Curious About Diamonds

While scrolling through my Instagram feed, I was ambushed by an annoyingly upbeat song that opens with the line, “I’m curious how miners find diamonds.”

My first instinct was to ask what, in the name of Chanukah and Christmas, I was listening to. Still, the subject matter forced me to sit through it. The monotonous tune, which the account learningwithlyrics seems to use across its educational videos, paired with what looked like an AI-generated visual, cheerfully walked through the basics of modern diamond mining before morphing into a plug for Tracr, the account’s first paid sponsor.

As my anxiety rose with each lyric, curiosity got the better of me and I checked the numbers. With more than 237,000 views, roughly 3,000 likes, and about 100 mostly positive comments in its first week, the format clearly has some resonance.

What stood out though was Tracr’s choice of channel. This feels less like traditional B2B outreach and more like an attempt to bring awareness at the consumer level, even if the downstream goal remains retailer adoption. Either way, it’s an unconventional and unexpected route, and I’m here for it.

The industry needs more consumer-facing promotion from service providers, dealers, manufacturers, and wholesalers, not just retail brands and De Beers. (Watch the video here). 

This blog first appeared in the December 22 Pressing Matters Executive Memo. Read the full memo here, Pressing Matters, featuring the following sections:

• In Focus: Dealers Dilemma

• Deep Dive: Holiday Feedback

• Your Take

• Worth Reading: Record-Breaking Diamonds

• Notable Trend: The Mega Rich Have a New Obsession

• The News That Matters