A dispute over a customer complaint erupted into a shocking public brawl in the heart of New York City's famed Diamond District, pitting two rival jewellery store owners against each other in a clash over alleged fraud and brand impersonation.
From Customer Complaint to Counter Confrontation
The incident unfolded on January 2 on West 47th Street, the bustling core of the Diamond District. Maksud Agadjani, the 39-year-old owner of TraxNYC, marched into the neighbouring business, Akay Diamonds, in a visibly furious state, demanding answers. The confrontation stemmed from a customer who had purchased a bracelet from Akay Diamonds after being led to believe it was a TraxNYC piece.
According to Agadjani, the customer was shown TraxNYC's website during the sale and left thinking the two businesses were connected. The bracelet, marketed as 14-karat white gold with high-quality diamonds, allegedly tested as 10-karat gold with inferior stones. Enraged by what he called a deliberate attempt to misuse his brand name to deceive buyers, Agadjani confronted brothers George Akay, 46, and Freddy Akay, 42, inside their shop.
Violent Escalation and Viral Fallout
Video footage from the scene shows Agadjani shouting, slamming the bracelet on the counter, and demanding a refund as staff and shoppers watched. After being initially escorted out, a second, more violent confrontation broke out moments later. Widely circulated online videos depict pushing, spitting, and a chaotic group scuffle inside the store, transforming the commercial dispute into a physical street fight.
The altercation led to police arresting the Akay brothers on assault charges. Agadjani was taken to Bellevue Hospital with visible marks on his neck; in videos from the hospital, he claimed he was strangled with his own chain during the fight. Notably, despite not being involved in the original sale, Agadjani had refunded the customer $22,000 from his own pocket. The day before the brawl, he had publicly promised to refund any customer misled using his brand's name, offering their money back plus an extra 10 percent.
Aftermath and Ongoing Investigations
The entire incident, captured on multiple phones and security cameras, went viral online, amassing tens of millions of views. Public reaction was divided, with some praising Agadjani for standing up for a customer and others criticising the descent into violence.
As of January 3, police confirmed the arrests of the Akay brothers and noted another individual received a summons. Authorities have not yet confirmed if the underlying fraud allegations are under formal investigation. Akay Diamonds has not issued any public statement, and attempts to reach both parties for further comment were unsuccessful.
