The video is incorrect when it states baldly, “Diamonds can’t be tracked.” True, there is nothing gemologically in a diamond that offers any proof of origin. But there is no reason that diamonds can’t be tracked. Bananas are tracked. Coffee is tracked ... If a manufacturer buys directly from a specific mine, establishing a diamond’s origin should be relatively easy. All it has to do is segregate those specific goods and then make its systems open to audit ... Brilliant Earth, like other e-tailers, stocks virtual inventory. It is also true that the stones it sells sometimes appear on other sites. I wouldn’t call any of that a smoking gun. And I wouldn’t call a company a scam based on one supplier’s purported comments on a hidden-camera video.
- JCK's Rob Bates on the 'Brilliant Earth Diamond Scam" video.