For years, India’s diamond sector stayed cloaked in secrecy, with knowledge shared only within close-knit circles of traders and manufacturers. While older generations focused on carats and price, the youth today—driven by internet access—are questioning origins, value, and ethics.

Spotting this shift, Viikram Vijay Subbaiah, a third-generation entrepreneur from Chennai, decided to bridge the information gap. Known as the Chief Diamonds Officer at Vee Star Diamonds, Viikram turned to social media to simplify complex diamond jargon. His Instagram reel answering “Do diamonds turn black?” quickly attracted over 94,000 views, proving public curiosity runs deep.

Originally planning an MBA and career abroad, Viikram’s path changed after a brief trip to Surat, India’s diamond hub. Immersed in the industry there, he learned everything from the ground up before returning to expand his family’s venture.

Viikram’s content is inspired by daily customer queries. If someone raises 10 doubts, he selects the most unique ones for his videos. Topics span diamond shapes, certification, myths, and ethical sourcing.

In one reel, he clarifies that “blood diamonds” are largely eliminated today, thanks to the Kimberley Process, a global certification system that ensures conflict-free stones.

With the influence of hip-hop and changing fashion, young buyers now wear diamonds daily. Viikram notes the trend has moved beyond gender—he’s even made jewellery for pets. His goal? To make diamonds more transparent, wearable, and understood.

You can explore more via his Instagram handle: @diamondsbyVVS

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