“Here’s What Think!” is a newsletter series that poses the same set of questions to a variety of WDC members, to elicit their thoughts, memories and opinions on a variety of topics concerning themselves, their attitude about diamonds and the diamond industry, the World Diamond Council and the capacity of natural diamonds to play a positive role in countries and markets where they mined, marketed and purchased.
it’s about reshaping the industry
with fresh perspectives
FEBRUARY 20, 2024
Priti Parikh, Managing Director of the Antwerp-headquartered diamond company Primestar, turned her background in economics and banking into a sparkling career in diamonds. An HRD-certified gemmologist, she founded Primestar with her husband Raj Kothari in 2016, making it a rare women-led force in the industry.
Drawing invaluable lessons from motherhood and professional experience, Priti instils a sense of integrity, trust, and sustainability into every facet of the business. She drives strategy, finance and client relations, as the firm supplies luxury brands with traceable, high-quality diamonds. She says it’s a core company belief that its brilliance must extend beyond its diamonds.
What makes the diamond special?
For me, they have always been more than just gemstones; they carry immeasurable emotional value unlike any other product in the world.
I remember watching my mother carefully select diamond jewellery for my wedding day—pieces she had cherished for decades, each stone holding a memory, a milestone, a legacy. I also remember being proposed to by my husband with the enchanting promise of a natural diamond.
These moments taught me that natural diamonds are timeless luxuries that uniquely connect generations.
What makes the diamond industry special?
The diamond industry is built on trust, tradition, and deep-rooted relationships. It is exceptional for many reasons, but for me its primarily because I can work so closely with my family.
It’s an intergenerational industry, where knowledge, craftsmanship, and values are passed down, ensuring continuity and evolution. The unique blend of heritage and trust that makes it truly special.
But, beyond building a legacy, our industry has uplifted so many communities and cities around the world. I have seen firsthand how diamonds are a force for good, for example in India, specifically Palanpur and Surat, places that played a role in my childhood which were immensely elevated by natural diamonds.
What makes your company so special?
Primestar is more than just a diamond supplier—it is a company built on integrity, sustainability, and innovation. We are committed to ethical sourcing, ensuring that every diamond meets the highest standards of transparency and responsibility. What sets us apart is our dedication to bridging tradition with modernity.
We also are woman-led, and as such bring a unique perspective to an industry historically dominated by men. We champion inclusivity, gender equality and progressive business practices that not only benefit our partners, but also empower future generations in the trade.
Being a woman-led company isn’t just about representation—it’s about reshaping the industry with fresh perspectives and inclusive values. When I first stepped into the diamond trade, I saw firsthand how tradition shaped this male-dominated world. But I also saw an opportunity: to build a progressive organisation that champions integrity and transparency.
We challenge the norm, and also challenge the large incumbents through best practices, innovation and transparency.
We are not just suppliers; we are partners. Our commitment to excellence goes beyond words—it’s woven into how we do business, how we nurture relationships, and how we understand our clients DNA.
Describe the first time you held and studied a diamond?
The first time I held and examined a diamond was a moment I will never forget. It was in Antwerp, the heart of the diamond trade, where Raj and I had just begun our journey in the industry. I remember sitting in a well-lit office, amidst serious discussions, as a beautifully cut diamond was placed in my hand. As I turned it under the light, the fire and brilliance captivated me—it felt almost alive.
But beyond its beauty, what truly struck me was the weight of its journey. This gem had travelled millions of years beneath the earth before reaching this moment. Holding it, I understood the level of skill, precision, and responsibility that comes with bringing diamonds to the world.
That first encounter wasn’t just about admiring a stone—it was the beginning of a lifelong passion for gemstones, jewellery and their stories.
Who is your role model?
My husband is my role model. He has been my biggest supporter, empowering me to reach my fullest potential. His unwavering belief in my abilities, combined with his wisdom and business acumen, has been instrumental in shaping my journey in the diamond industry. He has taught me the importance of perseverance, strategic thinking, and maintaining integrity in all aspects of business. His guidance and encouragement have given me the confidence to take bold steps, break barriers, and contribute meaningfully to the industry.
Having a partner who not only believes in your vision but actively supports your growth is a rare and invaluable gift, and I am grateful for that every day.
What convinced you to pursue a career in the diamond industry?
My journey into the diamond trade was inspired by both personal and professional influences. Witnessing my husband’s success in the industry ignited my curiosity, but it was my passion for business and my desire to challenge the status quo and create change that led me to become an HRD-certified gemologist.
Women are the primary users and consumers of diamond jewellery, yet for too long, they have been underrepresented in the supply-chain of crafting and distributing these precious stones. I saw an opportunity to not only contribute to a more transparent, ethical, and inclusive industry but also to bring a much-needed female perspective to an industry where women should naturally have a greater presence and influence.
What problems did you encounter as a newcomer to the industry?
Breaking into the diamond industry as a woman came with challenges. In the early days, I often found myself in rooms where I was the only one. There were moments when my voice wasn’t immediately heard or valued, but I refused to let that deter me. I stayed true to my values—building strong relationships, prioritizing ethical practices, and ensuring a high level of quality and service. Over time, trust and respect followed.
But my journey isn’t just about overcoming challenges; it’s also about inspiring the same for other women. I dream of an industry where more women step into leadership roles, where their voices are not just heard but sought after. I work towards a future where the diamond trade fully embraces diversity, recognizing that women bring unique perspectives, intuition, and integrity that can transform the business beyond its transactional nature.
What are the most important things to take into account when guaranteeing the integrity of the diamond industry’s supply chain?
Guaranteeing integrity requires commitment to transparency, responsible sourcing, and adherence to best practices.
The Kimberley Process plays a vital role in preventing conflict diamonds from entering the market, but we must go beyond compliance—leveraging technology like blockchain to provide traceability with a very strict chain-of-custody, working closely with partners who share our ethical commitments so that we can offer an integrated supply chain from the mine that is trusted by the most prestigious jewellery and watch brands
Can diamonds be a force for good? How?
Absolutely. When sourced responsibly, diamonds provide livelihoods for millions and fund critical infrastructure, education, and healthcare in mining communities. The industry has made significant progress in sustainable practices, and continued efforts in fair labor, environmental responsibility and traceability will further ensure that diamonds remain a force for positive impact.
Why did you join the World Diamond Council?
The World Diamond Council is at the forefront of shaping a responsible diamond industry. By joining, we have the opportunity to contribute to global discussions on ethical sourcing, support the Kimberley Process, and advocate for best practices that enhance consumer confidence and industry accountability.
The WDC aligns perfectly with Primestar’s mission to drive transparency.
If you weren’t in the industry, what would you like to do instead?
I could easily see myself immersed in high fashion or fine jewellery design, which are both industries that celebrate craftsmanship and individuality. As a fashionista, you can usually find me wearing bold outfits or colors while pairing unusual fabrics in the process. Perhaps this would translate into building a product with powerful story-telling just like diamonds. But more than just building a brand, my heart also lies in inspiring and supporting women entrepreneurs along the way.