There are scammers everywhere. It’s not just on the internet; if you go out often, you will eventually encounter them. But businesses are not always innocent either. Maksud Agadjani, the owner of New York jewellery brand TraxNYC, recently accused rival jeweller AKAY Diamonds of scamming customers and falsely using his name to sell lower-quality gold. In videos that have gone viral online, Agadjani can be seen confronting AKAY Diamonds staff in New York, clearly upset about the situation. At first glance, it may appear as if he is causing unnecessary chaos. But as he pulls out paperwork provided by the customer who was scammed, the reason for his anger becomes clear. According to Agadjani, AKAY Diamonds sold a bracelet as 14-karat gold that tested only 9-karat. The TraxNYC owner claims this deception was not an isolated incident but happened with multiple customers, and he describes the company’s actions as fraudulent.
In one of the videos, Agadjani can be seen venting his frustration while accidentally damaging his own TraxNYC shop booth. In another, during the confrontation at AKAY Diamonds, staff called the police in an attempt to remove him, but the TraxNYC owner continued to demand that the company make things right. He had already refunded the scammed customer $22,000 and was furious that the rival company had tarnished his reputation with a deceptive sale. In the videos, he repeatedly emphasized the seriousness of the situation. “Where’s my money? You said 14-karat, and you’re using my name,” he told the staff, showing the receipt that documented the sale.
Online, many viewers were initially confused when they saw a man appearing to have a meltdown at a diamond store in New York. Once the background of the scam came to light, many shared their understanding of the TraxNYC owner’s outrage. “If this is true, this guy is underreacting. This is a huge deal,” one user wrote. Another explained, “Love the videos, but as someone who occasionally works in the diamond district, I don’t know how or why a regular person does business there. Every interaction I have with vendors feels like a scam waiting to happen.”
Some viewers criticized Agadjani’s actions as performative, particularly the parts where he damaged his own booth while someone filmed him. Others defended him, noting that even if the videos were intended to gain attention, the anger displayed was understandable given the circumstances. One user commented, “Even if this is all performative for views and notoriety, that anger and screaming can’t possibly be good for his health. He’s pushing hard toward a heart attack by the time he’s 45.”
