A journey —where diamonds become metaphors, and strategy becomes storytelling

Few days ago , I had the pleasure of attending a beautifully curated event at the French Embassy in Riyadh, organized by L’École School of Jewelry Arts with the support of Van Cleef & Arpels.

A sincere and warm thank you to the incredible team of the French Embassy, and especially to His Excellency the Ambassador and his wife, for their gracious invitation and impeccable sense of hospitality.

The theme of the evening — "What is a Diamond?" — resonated far beyond the surface.

As someone collaborating alongside Alexia Sorokina at Aetos MFO, where we explored the symbolic, economic, and cultural dimensions of precious stones, I’ve come to see diamonds not just as objects of desire — but as vessels of meaning.

They are fragments of the Earth that have shaped art, technology, history, and identity. From industrial machines to imperial crowns — they’ve carried both power and poetry.

And as the speakers traced the lineage of these stones — from geology to craftsmanship to legacy — I found myself reflecting on my own transformation — I seek alignment between meaning and execution.

The event gathered a rich tapestry of voices — from art curators and local entrepreneurs to global consultants and institutional thinkers. It was more than a networking moment; it was a glimpse into the kind of cross-pollination that builds new futures.

And somewhere between two conversations — one about our next real estate panel, another about visitor strategy — a metaphor emerged, almost naturally:

Just as not all diamonds are meant for display, not all destinations are designed for the masses. Trophy diamonds are bold statements — built to capture attention and spark aspiration. High-jewelry pieces are for discerning eyes, quietly exquisite. Mid-grade stones bring beauty into everyday life. And 80% of diamonds? They power the unseen systems of the world — the tools, the machinery, the industries.

So it is with Saudi Arabia’s tourism vision. The giga resorts are not just commercial projects — they are signals, catalysts, and training grounds. They draw the gaze, but more importantly, they grow local capabilities. With a population of 30 million and a spiritual link to 2 billion Muslims around the globe, the Kingdom is building an ecosystem that is not copy-pasted from other models — but grown from its own soil.

It’s rare to live in a place that doesn’t just follow global trends, but writes its own narrative. That puts energy, responsibility, and imagination into shaping a future for the next generation.

And I love being part of that journey —where diamonds become metaphors, and strategy becomes storytelling.