We’re looking forward to introducing you to Rafi Mizrahi . Check out our conversation below.
Rafi , really appreciate you sharing your stories and insights with us. The world would have so much more understanding and empathy if we all were a bit more open about our stories and how they have helped shaped our journey and worldview. Let’s jump in with a fun one: What is a normal day like for you right now?
Right after dropping off my son at 9am at preschool, after a pretty “normal” morning with a toddler and a 5-year-old, I usually head to Spring Place in Beverly Hills where I’ve been mostly focused on launching my new app for the diamond industry. I’m lucky that I can work from anywhere, which usually means I’m either at Spring Place or at some neighborhood café in Beverly Hills
Can you briefly introduce yourself and share what makes you or your brand unique?
My name is Rafi Mizrahi, and I have been in the diamond import and export business for the past 25 years. As the head of Mizrahi Diamond Co., I have had the opportunity to truly understand the ins and outs of the diamond industry.
Over the last year,
I decided to take my knowledge and apply it with a tech and AI spin. I developed what I believe is the most advanced diamond analysis tool available to the public.
The diamond industry has long needed more transparency when it comes to pricing and value — and that’s exactly what my app delivers.
Diamond Check scans any GIA diamond certificate and tells you whether the asking price is fair. It uses real-time market data and my 25 years of wholesale expertise to calculate what a diamond is actually worth. We partnered with GIA to connect our app directly to their database, giving you an instant professional analysis — the same evaluation a diamond dealer performs before making a purchase.
Appreciate your sharing that. Let’s talk about your life, growing up and some of topics and learnings around that. Who taught you the most about work?
My father started in the diamond business when he was only 19 years old. Growing up, I don’t remember seeing my dad at breakfast — he would leave for work before I was even up. His work ethic taught me that nothing in life comes free; you have to put in the hours and the hard work.
If you could say one kind thing to your younger self, what would it be?
I feel like the younger you are, the more in a hurry you are. If I could tell my younger self anything, it would be: don’t rush. Wherever you are, you are there for a reason — explore all your options before making a big decision.
I think our readers would appreciate hearing more about your values and what you think matters in life and career, etc. So our next question is along those lines. How do you differentiate between fads and real foundational shifts?
After 25 years in the diamond business, I’ve learned to tell the difference between a lasting shift and a fad.
Synthetic known also as Lab diamonds are a fad. I’ve seen this before — moissanite followed the exact same trajectory.
Since lab diamonds were introduced, prices have collapsed more than 90%.! That’s not a sign of a maturing market; that’s a sign of a commodity with no floor.
I believe synthetic diamonds won’t disappear entirely, but they’ll settle into the same corner of the market as CZ and moissanite — a sideshow. Soon, fast fashion houses will incorporate them into seasonal jewelry, pieces you buy, wear for a year or two, and move on from. Something trendy, not timeless.
Because when the moment is real — an engagement, an anniversary, a legacy — nobody wants a $200 synthetic diamond.
Okay, we’ve made it essentially to the end. One last question before you go. Have you ever gotten what you wanted, and found it did not satisfy you?
Every time I get a new car, it’s the same feeling. It’s the notion that material things can make you feel better or fix something. I have been good about not wanting things just for the sake of it. I appreciate fine watches, but I think freedom is the ultimate luxury — going where you want, whenever you want
