The Godmother of Diamonds: Kerri Lavine, TikTok’s Unlikely Jewelry Icon

Kerri Lavine, known as the “Godmother of Diamonds,” has captivated TikTok with her sharp negotiation skills, dazzling jewelry, and unmistakable mob-wife style. At 62, this fast-talking, cigar-smoking jewelry dealer from New York’s Diamond District commands a presence both online and in her Midtown shop, Diamanti NYC. With $100,000 worth of jewelry adorning her and a perfectly teased brunette bob, Lavine educates her 170,000 followers on the finer points of buying, spotting fakes, and choosing between natural and lab-grown diamonds.

Lavine’s journey into the jewelry world was unplanned. At just 18 and attending the Fashion Institute of Technology (FIT), she strolled into a Midtown jewelry store searching for a gold charm for her grandmother. Her charm extended beyond jewelry, impressing the shop’s owner, who immediately offered her a job. “The guy said, ‘I love you. I want you to work for me,’” she recalls. By 21, she had already closed her first major sale—a $25,000 diamond wedding band, which would fetch close to $100,000 today.

Known for her iconic look and no-nonsense approach, Lavine has cultivated a loyal following in the Diamond District over 43 years. She adopted the nickname “Godmother of Diamonds” after a friend snapped a photo of her at a wedding, cigar in hand and cognac by her side, capturing her mob-boss energy. “I looked at the picture and thought, ‘You look like the Godfather, but you’re a woman.’ That’s when I branded myself,” she explains.

In January 2023, Lavine’s social media breakthrough came during a spirited negotiation over a pair of 2-carat diamond earrings with TikTok influencer @MosesTheJeweler. Lavine asked $4,300 for the pair, and after some back-and-forth, they settled at $3,800. The video quickly went viral, sparking waves of inquiries from followers eager for her business advice. Inspired, Lavine began recording more TikToks, sharing wisdom on negotiations, the hidden truths of the jewelry industry, and her deep expertise in spotting quality diamonds.

“People ask me for business advice constantly,” Lavine says. “I tell them, ‘Just keep it real.’” Now, followers from around the globe, including Texas, Ireland, and Australia, visit Diamanti NYC to witness her in action, whether she’s closing six-figure deals on rare Rolex watches or overseeing the sale of 10-carat engagement rings.

But Lavine’s generosity matches her grit. Last December, to celebrate her birthday, she hosted a free raffle at Rockefeller Center, giving away a pair of diamond studs valued at $7,000 to a lucky tourist. “I’m a giver,” she says. “I wanted to share the joy with someone else.”

In 2021, Lavine co-founded Diamanti NYC with her former colleagues, Ron Gill and Enera Ljaljicic, after the pandemic forced her previous employer to close its doors. “They threw us aside,” Lavine says of the closure, “but it put a fire under my ass.” Now, as a business owner, Lavine has found a new sense of purpose, channeling her decades of expertise and passion for fine jewelry into growing her own brand.

Thanks to her TikTok presence, social media has become a major driver of her business, connecting her with clients who value her genuine approach and vast knowledge. Her latest big sale? An emerald-cut diamond ring just shy of $100,000, sold to a couple who discovered her on TikTok. Reflecting on her journey, Lavine shares, “Three years ago, I was miserable. Today, I’m grateful for all that’s happened.”

The “Godmother of Diamonds” continues to shine, inspiring fans and customers alike with her unfiltered advice, lifelong dedication to her craft, and resilience in the face of change. For Lavine, it’s not just about the diamonds—it’s about the community she’s built and the legacy she’s creating.