In this deep dive, Arabian Business Senior Reporter Tala Michel Issa sits down with the founder and CEO of the popular Dubai jewelry brand, Fergus James. James discusses how he has seen firsthand how lab-grown diamonds shook up the entire industry and assesses where DeBeers went wrong in understanding shifts in consumer behaviour, causing it to fall from its diamond throne in light of the rising popularity of lab-grown diamonds. Referencing the Netflix documentary "Nothing Lasts Forever," the pair debate whether even experts can now tell the difference between real and lab-crafted bling. Through it all, one thing's clear - the diamond industry misunderstood itself.