Greg Kwiat, whose “thinking is as clear as the diamonds he’s selling” is the CEO of Kwiat, a four-generation family company founded in 1907. In this interview we talk about what it was like growing up in a diamond family, the history of the diamond industry, De Beers dominating role, and the legendary advertising campaign “A Diamond is Forever” to stimulate demand in the 1950s and how Miuccia Prada, Nicole Kidman and Fred Leighton became pioneers in displaying beautiful vintage jewelry on the red carpet at the Oscars. Greg also gives us an insightful guide about the basic knowledge you need to make more educated choices, when buying diamonds, based on the four Cs; carat weight, color, clarity and cut. In 2018 Kwiat and Fred Leighton opened their combined flagship stores on Madison Avenue and at the Wynn Las Vegas, bringing two iconic brands under one roof.