Natural diamonds have long been associated with luxury and exclusivity. The global diamond supply chain is susceptible to socio-economic, technological, and geopolitical disruptions. Furthermore, the uneven distribution of diamond deposits across various countries increases the supply chain’s vulnerability. How should traditional natural diamond firms sustain their business amidst these disruptions? Should they focus on producing lab-grown diamond manufacturing expertise or develop new retail channels to reach the end consumers? Which tools can effectively analyse the effects of long-term disruption on the performance of the supply chain? This case illustrates the dilemmas faced by business leaders and the strategies adopted by a family run business to navigate these challenges and develop a resilient, responsible, and responsive diamond supply chain.