New York City, January 2026 – A heated dispute in the heart of Manhattan’s Diamond District has gone viral, involving popular jeweler TraxNYC and Akay Diamonds, centered around accusations of misleading customers with “Nine Night Settings” diamond jewelry pieces.
The incident exploded into public view when TraxNYC’s owner confronted Akay Diamonds, alleging they were selling counterfeit or misrepresented items (including claims of fake 14K gold bracelets and using TraxNYC’s name to deceive buyers). Videos circulating on TikTok, Instagram, YouTube, and X show intense arguments, leading to physical escalation where the Akay Diamonds owner was reportedly arrested by NYPD for assault (including spitting) after the clash. TraxNYC representatives have stated they stepped in to correct a customer’s purchase that was misrepresented as their work.
“Nine Night Settings” appears to refer to a style of diamond jewelry (possibly pendants, rings, or custom pieces with multi-stone “night” designs, potentially 9-stone or elaborate night-themed settings popular in luxury and custom diamond markets). The phrase has become a viral hashtag (#NineNightChallenge) tied to the beef, with clips amassing thousands of views.
Key details from reports:
- TraxNYC accused Akay of scamming customers by passing off lower-quality or fake goods as authentic high-end pieces.
- One customer reportedly bought what they thought was TraxNYC jewelry but received subpar items, prompting Trax to make it right.
- No arrests reported for TraxNYC; focus remains on Akay Diamonds’ side for the alleged assault and misrepresentation.
- The feud highlights ongoing tensions in NYC’s competitive diamond scene, where reputation and authenticity drive business.
The viral videos capture the raw tension, with TraxNYC standing firm against what they call scammers preying on customers in the luxury jewelry world. Social media users are divided, with some praising TraxNYC for protecting buyers and others debating the drama in the industry.
