We spoke with Nisarg Mehta, Director at Robbins Brothers, the 100+ year-old jeweler known for its heritage and customer-first approach. As consumer values continue to evolve, Nisarg shared how the company is adapting its diamond strategy, embracing traceability, and preparing for a more transparent future.

Q: How is Robbins Brothers evolving its strategy around natural vs. lab-grown diamonds? Natural diamonds have always been part of our foundation. They carry a sense of permanence and emotional depth that customers strongly connect with. But we also saw early on that lab-grown diamonds had a place in the market and introduced them to meet the needs of a broader customer base.

As the lab-grown segment grows and prices continue to fall, we’re being more intentional about how we present both categories. Natural diamonds continue to be the preferred choice for milestone moments and heirloom-quality pieces. Lab-grown diamonds tend to appeal to customers looking for a larger look at a lower price, or for fashion-focused and self-purchase occasions.

Our focus is on education and clarity. We want customers to understand both the pricing and long-term value differences. We’re training our teams and updating our messaging to help people feel informed and confident, rather than overwhelmed by options. The right diamond should match the meaning of the moment.

Q: How has customer interest in ethical sourcing and traceability changed? Over the past decade, we’ve seen a significant shift in how customers — especially younger generations — approach diamond buying. It’s no longer just about the 4Cs. There’s a fifth C now: conscience. People want to know where their diamond comes from, how it was sourced, and whether it aligns with their values. Provenance, ethical sourcing, and environmental impact are becoming key parts of the purchase conversation — particularly among Millennial and Gen Z shoppers.

We’ve always taken sourcing seriously, working with suppliers aligned with responsible practices. That includes support for the Kimberley Process, working with mines that invest in local communities, and ethical producers of lab-grown diamonds.

More recently, we’re seeing a stronger demand for verified traceability. People want to move beyond verbal assurances and see objective proof. Tools like blockchain-backed platforms and third-party certifications are gaining interest because they provide that added level of transparency.

We view this as a positive evolution. It pushes the entire industry forward and aligns with our long-term vision: to sell diamonds that people feel proud to wear — not just because they’re beautiful, but because they reflect a deeper integrity. As a younger leader in a heritage-driven business, I see my role as bridging generations — honoring the legacy of what diamonds have always represented, while championing the values that matter most to today’s customer. That’s why we’re actively exploring ways to integrate verified traceability tools into our supply chain, so every diamond comes with confidence and clarity, both emotionally and ethically.

Q: Does traceability impact customer buying decisions? It definitely can. For some customers, it’s a deciding factor. For others, it adds emotional value.

One example that stands out was a customer looking to upgrade his wife’s diamond for their anniversary. I showed him a stone with full traceability, including its origin and even an image of the original rough. He was completely captivated — not just by the stone itself, but by the entire journey it had taken. From forming over billions of years deep in the earth, to being discovered in Africa, shipped to India for cutting and polishing, and finally arriving here at Robbins Brothers. it gave the diamond a sense of life and purpose. What began as a simple upgrade suddenly became something much more meaningful. The story behind the diamond added a layer of romance that he hadn’t expected — it wasn’t just a gift anymore, it was a symbol of history, transformation, and intention.

More broadly, even when customers don’t initially ask about traceability, we’ve found that they respond very positively when we introduce it. It builds trust, adds emotional value, and turns the diamond into more than a product — it becomes a story they feel proud to share.

Q: Do you see traceability becoming standard across the industry? Yes. As consumer expectations grow and technology improves, traceability will become a standard feature. People want clarity about where their diamond came from and how it got to them.

At the same time, it’s important to understand the complexity of the trade. Many beautiful, ethically sourced diamonds don’t have digital records, especially older or vintage stones. We still fully stand behind those pieces.

We’re preparing for both scenarios. We’re working to expand traceable inventory while continuing to educate customers and our teams on the broader context and value of each diamond we offer.

Q: What role will Robbins Brothers play in the future of the industry? We’ve built our brand around love, trust, and life’s most meaningful moments. Our role now is to carry those values forward while adapting to what today’s customers care about.

We were early to introduce lab-grown diamonds, not to follow a trend, but to offer more choice. That same forward-thinking approach is guiding us as we focus more on traceability, education, and storytelling.

We’re not just selling diamonds. We’re helping people celebrate milestones with confidence and pride. With over a century of experience and a continued focus on innovation, we’re committed to helping lead the industry forward.

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