Brilliant Earth, the online diamond jewelry company whose USP is socially and environmentally responsible sourcing and complete chain of custody transparency, has resolved its defamation suit against Jacob Avital, reports JCK's Rob Bates. The videos have been removed from YouTube. Last summer, Avital published two widely-viewed videos on YouTube of his hidden-camera 'exposure' of Brilliant Earth as a scam, whose practices do not match its claims to transparency of origin for their diamond supply chain.
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.