Greg Kwiat on Craftsmanship, Brand Legacy, and the Power of Experience
We spoke with Greg Kwiat, CEO of Kwiat and Fred Leighton, two of the world’s most iconic names in fine jewellery. Family-owned since 1907, Kwiat is renowned for its masterfully cut diamonds and timeless designs, while Fred Leighton leads in the world of vintage, antique, and collectable jewels. With pieces that have adorned red carpets, royal weddings, and legendary films, the brands are deeply rooted in heritage and continue to evolve with the times.
We spoke with Greg about craftsmanship, legacy, and how meaningful experiences — whether in jewellery or events — shape how people connect with brands.
Q: At emc3, we’re big on building a legacy. Kwiat and Fred Leighton both have a strong heritage and reputation. How do you translate that legacy into a modern brand experience?
Greg Kwiat: Legacy is powerful, but it’s only meaningful if it continues to evolve. For us, translating our heritage into a modern experience means honouring craftsmanship and integrity while adapting to how people live, shop, and connect today. That might mean offering concierge consultations, designing bespoke pieces virtually, or creating environments — both online and in-store — that reflect our story and values. Whether someone walks into our Madison Avenue salon or encounters us at a red carpet event, we want them to feel the weight of history alongside the excitement of innovation.
Q: Speaking of the red carpet, your pieces often appear at iconic events, what role do you think events and experiential moments play in building cultural relevance for luxury brands today?
GK: Events have always been a part of our world — they bring jewellery to life. Seeing a piece on someone in motion, in a moment of celebration or recognition, creates a level of connection that no catalogue ever could. Experiential moments are essential for luxury brands because they serve as emotional touchpoints. They tell stories, create aspiration, and help audiences feel part of something. Today’s consumers want more than just a product — they want meaning. And events are the most powerful way to deliver that.
Q: We work closely with brands to align physical design with brand identity. How do you ensure your stores, displays, and experiences reflect the quality and character of your jewellery?
GK: For us, it all comes back to intentionality. Our jewellery is meticulously designed, and we take the same approach with our spaces and experiences. The lighting, materials, even the way a piece is presented — it all needs to reflect the refinement and elegance we’re known for. That consistency builds trust. It tells our clients that every detail matters, from how we cut a diamond to how we welcome them.
Q: Craftsmanship is clearly central to your work. Do you see parallels between how a jewel is designed and how an experience is crafted?
GK: Absolutely. Both require vision, precision, and empathy. A great piece of jewellery tells a story — and so does a great experience. In both cases, it’s about starting with the person on the other end: how do you want them to feel? What memory are you helping them create? Whether it’s the perfect engagement ring or a beautifully designed gala, it’s the layers of detail, the clarity of intention, and the commitment to excellence that make it unforgettable.
Q: How do sustainability and ethical sourcing factor into your decision-making and storytelling at Kwiat?
GK: It’s a top priority — and not just because the market demands it, but because we believe it’s the right thing to do. Our Mine to Shine program is a transparent diamond journey that allows clients to see where their diamond originated and how it was cut. We partner with ethical suppliers, including our cutting operations in Botswana, where our practices support local communities. Today’s clients care deeply about values, and that includes how their jewellery is sourced. We want them to feel proud of the piece they wear in every sense.
At emc3, we believe that unforgettable experiences aren’t just events — they’re legacy-building moments that leave a lasting impression. Whether you’re launching a brand, celebrating a milestone, or reimagining the future, we’re here to help you create something bold, meaningful, and truly show-stopping. Let’s build your next big moment together.[link to contact page]