today, there’s an authenticity you have to have in order to truly present yourself as luxury,” Greg said when asked to explain the genesis of Mine to Shine.

“[Consumers] care more today about the journey of the products that they buy and the good they may have done along the way … It’s not just about the price or the end product; it’s the story and journey of how that product was created.”

Kwiat Mine to Shine rough
Consumers who want a Mine to Shine diamond have the option of selecting the rough diamond that will become their engagement ring. For each Mine to Shine purchase, Kwiat will donate to charity:water, which provides families worldwide with clean drinking water.

He said some of the change in luxury purchasing behavior can be attributed to a generational shift.

Millennials (now ages 27-42) and their younger predecessors, the up-and-coming members of Gen Z (ages 11-26), are said to care more about the social and environmental impacts of the products they buy.

Greg attributes this in part to there being a lot more conversation about the environment right now, though I would argue that in this summer of record heat and historic flooding, it’s a conversation everyone is at least hearing, even the allegedly disaffected members of my generation, Gen X.

But he pointed out, “This generation is the first to really have that as the starting point of their journey. For people coming of age today, it’s not new; it’s [just] how it is.”   

The claim that younger consumers are more socially conscious is one I’ve been hearing for well over a decade and while I don’t necessarily disagree with it, I do wonder how often this interest in ethical origin and environmental stewardship bears itself out at retail.

After all, aren’t these the same consumers who’ve embraced fast-fashion, propelling the rise of companies like Shein, now a $100 billion business?

Anytime I’m at a trade show or a conference and the topic comes up, jewelers mostly tell me that none of their customers really ask about the origin of the diamonds, gold, etc., that’s used to make the jewelry. They’re more concerned with No. 1., price, and No. 2, style.

At Kwiat, Greg said by and large, customers do not regularly ask about origin either, though he noted that may be because they don’t know to ask. He also pointed out that country of origin information for rough hasn’t been available until very recently.

Now that it is, Kwiat wants to be one of the first to share it with consumers because, he believes, they will start asking soon. 

“We want to be ahead of it,” he said.

While answering customer inquiries obviously is important for retailers, it’s worth noting that knowing a rough diamond’s country of origin soon will have a more practical application.

As we reported back in February, tighter sanctions on Russian diamonds are coming. A story published this week by The New York Times said a formal announcement is expected next month, with the new sanctions slated to take effect in January. 

The tighter sanctions won’t initially include diamonds smaller than 1 carat—which, incidentally, is a lot of what Russian mining giant Alrosa produces—but they will put pressure on diamond companies to be able to prove their larger gems aren’t coming from Russia.    

 Related stories will be right here … 

Though I started writing this piece with the intention of not mentioning lab-grown diamonds, I did have to ask Greg if Mine to Shine was at all a reaction to consumers’ growing interest in man-made stones.

While lab-grown diamonds generally do not occupy the same echelon as Kwiat, he did acknowledge that the company, “live(s) in the same diamond industry as everyone else,” so it has to pay attention to the lab-grown market. 

“[Mine to Shine] wasn’t specifically done as a reaction to lab-grown but when you factor in where we think lab-grown is going, it’s a good way to stand behind the meaning of natural,” he said.  

He concluded, “The lab-grown diamond industry got ahead of the natural diamond industry in telling a certain story,” which was “unfair” because natural diamonds positively impact people all over the world.

The Latest

Brilliant Earth Jolie Mosaics engagement ring
FinancialsAug 08, 2025
Brilliant Earth’s Q2 Sales Up 3% as Engagement Ring Sales Rise

The company raised its full-year sales guidance while noting it has not yet assessed the potential impact of the latest tariff news.

Jewellers for Hope charity event
Events & AwardsAug 08, 2025
GJEPC’s Jewellers for Hope Celebrates 10 Years of Fundraising

The organization has raised more than $1.3 million for charity since its inception.

Rahaminov Diamonds Emerald-Cut Diamond Bezel Bangle
TrendsAug 08, 2025
Piece of the Week: Rahaminov Diamonds’ Bezel Bangle

The brand’s latest iteration of a bezel-set diamond bangle features clean lines and a timeless design for a new modern silhouette.

rio-article photo-diamond.jpg
Brought to you by
Taking the Moment Head On: How Rio Grande Champions the Present & Future of Fine Jewelry

As a leading global jewelry supplier, Rio Grande is rapidly expanding and developing new solutions to meet the needs of jewelers worldwide.

Black and white photo of Tony Bennett near a microphone
WatchesAug 07, 2025
Bulova’s New Collection Honors Tony Bennett

The first watch in the series commemorates his participation in the Civil Rights movement, marching from Selma to Montgomery in 1965.

Weekly QuizAug 08, 2025
This Week’s Quiz
Test your jewelry news knowledge by answering these questions.
Take the Quiz
Sapphire page in Chatham’s “Ultimate Lab-Grown Catalog”
Lab-GrownAug 07, 2025
Chatham Releases Catalog for Loose Lab-Grown Gemstones

The catalog contains a complete listing of all the loose gemstones in stock, as well as information about the properties of each stone.

Rembrandt Blue Jay, Hummingbird, Cardinal Bird Charms
TechnologyAug 07, 2025
Rembrandt Charms Debuts New Website, Bird Charms

The company added a retailer dashboard to its site and three new birds to its charm collection, the cardinal, blue jay, and hummingbird.

an instructor and a student in a bench jewelry classroom
Brought to you by
Investing in the Next Generation of Bench Jewelers

The Seymour & Evelyn Holtzman Bench Scholarship from Jewelers of America returns for a second year.

Shipping containers on a ship
Policies & IssuesAug 06, 2025
Tariff on India to Rise to 50%, Trump Says

An additional 25 percent tariff has been added to the previously announced 25 percent.

Claire’s storefront
MajorsAug 06, 2025
Claire’s Files for Chapter 11 Bankruptcy Again

The jewelry and accessories retailer plans to close 18 stores as part of the proceedings.

Smith & Son Jewelers storefront Springfield Massachusetts
IndependentsAug 06, 2025
Smith & Son Jewelers to Close 107-Year-Old Location

Its Springfield, Massachusetts, store is set to close as owner Andrew Smith heads into retirement.

Zahn-Z Beluga Spout Grey Spinel Ring and Beluga Spout Mandarin Garnet Ring
CollectionsAug 06, 2025
Zahn-Z Swims With Whales in ‘Beluga’ Collection

Designer Hiba Husayni looked to the whale’s melon shaped-head, blowhole, and fluke for her new chunky gold offerings.

Paola De Luca presenting Trendbook 2026+ at Vicenzaoro
TrendsAug 06, 2025
Paola De Luca to Release Trendbook 2027+

She will present the 23rd edition of the trend forecasting book at Vicenzaoro on Sept. 7.

Omar Roy mugshot
CrimeAug 05, 2025
Report: Suspect Arrested in 1992 Murder of Miami Jeweler

Omar Roy, 72, was arrested in connection with the murder of jeweler Dionisio Carlos Valladares.

Mignon Faget Beyond Katrina Pendant and Beyond Katrina Pin
CollectionsAug 05, 2025
Mignon Faget Commemorates 20th Anniversary of Hurricane Katrina

The New Orleans-based brand’s “Beyond Katrina” jewels honor the communities affected by the storm.

National Jeweler columnist Lilian Raji
ColumnistsAug 05, 2025
The PR Adviser: Affiliate Marketing Is the Cost of Coverage

Lilian Raji explains why joining an affiliate network is essential for brands seeking placements in U.S. consumer publications.

Jewelers of America Logo
Events & AwardsAug 05, 2025
JA Announces Seymour & Evelyn Holtzman Bench Scholarship Winners

The organization has awarded a total of $42,000 through its scholarship programs this year.

2026 Gem Awards logo
Events & AwardsAug 04, 2025
Gem Awards, David Yurman Introduce $50K Grant for Emerging Designers

The winner of the inaugural David Yurman Gem Awards Grant will be announced live at the 2026 Gem Awards gala.

Marlo Laz peridot and diamond Alexandra earrings
TrendsAug 04, 2025
Amanda’s Style File: August’s Bright Baubles

As summer winds down, celebrate the sunny disposition of the month’s birthstones: peridot and spinel.

Surveillance image of Watch King robbery suspect
CrimeAug 04, 2025
‘The Watch King’ Assaulted, Robbed in Queens

Moshe Haimoff, a social media personality and 47th Street retailer, was robbed of $559,000 worth of jewelry by men in construction outfits.

Xavier Dibbrell
MajorsAug 04, 2025
Borsheims Welcomes New Assistant Facilities Manager

Xavier Dibbrell brings more than a decade of experience to the role.

Signet Jewelers logo
MajorsAug 01, 2025
Helzberg President Julie Yoakum Moves Over to Signet Jewelers

The addition of Yoakum, who will lead Kay and Peoples, was one of three executive appointments Signet announced Thursday.

Mike Alexander
MajorsAug 01, 2025
Jewelers Mutual Names Mike Alexander as President

The insurance company’s previous president and CEO, Scott Murphy, has split his role and will continue as CEO.

 Gemfields rough rubies
SourcingAug 01, 2025
Gemfields’ Auction Revenue Drops 50% in H1

The nearly six-month pause of operations at its Kagem emerald mine earlier this year impacted the miner’s first-half results.

Hernsdorf Tears of Aphrodite Necklace
CollectionsAug 01, 2025
Piece of the Week: Hernsdorf’s ‘Tears of Aphrodite’ Necklace

The necklace uses spinel drops to immortalize the moment Aphrodite’s tears mixed with her lover Adonis’ blood after he was fatally wounded.

Stock image of a polished diamonds being held by tweezers
SourcingJul 31, 2025
De Beers Records $189M First-Half Loss

The diamond miner and marketer warned last week that it expected to be in the red after significantly cutting prices in Q2.

Lindsey Scoggins Studio convertible flower earrings
Events & AwardsJul 31, 2025
These Are the 2025 CASE Award Winners

Jewelers of America’s 35th annual design contest recognized creativity, artistry, style, and excellence.

×

This site uses cookies to give you the best online experience. By continuing to use & browse this site, we assume you agree to our Privacy Policy