In an exclusive interview with Indigenous-SME Business Magazine, Garrett McMartin, Founder of Draco Diamond, shares the mindset behind building an Indigenous-owned luxury brand in an industry long defined by gatekeeping, tradition, and illusion. Garrett’s journey into high-end jewelry is not rooted in privilege or inherited access, but in lived experience, sharp observation, and an unwavering commitment to intention over image.
My name is Garrett McMartin, and I have always felt that my life was meant to move on its own track. I do not wait for permission. I follow the pull in my chest when something feels true. That simple instinct has carried me through every meaningful decision I have made.
When I was young, I noticed things most people stepped over. How someone’s tone shifts when they hide something. How a room tightens before conflict. How certain patterns repeat across families and whole systems. I realized early that if you pay close attention, the world quietly shows you where the openings are. And when I see one, I move toward it. I do not linger.
What inspired you to establish Draco Diamond as an Indigenous-owned luxury brand, and how does your heritage shape your vision?
I built Draco Diamond because I have always felt pulled toward places people do not expect me to go. I grew up noticing openings that others walk past, and luxury was full of those openings. I saw a world built on image, tradition, and routine, but not always on honesty or intention. That made me want to build something cleaner. Something with real weight behind it.
My heritage keeps me grounded while I do it. It reminds me to move with intention, not ego. It reminds me to trust instinct when logic feels cloudy. And it keeps me close to the kind of strength that does not need to be loud to be real. That balance shapes everything I create.
How do you see Indigenous sovereignty influencing and redefining success in global luxury commerce?
Indigenous sovereignty shifts the lens completely. It brings a way of thinking that does not rely on old structures or old definitions of success. We do not measure value the same way the legacy world does. We bring purpose into the equation. We build from identity instead of imitation.
When that mindset enters luxury, the industry changes. Success becomes alignment. Success becomes an impact. Success becomes the ability to create something honest in a space built on illusion.
Can you share what sets Draco Diamond’s trade pathways and pricing strategy apart from legacy luxury brands?
Legacy brands rely on the same networks they have used for decades. They move inside predictable patterns. Their cost structure is built on tradition, middlemen, and layers of markup that have nothing to do with the piece itself. I never connected with that.
I study movement. I look for routes that give me clarity and control. I pay attention to the pathways most people overlook. That is where I operate. It gives me room to build from a cleaner foundation. It lets me offer real craftsmanship without the inflated price tag the industry treats as normal.
My pricing strategy is simple. Respect the buyer. Respect the work. Remove the unnecessary. When you do that, you naturally surpass the old system without needing to compete with it.
What does the upcoming collaboration with Young Buck represent for you and the direction of your brand?
To me, the collaboration with Young Buck represents authenticity. He built his name through resilience and truth. He never pretended to be anything other than who he is. I have always respected that in people.
Working with him feels aligned. It is not about chasing attention. It is about honoring story and identity. The signature line we are creating together carries that same energy. It marks the moment the brand steps deeper into culture rather than just commerce.
This collaboration sets the tone for where I am heading. Real partnerships. Real presence. Real legacy.
What challenges have you faced breaking into industries traditionally closed off to Indigenous leaders, and how have you overcome them?
The hardest part has always been people’s assumptions. They decide who you are before you even speak. They imagine your ceiling for you.
I learned to walk past all of that. I study the structure, find the openings, and move through them on my terms. I do not push for acceptance. I do not wait for permission. I rely on clarity, instinct, and the willingness to keep going even when the path is not clear yet.
That approach has carried me through every barrier. And every time I step through one, I become sharper, calmer, and more certain of the direction I am meant to walk.
Disclaimer:
Indigenous-SME Business Magazine is committed to providing insightful interviews that highlight the successes and challenges faced by small and medium-sized businesses. The views expressed in this interview are those of the guest and may not reflect the opinions of the magazine or its affiliates.
