Q. Tell us about The Clear Cut. How you began, how has it grown?
A. The Clear Cut began as an educational blog in 2016, created to help demystify the diamond buying process for friends and family. What started as a passion project quickly revealed a real gap in the market—people were craving transparency, personalization, and expert guidance. By 2018, The Clear Cut evolved into a direct-to-consumer fine jewelry company, specializing in bespoke diamond engagement rings and custom fine jewelry. Every client can receive a one-on-one consultation with a GIA-certified gemologist, and we use our proprietary gem software to match them with their perfect stone. From day one, we operated the business efficiently — no institutional funding, no shortcuts — and still managed to double revenue year over year for our first four years.
We’ve since become one of the largest digitally native natural diamond retailers in the U.S., with a passionate community and a strong point of view in the market. We’ve never sold lab-grown diamonds, and that principled stance has become one of the reasons clients trust us. Fast forward to today: we just closed our strongest Q1 since 2022, with engagement ring sales up 50% year-over-year in February–March 2025 and average order value increasing by 42%. AI enhancements are on the horizon for our gem software as well, which we’re really excited to introduce in the coming months.
Q. What’s the advantage for you and for the consumer in being an online business?
A. Being online allows us to operate with less overhead and pass those savings directly on to our clients. But more than that, it gives us the flexibility to offer a truly personalized experience, no matter where you are. The jewelry industry is a rather antiquated one, primarily still composed of pen-to-paper deals and geographic restrictions. At The Clear Cut, we offer virtual consultations and a curated, transparent selection of stones so that we can meet our clients where they are, on their terms. And because we’re not tied to traditional retail models, we’re able to innovate quickly based on real-time feedback. For our clients who want to come in person, we do offer in-person consultations at our NYC showroom.
Q. What do young couples want when they choose an engagement ring?
A. Today’s couples are looking for something meaningful and personalized. They care about the story behind the stone, the ethics of how it’s sourced, and a ring that symbolizes a thoughtful reflection of their relationship. Many come to us wanting to co-create a piece that feels like them—not just pick something from a case. Customization, education, and transparency are key. They want to understand what they’re buying and why it matters.
Q. From your experience, how do young people view natural vs lab grown diamonds?
A. Over the past few years, nearly every digital jewelry brand in the U.S. chased the lab-grown diamond trend — driven by short-term margins and fueled by widespread misinformation online. At The Clear Cut, we chose a different path. We stuck to our values and have always offered only ethically sourced natural diamonds — because we believe in their story, their value, and their impact.
While lab-grown diamonds once seemed like the future, young consumers — especially Gen Z and younger Millennials — are now pushing back. They’re smarter, more informed, and increasingly skeptical of the hype. Prices have made it painfully clear: lab-grown diamonds are essentially worthless. And unlike previous generations, today’s buyers want meaning and transparency — not markups and marketing spin.
The Clear Cut actually pioneered the concept of giving away lab-grown diamonds — not selling them. We were the first company to offer a free lab-grown diamond as a travel ring, and since then we’ve given away hundreds, if not thousands of carats. We’ve left millions of dollars on the table — and it’s made our brand stronger than ever. Why? Because it built trust. Our clients know that we’ll never sell them something we wouldn’t recommend to our own friends. That’s how The Clear Cut started — as an educational blog written in my own voice, the same way I’d talk to a friend over coffee.
Today, we’re leading the charge in educating the next generation of diamond consumers. We’ve partnered with Botswana’s government, GIA, sightholders, Columbia Business School, NYU, J.P. Morgan, and more — not just to tell the story of natural diamonds, but to equip the press, tastemakers, and the broader public with the facts. We’re working on the ground in Botswana, spotlighting how natural diamonds support education, healthcare, and infrastructure in local communities. And we’re even training other retailers’ sales teams — because the industry desperately needs better communication, and consumers deserve honesty.
Natural diamonds are not just a purchase — they’re an investment in legacy, in sustainability, and in truth. That message is finally breaking through, and young people are leading the way.
Q. Studies show that there are fewer couples getting engaged and marrying, and that many want to spend on experiences rather than a ring. Can you please comment?
A. We’re definitely seeing a shift in values, but rather than discouraging engagement ring purchases, it’s reshaping them. Couples are viewing the ring as part of the experience—something deeply emotional and personal that marks a meaningful milestone. We often hear from clients who value quality over quantity—they want to invest in a piece that tells their story, not necessarily the biggest rock. It’s less about flashy spending and more about a thoughtful, everlasting design.
Q. You have added other diamond jewelry to your website. Why is that?
A. Our clients often come back to us for anniversaries, birthdays, and special moments beyond the engagement. Expanding our fine jewelry collection was a natural next step. It allows us to be a part of our clients’ lives long after the proposal, and to offer pieces that are timeless, personal, and perfect for everyday wear. Every item is made-to-order with the same level of care and craftsmanship as our engagement rings.
Q. How do you think that the new differential tariffs will impact the diamond business in the US?
A. There is so much uncertainty when it comes to tariffs. We are taking the wait and see approach and hoping that an agreement will be reached with the U.S. and India (the largest polisher of diamonds). All we know is it is a good time to buy natural diamonds that are currently in the U.S. At The Clear Cut, we are fortunate that we proudly manufacture all our jewelry in NYC, so our jewelry will not be as heavily impacted as others who produce overseas.
