
An Ever-Evolving Landscape:
In the world of luxury, perceptions are shifting. Modern consumers demand more than just beauty. Today’s consumers prioritise responsible practices and a deeper understanding of where their products originate, from transparency, sustainability, and ethical sourcing.
At Primestar, we understand that modern luxury requires more than high-quality diamonds – it needs a partner who understands the changing dynamics of consumers and, as the industry shifts, works as a natural extension of our client’s operations.
Our approach combines decades of experience, knowing that success in luxury demands both accuracy and flexibility. While we supply high-quality traceable natural diamonds, our strategy drives us beyond the typical supplier relationship to become trusted advisors who understand what brands truly need.
This partnership mindset guides every part of our work, from careful stone selection to our precise just-in-time delivery system. We combine deep industry knowledge with practical solutions to help our partners meet the evolving needs of the luxury market while upholding the highest standards of quality and service. Our long history in the diamond industry has adapted to the changing market by focusing on customer needs rather than just manufacturing and distributing diamonds.
The Traditional Diamond Supply Chain: Challenges and Opportunities
The path a diamond takes from mine to market involves extensive players, each adding time and complexity to the process. Handovers between miners, rough diamond dealers, cutters, manufacturers, and retailers can create gaps in tracking and efficiency. Traditional supply chains often rely on established networks built on long-standing relationships, but these connections can make it difficult to adapt quickly to changing market needs.
As the industry changes, brands and consumers need complete transparency of every stone they source. Brands need to understand where their diamonds come from, how communities and environments are affected along the way, and how can we be sure about their origins. These questions reflect a deeper shift in how people think about luxury – they want proof of responsible practices at every step.
A Call for Innovation
The diamond industry needs clearer paths from source to market. Modern tracking tools help us trace each stone’s journey, giving brands real proof about where their diamonds come from and how they were sourced. This approach brings together what matters most: honest practices, reliable delivery, and the ability to adapt quickly to changing needs.

Primestar’s Approach: A Just-in-Time Solution
At Primestar, we track each diamond’s full journey, giving our partners clear guarantees of where their stones come from. By working closely with our clients and understanding what they need, we deliver diamonds in a way that’s both responsible and reliable. This way of working helps us respond quickly when the market demands change while ensuring every stone can be verified.
Using iTraceit, a blockchain technology to record and verify each diamond’s path, we can document three essential details for every stone: the country of origin, mining company and specific mine where possible. For luxury brands who need to assure their customers about ethical sourcing, this level of detail provides real proof to back up our promises.
For smaller stone parcels, we’ve developed practical solutions that maintain transparency without slowing down delivery. We track these diamonds in carefully documented parcels, using mass-balance principles to maintain origin information when mixing parcels, ensuring origin information is accurate even when parcels are combined. This balanced approach means we can deliver both the proof and efficiency our partners need, regardless of stone size.
We Believe Trust comes from Transparency
Understanding our client’s needs drives everything we do at Primestar. Our just-in-time approach means brands receive their diamonds exactly when production needs them – not weeks early or days late.
We understand that our client’s production schedules involve the assembly of many components – diamonds being one of them. Our just-in-time ability comes from years of hands-on experience to avoid delays in production lines and costly setbacks.

A New Standard for the Diamond Industry
Our goal is to set a new standard for the diamond industry by prioritizing transparency, sustainability, and customer-centricity in the diamond supply chain.
Our commitment to responsible practices shows in our daily work and industry partnerships. As members of the Responsible Jewellery Council (RJC), World Diamond Council (WDC) and Watch & Jewellery Initiative (WJI), we follow strict standards for ethical sourcing and environmental care. Through partnering with AWDC, we can support programs, such as small-scale miners while ensuring traceable sourcing.

Transparency and Traceability:
Our commitment to ethical sourcing through clear documentation of each stone’s journey. Our team stays directly involved in tracking every diamond’s path, while regular audits of our supply chain ensure we maintain the highest standards. This hands-on approach means our partners always have verified records showing exactly where their diamonds come from.
By sourcing our goods from respected mining companies like De Beers, Rio Tinto, Burgundy and Petra, we keep our supply chain short and clear. Our advanced tracking systems, including iTraceit, capture every step from mine to market, giving our partners detailed records of their diamonds’ origins. This focused approach to sourcing and tracking means brands can trust not only our diamonds’ quality, but also the responsibility behind every stone we deliver.
Our Approach to Sustainability
Sustainability is part of our daily work. Through regular audits and industry certifications, we show how responsible practices shape every part of our operations.
We act on our environmental commitments through practical steps. Inside our company, every team member plays a part in making our operations more sustainable, from using recyclable materials to cutting waste.
Our offices run on energy-saving LED lights, while our recycling systems help reduce our impact at every level. These choices, combined with our focus on workplace equality and inclusion, show how we’re building a better future for the diamond industry.

Customer-Centricity
A partnership with Primestar means more than just supplying stones, we’ve shaped our entire way of working around understanding and meeting our client’s needs.
Our team works directly with each partner, learning their business thoroughly and finding ways to help them succeed. When you work with us, you get more than diamonds – you get a team that thinks ahead for you.
Connect with us
Connect with us to learn how our approach to tracking, timing, and trust can strengthen your production process and explore how we can support your journey toward greater transparency and reliable delivery.