NYC Diamond District Jeweler Says Viral Brawl Began After Customer Was Ripped Off for $22,000 [WATCH]

A violent confrontation inside New York City’s Diamond District that went viral over the weekend began after a jeweler confronted rival sellers over what he claims was a fraudulent $22,000 bracelet sale, according to the jeweler at the center of the video, as reported by The New York Post.

Maksud Agadjani, 39, owner of the Diamond District jewelry business TraxNYC, said the fight erupted Friday on West 47th Street after two rival jewelers sold a customer a diamond bracelet while allegedly misrepresenting it as a TraxNYC product.

The confrontation involved George Akay, 46, and Freddy Akay, 42, brothers who operate a nearby booth identified as Akay Diamonds.

A massive scandal has shaken the New York Diamond District@TraxNYC owner Maksud Agadjani launches a full public confrontation against Akay Diamonds

>a customer allegedly scammed using the TraxNYC name
>a 10KT gold bracelet sold as 14KT
>hundreds to thousands lost in gold… pic.twitter.com/2cvtpgUh5y

— Timmy_Turnes (@Timmy_Turnes) January 2, 2026

Agadjani said the dispute came to a head on New Year’s Eve when the customer confronted him about the bracelet. According to Agadjani, the buyer believed the piece was made by TraxNYC. Agadjani said he refunded the customer in full.

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“I gave the guy his money, and I went to war,” Agadjani said.

Agadjani told The Post that the Akay brothers’ booth is located only two to three feet away from his in the shared Diamond District space, and that he has repeatedly warned them to stop using his name to lure customers.

“These were a family of f–king losers that were jealous that I was a successful jeweler and would constantly try to steal my clients by saying they were me,” Agadjani said. “After repeated warnings, they refused to stop.”

Video posted to social media shows Agadjani storming over to the Akay Diamonds booth and demanding repayment while slamming the bracelet on the counter in front of customers.

“Where’s my f—ing money, you motherf—-er,” Agadjani shouted in the video.

“Where’s my f—ing money, bitch! I got this sh—ty bracelet. Where’s my money! What are you gonna do b–ch?!”

In the footage, Agadjani can be seen holding up a receipt and yelling, “You’re using my name, you b–ch. You f—king thief,” before security attempts to intervene.

A second video shows one of the Akay brothers spitting in Agadjani’s face, which Agadjani said triggered the physical fight that followed.

“Freddy was strangling me, and George threw a whole scale at my head,” Agadjani alleged, adding that other family members joined the assault.

Agadjani said he believes he would not have survived without help from his employees.

“If they never came, I would have been strangled to death,” he said.

Video from the scene shows the Akay brothers being led out of the Diamond District location in handcuffs. Authorities later charged both men with assault.

Agadjani was transported to Bellevue Hospital, where he later posted video showing red marks on his neck beneath a large chain.

Agadjani said he plans to pursue legal action against the brothers and wants no further contact with them.

“They could have resolved it by just giving me back my f—king money that I gave back to the customer,” he said. “They [would] rather destroy their entire jewelry business and career because they are f–king greedy animals.”

The Akay brothers could not be reached for comment Sunday night.

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