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Selling with Proof: How Digital Storytelling and Provenance Drive Diamond Sales
Tuesday September 15, 2026 2:30pm - 3:30pm EDT
Augusta B
Today’s diamond clients are not just buying beauty. They are buying transparency, personalization, and experience. This session explores how verified origin and digital storytelling are reshaping the diamond selling process.

Panelists will share how retailers are using technology to build trust, simplify decisions, and elevate the in-store experience. They will also address rarity, including the reality that not every 3X or AGS 0 qualifies, and how lower rough yield and selective production contribute to value.

This is not a product presentation. It is a practical discussion about selling differently, where emotion remains central but is reinforced with proof, and where transparency, scarcity, and experience come together to create something truly special for today’s consumer.
Speakers
avatar for Mahiar Borhanjoo

Mahiar Borhanjoo

Chief Commercial Officer (SVP Polished Division), De Beers Group
Mahiar Borhanjoo is the Chief Commercial Officer (SVP of the Polished
Division) at De Beers Group. With over 20 years of global leadership
across luxury, technology, and financial services, he has led transformative
initiatives in the diamond industry.

At De Beers, he headed... Read More →
Panelists
avatar for Scott Saunders

Scott Saunders

London Jewelers
I have been at London Jewelers for 13 years. My current role is as Chief Commercial Officer. I oversea the daily operations with our director of store operations and a team of professionals at the corporate center. We own and operate 5 London Jewelers stores and 12 licensed and specialty... Read More →
avatar for Sean Dunn

Sean Dunn

President and Co-Owner, J.R. Dunn Jewelers
Sean Dunn is President and Co-Owner of J.R. Dunn Jewelers, a second-generation family business founded by his parents, Jim and Ann Marie Dunn, in 1969. Today, J.R. Dunn operates from a 14,000-square-foot flagship in Lighthouse Point, Florida, and is one of South Florida’s leading... Read More →
Tuesday September 15, 2026 2:30pm - 3:30pm EDT
Augusta B
  Track, Sales and Marketing

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