What can independent retailers do to make money in a diamond world disrupted? Synthetics, sanctions, internet competition, digital customers, social media marketing. What are the opportunities for small to medium size retailers?

Can independent retailers make enough money selling natural diamonds?
Will synthetics take over the bridal market? How important is knowing your supply chain? What exactly are we selling, to whom, why? 

How can retailers add value in the diamond business? Is retailing only about providing the lowest prices?