In this episode, Michael Cooke—second-generation owner of Westcoast Gems—takes us inside the high-risk, little-known world of offshore diamond diving along South Africa’s rugged coastline. He shares how his father entered the industry and forged an unlikely partnership with a biracial diver during apartheid-era South Africa, defying social norms of the time. Michael reflects on stepping into the family business, learning tough lessons firsthand beneath the ocean’s surface, and navigating the realities of a changing industry. As synthetic diamonds disrupt the market, he explains how Westcoast Gems is leaning into its authentic, family-driven story to stand apart in an increasingly competitive landscape.
Beyond The Family Business