Diamantaire Melvin Moss tells the industry: "Stop promoting 50 percent discounts. Stop cutting your customers throats and start working with your customers for the long term health of diamonds. Retailers, it’s enough with the 70-80 percent off...you’re lying! You’re cheating your customers and doing permanent damage to everyone selling diamonds. Miners look to your bottom line 5 years from now and protect the future value of your diamonds. Cutters support your distributers and stop diminishing their profit with your downstream efforts. All levels of the pipeline add value and contribute greatly to boosting the consumers’ image of diamonds ... without full participation the system breaks down."