Priti Parikh is the Managing Director at Primestar. She completed her studies in Economics in India and then gained valuable experience in the banking sector. Her initial exposure to the diamond industry came indirectly through her husband, reputed diamantaire Raj Kothari. She founded Primestar in 2016 after becoming a certified HRD gemmologist. Today, Primestar stands as one of the few women-led diamond companies, with ethics and best practices central to its operations. Primestar is a trusted supplier of high-quality, 100% traceable natural diamonds to luxury brands worldwide. Priti is responsible for high-level business strategy across key functions, including finance, supply chain, and client relationships. Since its inception, she has focused on embedding a sustainability mindset throughout the organisation.
What drove Primestar to join the RJC?
Primestar was founded on core values of integrity, transparency, and sustainability. From the onset, we applied RJC frameworks as a basis to further excel in ethical sourcing, transparency, and ESG standards throughout our supply chain. Our RJC certification reinforces our dedication to these principles and provides a platform of best practices within our supply chain and beyond.
Tell us about the history of Primestar?
Primestar’s journey began in the early 1990s when my husband, Raj Kothari, and I moved to Belgium, the heart of the global diamond trade. Raj built a strong reputation, supplying diamonds to luxury brands with a customer-centric approach. Meanwhile, I dedicated myself to raising our children, instilling in them key values to help them make a positive impact on the world. I observed that the diamond industry was predominantly male-dominated, and I recognised that my unique perspective as a woman, mother, and consumer, could add significant value across the supply chain. With this vision, I set out to create a sustainable diamond business for the future, leveraging Raj’s expertise and well-established relationships. I was inspired to bring a fresh, more inclusive, and holistic approach to the industry – one that goes far beyond the transactional nature. In 2016, Primestar was born. My sons, Pranav and Rishabh, joined the business in 2017, introducing technological innovations to establish auditable transparency models, expand sales and marketing efforts as well as strengthen ESG communication with all stakeholders.
How do you think sustainability is transforming the jewellery industry?
Sustainability is no longer merely a buzzword but a vital pillar of the diamond and jewellery industry. Today’s consumers, particularly younger generations, are demanding greater accountability from businesses. They want to understand where their products originate, how they are made, and their impact on both people and the planet. Sustainability is reshaping the industry, prompting companies to reimagine their supply chains, minimise environmental impact, and prioritise ethical sourcing. This transformation is driving innovation across processes, departments, and job functions, enhancing traceability and contributing to a more responsible future.
Do you think there has been a shift in the way sustainability is understood in our industry?
Absolutely. In the past, sustainability was often regarded as an add-on or an afterthought. Today, it is increasingly seen as central to a company’s long-term success. Brands and businesses now recognise that sustainability is not merely about minimising harm but about creating positive impact across the entire value chain. This shift has been driven by a combination of growing consumer awareness and the desire for businesses to differentiate themselves in a competitive market. At Primestar, we view sustainability as a core element of our growth strategy. We strive to create a space where diamonds represent not only beauty but also shared sustainable success.
How have you implemented responsible business practices into your daily operations?
At Primestar, we believe in leading by example. As one of the few diamond companies led by a woman, we are proud to join the Women Empowerment Principles where we can showcase the competitive advantages of diversity, with women playing key roles across our supply chain, including in administration, sales and marketing. We pride ourselves on being forward-thinking, progressive, and inclusive.
We have implemented responsible business practices by utilising a state-of-the-art ERP system underpinned by iTraceiT blockchain technology to track every diamond throughout our supply chain, ensuring ethical sourcing. We adhere to strict ESG standards and regularly audit our processes to maintain RJC certifications. To enhance transparency, we have also voluntarily adopted IFRS-compliant accounting standards.
Our commitment to sustainability extends to reducing our environmental impact through initiatives such as minimising waste and supporting fair labour practices in all regions where we operate. Sustainability is embedded in every decision we make, from sourcing to final delivery. As an active member of the Watch & Jewellery Initiative, we further reinforce our dedication to responsible business practices in the areas of ethical sourcing, inclusiveness, and climate resilience.
What is the most exciting thing about working in the jewellery industry?
The jewellery industry is a remarkable fusion of tradition and innovation. We work with one of the earth’s most precious natural resources – diamonds – while continually pushing boundaries through new technologies and sustainable practices. At Primestar, we believe that luxury should embody the values you are proud to wear. We are not merely creating luxury products; we are fostering an ecosystem where craftsmanship, innovation, and ethics thrive within a robust framework of continuous improvement. It is deeply rewarding to see how our commitment to sustainability resonates with consumers and positively impacts the world.
Do you have any projects you’d like to highlight?
We were thrilled to have partnered with the Antwerp World Diamond Centre (AWDC) to organise FACETS 2024, a conference that brought together key figures in the diamond industry to inspire and push the boundaries of transparency and sustainability. Another significant project was expanding upstream to enhance our traceability systems and blockchain capabilities. We also explored partnerships aimed at further reducing our carbon footprint and minimising waste, including subscribing to the Science Based Targets initiative. As our approach to sustainability has always been holistic, we actively engaged with and participated in various industry events and workshops to further align every aspect of our business with our sustainability goals.
