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Transcript of Introducing ‘METRO’ From Serial Productions

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This episode of Serial Productions' new show METRO, shared by The Daily, follows a viral video of a brawl between two jewelers in New York's diamond district on 47th Street. Host Sarah Koenig spends two days inside TracksNYC, a store whose owner, Max Aghajani, reportedly saw sales double after the video spread.

She watches trainees chase sales quotas, meets buyers of expensive watches, and sits in on a tense staff meeting. Listeners will hear how the store presents itself, and a dispute over a watch that the store's staff say was fake.

The episode asks what in the city is real and what is performance.

In this episode Sarah Koenig, Corey Kilgannon

This episode's transcript of the diamond district story was made with the tool HappyScribe built to transcribe video to text.

Sarah Koenig00:00:01

Hey everybody, it's Rachel. Here with an announcement about something different that we have for you: it's an episode from a brand-new show called "METRO," made by the serial podcast team and the reporters here at The Times who cover New York City. Every other week, Sarah Kanig and her team are going to tell you stories about New York City and the people who make it interesting: New Yorkers. They'll bring you investigations, personal stories, essays, and interviews that take the bigness of New York and make it human-scale and relevant no matter where you live.

The episode you're going to hear today is about the city's diamond district and a fight that broke out between two rival jewelers, and one of those jewelers doubled their sales after a video showing the fight actually went viral. And that made Sarah wonder if the video was real or if it was fake, like a marketing ploy. She spent 2 days following around the staff of the store and, well, you'll just have to listen to the episode to find out what happened. You can find all episodes of serial's "METRO" wherever you get your podcasts and in The Times app.

Advertisement00:01:03

And we're having a deal right now where you can download the app and your first month is completely free. Okay, that's it. Hope you enjoy the show. There was this video that went viral a while back about a fight in New York City's diamond district. A jeweler accused another jeweler of ripping off a customer, and they ended up not just in an argument but in a brawl right there in the aisle of a diamond exchange.

Sarah Koenig00:01:34

It was all recorded from multiple angles in multiple chapters: the outraged wind-up, the accuser, a guy named Max Aghajani, banging his hand like a gavel on top of a jewelry case, the other jeweler spitting right in Max's face, and then it's on. A bunch of men, old and young, going at it.

This video was everywhere. Even people who know nothing about the jewelry market or the diamond district saw it. Tens of millions of views. The whole presentation was over-the-top dramatic, including the coda: a selfie video of Max reclining on a hospital bed.

Speaker 200:02:20

In the end, they tried to kill me. Strangled me with my own chain. Uh, they got out of this hospital. Tracksnyc.com.

Sarah Koenig00:02:30

Tracksnyc.com. That's the website for Max's company, Tracksnyc, which pretty much lives online. Almost everything Max does for the company is posted. So I wondered, and I wasn't alone, was this whole thing for real? Maybe it was staged or half-staged. I learned about the fight video from reporter Corey Kilgannon. He wrote about it for The New York Times. Corey loves the diamond district. He's written a half dozen stories about it over the years.

Speaker 200:02:58

Such a singular place in New York because it's so old-school.

Sarah Koenig00:03:01

We walked over there from our office. He told me no place else in New York operates like this. The diamond district is one of the world's biggest jewelry hubs, and it's just this one block, 47th Street between 5th and 6th Avenues, and it does feel old-school. Thousands of vendors are packed in here, in showrooms and exchanges and weird little offices tucked into every cranny of every building. It hasn't been sanitized or corporatized like Times Square just a few blocks away. It's scruffy and chaotic, clogged with cars and armored trucks.

Guys are hawking watches, offering to buy gold, negotiating deals, all right there on the sidewalk.

Speaker 200:03:37

I mean, it's, it's like you're stepping back 20, 30 years in time, at least. It's like stuff that you would have encountered in the '80s and '90s in New York. You know, people coming up at you, trying to pull you into one of the galleries for a bargain.

Sarah Koenig00:03:49

But is that like, were you—hi.

Speaker 300:03:50

How are you doing, Tom?

Sarah Koenig00:03:51

Good. How are you doing? We're not even a quarter of the way down the block and a man has materialized, as if on cue, trying to pull us into one of the galleries for a bargain. He's wearing a powder-blue sports coat and a blue checked shirt, straining at the buttons.

Speaker 300:04:04

Let me make an impression on you. 40 carat natural yellow. How much there? How much you want to pay for that?

Sarah Koenig00:04:09

Which one?

Speaker 300:04:09

That square one. Yeah, that bigger square one.

Speaker 200:04:11

How many carats?

Speaker 300:04:12

40 carats. How much you want to pay?

Speaker 200:04:14

Well, where do we start?

Sarah Koenig00:04:15

He's pointing to an enormous sparkling yellow ring in the center of the display window we're standing in front of. If it's really a diamond, it is maybe the biggest diamond I've ever seen. It looks like it should either be in a museum or in a novelty store. It cannot be a real diamond. That's a diamond?

Speaker 300:04:30

Natural, yeah.

Sarah Koenig00:04:31

Natural diamond? Come on, it is not.

Speaker 300:04:34

She heard my feelings. No, no, she heard my feelings. You heard that, right?

Sarah Koenig00:04:36

Now two other guys are suddenly weighing in.

Speaker 300:04:39

It's a good guy right here.

Sarah Koenig00:04:40

Good guy.

Speaker 300:04:41

Oh, he only does real stuff.

Sarah Koenig00:04:44

I'll later find this ring on the company's website, listed for $2.2 million. So, real, I guess. The powder-blue salesman repeatedly invites us into the store, but I tell him we're just wandering for now, maybe we'll circle back. Yeah, what's your name?

Speaker 300:05:00

James.

Sarah Koenig00:05:00

James. James what?

Speaker 300:05:02

James Bond.

Sarah Koenig00:05:03

And he's messing with us. Oh, nice. Very nice to meet you, Mr. Bond.

Speaker 300:05:07

Oh my God, here we go, here we go.

Sarah Koenig00:05:09

He takes out his wallet, flips it open to show a credit card and his driver's license. Bond, comma, James. Oh shit, it's true.

Speaker 200:05:19

James Bond?

Speaker 300:05:20

James Bond. Bond James. Bond James.

Speaker 200:05:23

Oh my God.

Sarah Koenig00:05:24

Come on, really?

Speaker 300:05:24

Yeah.

Sarah Koenig00:05:25

Wow. Corey and I say goodbye to James Bond and walk a little ways down the block. So, like, I'm so skeptical. Even though that guy showed us his driver's license and his credit card, I'm still just like.

Speaker 200:05:39

The first guy we meet, his name is James Bond. I mean, what do you do with him?

Sarah Koenig00:05:43

And he's from Brazil and then, I don't know, like, I'm so skeptical.

Speaker 200:05:48

I, I hear you. It's, it's there.

Sarah Koenig00:05:50

Do you believe these guys, though?

Speaker 200:05:51

I, I, I don't know you can take anything at face value here. I, I think this is a place really, literally where money talks. I think it's all about, like, you know, the deal and everything else. Like, you can take it with a grain of salt, right? It's part of the shtick, you know? I, I don't know. I, it looked like the driver's license looked legit. I don't know what, what can you do? I mean.

Sarah Koenig00:06:13

New Yorkers talk a lot about what's real New York and what's erzats. Sometimes it's hard to tell what's deeply culturally New York and what's branding, the city performing its New Yorkness. That, to me, was the question at the heart of Corey's TracksNYC story about that viral video. Not just whether the fight was real, but was any of this real? Now I wanted to find out. Corey had introduced me to the TracksNYC people, so I asked them if I could come hang out at the store. Surprise, surprise, they were happy for possible coverage, and off I went.

What I saw during my two days there was that my outsider's question, what's real and what's fake, is very much alive inside TracksNYC. From Serial Productions and The New York Times, I'm Sarah Kanig, and this is "METRO."

Speaker 200:07:18

Just because I was like, this was the most comfy day I've ever had.

Sarah Koenig00:07:20

I came on a Friday morning. They told me it'd arrive at 10:30, but then the guy I was supposed to meet didn't show up for another 45 minutes, so I had a long time to look around. I waited on the mezzanine level of TracksNYC, half a flight up from the main vendor floor. Online sales and customer service people sit up here. There's a lounge area with red-upholstered sofas and chairs, which is where they bring VIPs or people who just really want to meet the owner of the store, Max, or people who want grills, jewelry for your teeth.

Speaker 400:07:48

Just a solid circle over my tooth. Something different on the side, like, um.

Sarah Koenig00:07:52

A young guy named Eamon is selling to a family, a mother and daughter, the daughter's fiancé, and the mom's friend, who is clearly more than a friend. The daughter was grill shopping. They'd all come up from North Carolina, and this was the first and pretty much only thing on their agenda for their first trip together to New York City: visit TracksNYC. The mom's friend, Doug, was so impressed by the video last month, how Max stood up for the customer who got duped. I mean, I would act the same way, he said.

Speaker 300:08:19

But you can tell that that was real. That was who, that's who he is right in that moment. You can't fake that.

Sarah Koenig00:08:26

Eh, I think you can fake anything, really. Maybe I'm just cynical because I heard this same thing all day. Customers who felt a kinship with Max, as if there were an active struggle going on in the diamond district, in the world even, between integrity and deceit, and that by choosing Max, they too were choosing a side. This internet-wide burst of solidarity, I found out, had pushed the company to a turning point. Staff told me sales for the month had doubled, more than doubled, in fact, thanks to that crazy video, and now they were trying to capitalize on that momentum, crank their sales up by a couple million dollars every month, which meant they were on a hiring spree.

They had two people trying out for online sales positions, Ray and Shivanya. So that's where I started. I figured I could learn along with them. Trainees are supposed to sell $25,000 worth of merchandise over a five-day period. If they succeed, then they get to try again for two more weeks, 25K each time, and if they're still around by week four, then they get a shot at the real money: commissions. "Eat what you kill," as Rodrigo, the sales manager, likes to say. Right now, Ray and Shivanya are on day three of their first $25,000 goal.

How are you doing so far?

Speaker 500:09:43

We're getting there.

Sarah Koenig00:09:45

How are you doing so far?

Speaker 500:09:46

Uh, we're getting there too, but, um.

Sarah Koenig00:09:48

Let's have numbers.

Speaker 500:09:49

So, actual numbers? Roughly around 1,600 in total.

Sarah Koenig00:09:55

That's three sales so far for Ray. Shivanya is at about half that.

Speaker 500:09:59

My number is at 865.

Sarah Koenig00:10:02

Okay.

Speaker 500:10:02

That's just one sale, but we have one pending.

Sarah Koenig00:10:07

Okay. Um, you seem calm.

Speaker 500:10:11

I am pretty.

Sarah Koenig00:10:11

Are you, are you freaking out on the inside or you just got calm?

Speaker 500:10:14

Totally freaking out on the inside.

Sarah Koenig00:10:18

I am totally freaking out. Shivanya gets a guy on the phone who wants to buy a gold bezel listed for $1,900 on the website. He's offering $1,500. She mutters, "Absolutely not," but checks with Rodrigo, who does some quick math.

Speaker 500:10:33

No, we, we can sell it at 1,500.

Sarah Koenig00:10:35

Sell it at 1,500?

Speaker 500:10:36

Just tell him, look, I spoke to my manager and, you know, if you're ready to purchase today to make you happy, we'll make it happen at 1,500. Are you credit card ready over the phone by any chance?

Sarah Koenig00:10:48

Shivanya hasn't really worked in sales before, but the other trainee, Ray, has. He's pretty selly. He says "my man" a lot. Most of the customers seem to be men.

Speaker 500:10:58

So what, what do you think, my man? Because all of the specs, I did as much as I could. That's what, that's what the lab diamonds, everything.

Sarah Koenig00:11:03

Shivanya seems less comfortable with the sales speak.

Speaker 500:11:06

Thanks for holding. Okay, so I just spoke to my manager and we're, we're ready to make you, make you happy by selling at 1,500, um, but only if you purchase today. Are you credit card, credit card ready?

Sarah Koenig00:11:20

He is credit card ready.

Speaker 500:11:21

You're welcome. Have a good one. Bye-bye.

Sarah Koenig00:11:25

Yay.

Speaker 200:11:26

All right, wonderful. Good job. Good job.

Sarah Koenig00:11:29

Ray gives her a high five. They're rooting for each other. I'm not sure if they know it, but they're also competing against each other for this job. There are two open sales spots right now, but Rodrigo's bringing in a bunch more trainees next week. How do you feel?

Speaker 500:11:43

So happy. Now I have two sales and one pending. I hit this one, I'll hit the quota.

Sarah Koenig00:11:55

Shivanya and Ray are trying hard to land a job in one of the most expensive cities in the country, the realest desk of them all. But as I listen in, I hear them navigating a surprising number of fake customers, customers who aren't customers at all. Shivanya spends a long time looking for a diamond tennis bracelet for a buyer named Richard in London, who ghosts her. Ray gets an inquiry from a Serbian rapper named Lil Hugo, who says sky's the limit on a big golden diamond chain he wants. He's fake. Another guy calls saying he's Tyrese Halliburton, the NBA player.

He's not. What's in it for these fakers, no one could guess, apart from boredom maybe. Then I see a couple of real-life customers downstairs on the main floor of the exchange, who I think might be fake. The exchange floor is laid out like an open market, a couple of aisles running the length, booths on either side, glass cases everywhere. The TracksNYC territory is at the very front, nearest the street. I notice this slightly odd pair huddled at the counter. Two guys. They look young to me, sort of mismatched.

They're trying on luxury watches, just casually, like it's no big deal. I hear one of them say, "Maybe we should both get one."

Speaker 500:13:07

Maybe we should both get one. Come on, that'd be fun. That'd be fun.

Sarah Koenig00:13:12

Watches are some of the most expensive items on sale here. Some of them cost as much as a really nice new car. I'm thinking, there is no way these kids have the money for this. The taller one's doing most of the talking. He looks a little older than the other guy. He's wearing a denim forward get-up that looks goofy to me, but I'm guessing rings all sorts of fashion bells in the Instaverse. He also seems sort of sweet. The other guy is quieter, dark-haired, black leather jacket, with a shadow on his upper lip. Not so much like he needs a shave, more like someone should probably teach him to shave.

The shorter guy tries on a Rolex with a brown face. The taller guy passes on the Rolexes.

Speaker 500:13:49

Honestly, I'm more of an AP kind of guy. Eyes are going to this silver one right here, yeah.

Speaker 200:13:54

AP, Audemars Piguet, ultra-luxury.

Sarah Koenig00:13:58

They start talking prices. David, the salesman, says he's asking roughly $44,000 for the AP and then the Rolex, this model's known as a chocolate stick.

Speaker 500:14:08

I'll do seven. It's your first watch. I'll do 1,705 on the chocolate stick.

Speaker 200:14:13

Like, yeah. And you guys take Apple too, right?

Speaker 500:14:17

As long as you have your ID on you today, yeah.

Speaker 200:14:19

ID? I have a picture.

Speaker 500:14:20

I need a physical ID. Unless you do cash.

Speaker 200:14:23

I can spot you. I can spot you for you. I can pay you back.

Speaker 500:14:26

No, I'll spot you. Don't worry about it.

Sarah Koenig00:14:30

Are they friends, relatives? Why is one offering to spot the other? Ready to lay out, what, 60 grand without breaking a sweat? Who does that? Who are you?

Speaker 500:14:41

My name's Grayson.

Sarah Koenig00:14:42

Are you a famous person?

Speaker 500:14:43

I don't, I would, some people might say that. I wouldn't.

Sarah Koenig00:14:46

Okay, what, but how would I know? Yeah, tell me who you are.

Speaker 500:14:48

We do e-commerce, so we sell products online. Um, primarily, this is my friend Milad. He's 17 years old and crossed his first milli, which is really impressive. So he's coming in to buy, celebrate by buying his first Rolex, so.

Sarah Koenig00:15:02

You're 17 years old? Is that why you don't have an ID?

Speaker 500:15:06

Yeah, pretty much.

Sarah Koenig00:15:09

I don't know what "crossed his first milli" means, but I did learn that Milad is from Afghanistan. He emigrated with his family to Virginia and then dropped out of school at 15 to do e-commerce full-time, and he's made so much money his parents no longer have to work. That's what he told me. He'd never met Grayson in person before, but they've been working together to sell stuff online through Shopify. Grayson's 26. He told me he was the financial forecasting guy and that Milad is the brand owner. What is the brand? What do you make?

Speaker 200:15:38

Don't tell him you're going to go to jail. Remember we talked about this last night?

Speaker 500:15:42

Oh, number-wise?

Sarah Koenig00:15:43

No, like, what is it that you sell?

Speaker 500:15:46

Well, you tell me.

Speaker 200:15:47

Supplements. They say you sell supplements.

Speaker 500:15:48

Supplements.

Sarah Koenig00:15:49

The things that you eat?

Speaker 500:15:51

Yeah.

Speaker 200:15:51

Yeah, dietary.

Sarah Koenig00:15:52

Dietary supplements. I don't understand. All of this sounds shady to me, but no one else seems concerned. Maybe if you're used to "it's only money" kind of money, then anything is possible, including risking a loss of two grand for Kicks, which is what happens next. David, the salesman, says he'll sell the AP for 42,000. Grayson, a little sheepishly, offers 40. David's 22. He's fairly new here. He calls over a more knowledgeable colleague, Encore, who's also 22, but Encore's worked here for four years already, so he is the senior salesman in this scenario.

He tells Grayson, "40,000's kind of low."

Speaker 200:16:32

You are low-balling, okay?

Sarah Koenig00:16:34

I know, I know.

Speaker 200:16:36

All right, this is complete, by the way.

Sarah Koenig00:16:36

I know, I know.

Speaker 200:16:37

This is complete. I don't know if you saw the condition on this. It's really, really nice.

Sarah Koenig00:16:41

Uh, I'll do this.

Speaker 200:16:44

That's a good, that's a great price. You want to get a flip action going?

Speaker 500:16:47

A coin flip? You want to do a flip?

Speaker 200:16:49

That's a fun while you're in New York.

Sarah Koenig00:16:51

Flip a coin for the final price. If it's heads, Grayson pays 40,000. Tails, he pays 42. "I'm good with that," says Grayson.

Speaker 200:16:59

I'm good with that.

Speaker 500:17:00

Yeah? Fucking run it.

Sarah Koenig00:17:01

They locate a quarter, not always easy in this economy. Up it goes.

Speaker 200:17:07

42.

Speaker 500:17:08

Oh, shit.

Speaker 200:17:09

Good job.

Speaker 500:17:10

Thank you, guys.

Sarah Koenig00:17:12

Encore tells Grayson he himself bought the watch for 39,000, a good price.

Speaker 200:17:17

Yeah. When you sell it back to me, you're going to be completely fine, actually.

Speaker 500:17:20

Actually, I was thinking, like, because I want, I want to probably upgrade in, like, next six months, so I'll probably buy another one, trade it back to you. So, yeah, that's a good deal.

Sarah Koenig00:17:29

He's going to upgrade in six months. Encore says he'd buy it back for 38 or 37,000, and he offers to put that on the invoice. They go up to the mezzanine to wait while the sale gets finalized. They sit on the red furniture. A 26-year-old palling around New York City with his 17-year-old business associate, buying fancy watches for as much money as an average person makes in a whole year. In this building, nothing is strange about that, which is why Grayson seems totally relaxed here. He doesn't ponder the difference between real New York and a performance of New York.

He grew up, he tells me, in northern Idaho, lower middle class, homeschooled, seven siblings, adores his family. He called them very, very good, God-fearing, cornbread Americans. And boy, does he love New York.

Speaker 500:18:15

New York is the best place in the entire world, without shadow of a doubt. I mean, I couldn't, I think the better question is, what could you say that's not the best reason? It's the best food, best place, best people. Um, you can get in an elevator with somebody that could be the most influential person in the world or could be the most influential person to you at that right moment. And I don't think I've ever found somewhere that embodies the American spirit better than New York City, ever. If you've never been here and you've been thinking about coming to New York, just do it.

Buy the ticket. Don't look back, you know?

Sarah Koenig00:18:51

Maybe it's because he's 26 or maybe it's because he's from Idaho, but he's sure. You'll get a good return on your investment in New York. Luck is waiting for you here. As if to prove his point, Max, the owner of TracksNYC, arrives on the mezzanine, walking quickly, slightly stooped, dark hair swept back from his face, like he's moving against a perpetual headwind. He later told me, "I'll come to work. It's like going to war." Grayson is a fan. He knows Max from years of watching his YouTube videos, Max throwing stacks of cash into the street or running over jewelry with his car or asking people to guess the value of a solid gold banana.

He gives away thousands and thousands of dollars in these marketing antics. Part of the fun is watching people refuse to play because they cannot believe it's for real. Now Grayson and Milad get a chance to pay their respects, like a surprise audience with the Don.

Speaker 200:19:42

I'm grateful for your business. How much these boys spent here?

Speaker 300:19:45

Uh, 58,000.

Speaker 200:19:47

58,000? I got a special gift for you. You guys can come back here.

Speaker 500:19:50

No way.

Sarah Koenig00:19:51

Max bestows gifts like this all day long.

Speaker 200:19:53

All right, so these are silver dollars from 1887.

Sarah Koenig00:19:59

Grayson thanks Max for his integrity.

Speaker 500:20:01

Tracks is the only honest dealer in the diamond district.

Speaker 200:20:03

Hey, listen, I hope I'm not the only one. That would be a problem.

Speaker 500:20:06

I think it's, uh, less than you think, brother.

Speaker 200:20:08

Yeah, yeah, yeah. We're going to try to keep it going. We're going to try to make you proud, brother. All right?

Speaker 500:20:13

I appreciate it.

Sarah Koenig00:20:14

Just two honest brokers having a moment. After the break, these two will cross paths again, and it won't be quite so chummy. Max wields a guru's power in the office. Once upon a time, he was like a lot of the staff he's now surrounded by, barely adult, foreign, and winging it. Max, Maqsood Aghajani, is originally from Baku, Azerbaijan. His family came to the U.S. as Jewish refugees when he was a little kid.

He turned seven in Rego Park, Queens, where he still lives. He told me his family was more or less middle class in Baku, but once they got here, his parents fought about money all the time, and he hated it. He had the wrong clothes and the wrong shoes.

Speaker 500:20:59

Yeah, I had plenty of friends. I made a lot of friends, but I never felt comfortable. I never felt comfortable because I wanted to have money. You know what I'm saying? I didn't feel comfortable without money.

Sarah Koenig00:21:09

School wasn't going to be his way out. He could not, for the life of him, do his homework. He would just draw swirls in his notebook. "I have an issue," he said. At 18, soon as he graduated high school, he bought a digital camera and started photographing jewelry to sell online.

Speaker 500:21:24

And by the grace of God alone, did that skill help me build a jewelry business. If that didn't happen, then I wouldn't have had a jewelry business, because that's the only real talent that I actually have. That and, and communicating with my staff.

Sarah Koenig00:21:39

His sales staff is mostly men and, as I've mentioned, young, by design. First of all, they cost less, but also, they're part of his five-year plan. He's going to take this ragtag squadron of youths, some of whom have come straight from the soft nests of their parents, and mold them into a money-making team. They'll be the wolf pups of 47th Street.

Speaker 500:21:59

I got to propagandize these young people to be productive, people that work in an actual group, okay? You have to, you have to fight against, uh, whatever the hell everyone else is telling them. And once they, they, you know, experience that and it works for them, then they believe in the propaganda. So that's just really what I have to do. I have to create that reality for them, you know?

Speaker 200:22:22

Yeah, so let's start the meeting off with Justin. What you got for us? Justin, you got any news for us?

Sarah Koenig00:22:29

The afternoon staff meeting is when I see it in action, the character building, let's call it. And spinning red light here, the language is about to get spicy/offensive, so fair warning. We're up on the 14th floor, where Max has an office. We all squeeze in, six employees and me, and within seconds, really.

Speaker 200:22:48

So your, uh, your edit didn't do so well from the weekend, man?

Sarah Koenig00:22:52

He's laying into Justin, a 24-year-old from Missouri, thin as a rail but very tall. The video was a three-card Monty giveaway thing, where people were supposed to guess which box had an ounce of gold in it. It didn't get much traction. Max asks Justin, "Why didn't you use the other camera angle? Where is it?"

Speaker 500:23:11

I had it, but I was clearing off some storage because I ran out of storage on my computer. So I'll have to, I have it on his computer, though. He has more storage than the camera.

Speaker 200:23:19

Right. He has storage on his computer. Didn't you film it on a phone?

Speaker 500:23:23

Uh, yeah, but it was, it was on the, uh, it was on Eamon's phone.

Speaker 200:23:26

Do you have it? So if it's on Eamon's phone, why don't you say it's on Eamon's phone so we can look for it?

Speaker 500:23:33

I forgot for a second.

Speaker 200:23:34

Ah, man. Bro, this is fucking ridiculous, bro, with this fucking guy. I forgot what, that it's on a fucking phone, bro. What are we doing here, dude? Yeah, that's the, that's the number one thing you don't want to hear in business. "I forgot." Fucking bullshit, bro.

Sarah Koenig00:23:49

Justin's been working here for less than a year, and how he ended up here, holy cow. He's originally from Sudan, and he got hired because he made this video defending Max against allegations that he supported blood diamond mining in Sierra Leone. And after that, Justin asked for a job, and Max sent him $3,000, and against the better judgment of his skeptical parents, Justin bought a plane ticket to New York, where he'd never been, found an apartment on Craigslist, and now he's getting yelled at, on tape.

Speaker 200:24:15

What happened with Justin, and you know what I'm saying, to be completely blunt, he just took the lazy fucking route and didn't do shit. And you know what I'm saying?

Sarah Koenig00:24:22

Pretty much the only people Justin knows in this city are right here in this office. He's not had time to make friends. Max takes a breather on Justin, turns to Eamon, who sells grills. Eamon hands over his phone with the second camera angle to Max so he can watch it.

Speaker 200:24:37

Man, this motherfucker's on zero battery over here.

Speaker 500:24:39

Oh, yeah.

Speaker 200:24:41

Jesus Christ.

Speaker 500:24:42

I'm running around.

Sarah Koenig00:24:43

"I was running around," Eamon says. "He was. I saw him zipping around all morning."

Speaker 200:24:48

You know what I'm saying? It's not hard. You fucking go to sleep like a fucking conscious person. You plug in your fucking phone, you wake up, you're ready to go. That's all. I don't want to be sitting here scrolling. The phone's about to die, bro. There's mad angles here of the guy's face.

Sarah Koenig00:25:03

Eamon's 20. He's worked here on and off since he was 16, 17. His fingernails are bitten right down to the flesh. And yes, he tells me, people have cried in these meetings. Eamon's cried in these meetings. But he used to play baseball, and he's used to being chewed out by the coach. He doesn't take it personally. And P.S., his phone was at about 70% when he got to work that day, he said. Max will slide in and out of various topics during this meeting. He'll record a quick voiceover for a video. He'll praise Emma for the hot-selling engagement ring she designed.

Daniel's on point, executing every time. That's business. Mickey, swarup, consistent. But his leitmotif will be Justin's disappointing video, as an example of what is not business. Excuses, not business.

Speaker 200:25:50

This happened. That happened. Then what happened?

Sarah Koenig00:25:53

Brutality aside, I find Max's speech mesmerizing.

Speaker 200:25:56

He left, he came back, it was this, it was that, it was nephews, it was Sam, it was here, it was there. Never got done.

Sarah Koenig00:26:02

It was this, it was that, it was here, it was there, shuffling and buffling, tchotchkes and schmotchkes, the pearls, the schmerls, the clippings, the schmippings, twitching and ditching. Max swings and he rhymes, but inside the bullying poetry of reprimand, he is telling them, "You guys can do this. If you need proof, you're looking right at him. Your reality is me."

Speaker 500:26:23

"I forgot" is not a sentence that should be uttered in a business. "I forgot" is for drug addicts and bums. That's what "I forgot" is for. I also forget. I forget my keys. I forget some shit when I'm high, okay? That's just the reality of the situation. That's what it's for. For bums. "My shit is this, my shit is that, my shit is here, my shit is at 4%, I left the phone back there, I did that " I don't give a fuck about none of that shit.

I don't want to have nothing to do with it. Do yourselves a fucking favor and have the business discipline of being ready to go every fucking day. I understand you come home and you have a bunch of bums around you. I understand that, bro. It is what it is. Don't let that shit rub off on you so it can rub off on me. That's it. I don't want to be around bums, man. I'm fucking almost 40 years old, bro.

Sarah Koenig00:27:18

Before most of these guys were hired, Max had a bunch of people around him who turned out to be untrustworthy, he told me. People stole from him, betrayed him. Unlike so many diamond district businesses, Max doesn't have any family working with him. On this block, where for the better part of a century, fathers have been teaching their sons the business and then handing it over, Max did it solo, scraped and hustled and built this brand, which just doubled its sales last month. Max has no children, no family of his own. It's lonely up here at the top.

Speaker 200:27:47

All of you are fucking strangers. None of you are my family. None of you Diamond Heritage is this fucker and his son. And Akai is two brothers and a dad. The landlord's cousins and fucking in-laws and their father. Simon Brothers are brothers. Prestige Brothers are fucking brothers. I'm here by my fucking self, bro, with a bunch of strangers. It's a different game. I got to pick the right strangers, bro.

I got to pick the right strangers.

Sarah Koenig00:28:18

Who's with me? Who's going to stay with me? Toward the end of the meeting, Max casually mentions that moving forward, some people are going to have a job, and some people, I need to really think about carefully. He ends it with the most dreaded question of all, which he puts to Justin.

Speaker 200:28:34

Do you, uh, like this, uh, job? Do you like this company?

Speaker 500:28:38

Yeah.

Sarah Koenig00:28:41

After 77 minutes, it's over.

Speaker 200:28:43

New York Times, any final thoughts for us?

Sarah Koenig00:28:46

No. I'm glad I charged my phone.

Speaker 200:28:50

Yeah. All right, good. If you want some water or anything like that, get her a bottle of Fiji or something, man.

Sarah Koenig00:28:56

No, no, I'm good, I'm good. I have water. Thank you.

Speaker 200:28:58

Okay.

Sarah Koenig00:28:59

Everyone goes back to work. My first thought was that I couldn't believe he'd let me tape what had just happened. My second thought was, maybe what had just happened was actually meant for me, a performance.

Speaker 200:29:11

Was that an interesting meeting?

Sarah Koenig00:29:14

Fascinating.

Speaker 200:29:15

Fascinating.

Sarah Koenig00:29:16

I have so many questions.

Speaker 200:29:17

All right.

Sarah Koenig00:29:18

The main one is like, were you actually mad or are you not mad?

Speaker 200:29:22

I'm mad.

Sarah Koenig00:29:24

Okay.

Speaker 200:29:25

That's not as mad as I usually get, but I'm, I could be mad. Yeah, I'm mad. I mean, listen, you cannot be relaxing and wishing upon a star in this company.

Sarah Koenig00:29:33

But wait, isn't your business booming like crazy? You're acting like it's.

Speaker 200:29:36

Why do you think it's booming?

Sarah Koenig00:29:37

I don't, because you're mad?

Speaker 200:29:38

Because I'm pressing, uh, the issue and I'm pushing it forward. I'm not satisfied with the lowest common denominator.

Sarah Koenig00:29:46

If his employees are rattled by the way he talks, then this isn't the job for them. "Fuck their feelings," he said. "Get to work." All that happened on a Friday. On Monday morning, I checked back in first thing with the trainees upstairs, Shivani and Ray. They were busy trying to make their numbers and politely asked me to get out of their faces. So I wandered back to the red furniture, where I was surprised to see Grayson, the guy who bought the AP watch for $42K on Friday. You're back.

Speaker 500:30:14

I am. I'm selling a watch today.

Sarah Koenig00:30:16

You're kidding.

Speaker 500:30:16

No, I'm not.

Sarah Koenig00:30:17

The same one.

Speaker 500:30:18

The same one.

Sarah Koenig00:30:18

Come on.

Speaker 500:30:19

I didn't, I didn't like the silver.

Sarah Koenig00:30:20

No, you're kidding. You're selling that watch?

Speaker 500:30:21

I am, yeah. I didn't like the silver. We're going to, we're going to look out to see if they can find me a gold one, but silver doesn't work for me.

Sarah Koenig00:30:28

Isn't a gold one going to be so much more money?

Speaker 500:30:30

Yeah. Like, probably double. Yeah. But it looks cooler.

Sarah Koenig00:30:36

The gold one, he said, would be a gift for his twin brother. I asked what he was waiting for, and he and the salesman, David, explained that they were getting the watch checked out by Eddie across the street at the Watch Hospital, which is a little booth in another gallery. I'd been over there earlier. Every watch that Trax NYC buys, they get it checked out, even if it's a watch they've bought before, like this one, just due diligence to make sure it hasn't been tampered with.

Speaker 500:31:00

Not that, not that I would ever do something like that, but it's not uncommon. I've heard in stories that people will buy a watch, go swap it out for a fake one, and try to bring it back in, which, obviously, I wouldn't do something like that, but it's just.

Sarah Koenig00:31:11

I'd heard about this too. People will pop out the movement, the mechanical part of the watch, swap it for a fake, and then try to resell it as the original. David pipes in, "It's just procedure to have it checked," he says. "It's not that I don't trust him. I trust him fully." Grayson says, "Uh-huh." And anyway, he's pretty sure Eddie, the watch doctor, would easily catch a fake movement.

Speaker 500:31:31

I'm sure there's a couple dead giveaways, and he just looks for those, and if it's good, he closes it back. I would imagine, at least, you know?

Sarah Koenig00:31:37

Pending an all-clear from Eddie, Trax NYC has agreed to buy back the silver AP for $37,000, which means in the span of a few days, Grayson is out $5,000 on this deal. He told me he didn't bother to haggle. Later that afternoon, I go upstairs to the 14th floor to interview Max some more. But as we're sitting there talking, Max's general manager comes to the door.

Speaker 600:32:06

He says sorry to interrupt, but we've got a little problem with a watch.

Speaker 200:32:10

So what happened to it?

Speaker 600:32:11

We sold it to the guy, basically, on Friday. He came back today trying to sell it to us back for like $5,000 less.

Speaker 200:32:17

Right.

Sarah Koenig00:32:17

A couple other salespeople come in too. I quickly realize they're talking about Grayson.

Speaker 600:32:23

Now, before buying it back, we did due diligence and we checked the watch.

Speaker 200:32:26

Right.

Speaker 600:32:27

It's coming out fake. So he basically brought us back a fake one.

Speaker 200:32:29

So the movement is real? So he mixed and matched fake and real parts?

Speaker 600:32:32

Ah, okay. So.

Sarah Koenig00:32:33

They're saying they think he Frankenstained the watch and that now he's trying to scam them by selling it back.

Speaker 600:32:38

So basically, we have a few options, but one of them, they want to go with it to just tell the guy to, you know, we're not going to buy it.

Speaker 200:32:45

We're fucking selling it.

Speaker 600:32:45

Yeah. Yeah. So it appears that he has some social media following as well, so it might turn.

Speaker 200:32:50

We could go to war over it.

Sarah Koenig00:32:51

We could go to war over it, Max says. He doesn't have to see any paperwork, doesn't have to look at the watch itself, he's not going to investigate. His lieutenants are telling him they believe it's been tampered with. That's enough for him. He instantly records a preemptive strike.

Speaker 200:33:04

Okay, so let's just do it right now. Let me just record it. You know, this is a real reality of life right here that we have to deal with. All right, um, let's see how we're going to do this. We sold a real watch, and now this guy is trying to return a fake one. Well, he's in for a fucking surprise, all right? Me and the boys are on it. What did you learn about this watch, woman?

Speaker 600:33:30

It's fake. We sold him an authentic, genuine watch, and now we're buying it back. It's a fake watch.

Speaker 200:33:36

Yeah.

Speaker 600:33:36

It's not the same watch we sold.

Speaker 200:33:38

So he's been bracing it aftermarket with original movement. So it's Frankenstein. Within four days, he was okay with taking a $5,000 hit, which is pretty ridiculous. He didn't argue about it. He's just taking the hit and wants us to wire him. Yeah, yeah, yeah. Listen, listen. I don't know who the fuck you are. Fuck right off, bro, okay?

Sarah Koenig00:33:55

Someone reminds Max you met this guy. Remember? He bought a Rolex for his friend? Max doesn't remember, which isn't surprising. He meets so many strangers. But I remember. Mr. I Love New York. They called each other brother, and Grayson said Trax NYC was the only honest dealer in the diamond district. I was stunned. I mean, assuming it was true that Grayson had done this. So Braison. We'd just been lounging in the mezzanine lounge, talking about how sometimes scammers will swap out the movement of a watch. "I'm sure there are a couple of dead giveaways," he'd said.

Not that I'd ever do something like that. And apparently, he hadn't done that. He'd, again, allegedly, done the opposite. Instead of the innards being fake, these guys were saying the outards were fake. The watch case wasn't original. They explained that when Eddie at the Watch Hospital checked the movement, as Grayson knew he would, it was real. It's just that the rest of the watch didn't seem to be. Encore, the salesman, told me Eddie had caught the tiny differences people don't usually check for. But for Grayson to discuss it at all, with a reporter, on tape, at Trax NYC, the one place in the diamond district where the smart money says the owner might go ballistic, how had Grayson kept his cool?

I couldn't believe it. I went back downstairs to see how they're going to handle this. Grayson had already left the building, so now they have to call him. They decide they're not going to accuse him of anything and that young David's going to be the one to make the call, since he was the salesman on this deal. He's nervous. Marcus, the sales manager, and Encore give him some pointers. Don't be rude. Don't let him force you to explain.

Speaker 200:35:30

Yeah, I'm not going to give him an explanation.

Speaker 300:35:31

And don't let him be read beat you into giving a reason.

Speaker 200:35:36

Yeah, there's something the company doesn't want to buy the watch.

Speaker 300:35:39

I'm going to say.

Speaker 200:35:39

Because there's a.

Speaker 300:35:40

Things are regardless, regardless of anyone tries to fuck us, there's no reason to be a dickhead. You know, just tell him, hey.

Speaker 200:35:45

No, I'm going to say, "Hey, bro, we just. And we are well within our rights, by the way, to not.

Speaker 300:35:49

Yeah, I know.

Speaker 200:35:50

Because we final-sold it.

Speaker 300:35:51

Let's get this over with.

Speaker 400:35:53

Y'all want it on speaker?

Speaker 300:35:55

Sure, I don't care.

Speaker 200:35:56

This is such a, like, very cheesemonger thing.

Speaker 400:35:59

I love it.

Speaker 200:36:04

Yeah.

Speaker 400:36:04

Hey, bro.

Speaker 700:36:05

Please leave your message for.

Speaker 400:36:07

Damn.

Speaker 200:36:07

So the person we bought the watch.

Sarah Koenig00:36:08

It's around 6:00 p.m. now, and the showroom is closed to customers. David tries calling Grayson again. Grayson finally calls back.

Speaker 200:36:16

It's not something we're really interested in buying at the moment.

Sarah Koenig00:36:20

David keeps his voice even, tells Grayson the deal is off, he can come by anytime and pick it up.

Speaker 200:36:26

This is a little bit over my head. And like I said, this is just what I've been told.

Sarah Koenig00:36:32

Eventually, he hands the phone to Marcus.

Speaker 300:36:34

Oh, this is Marcus with Trax NYC. How may I assist? Hey, what's up, brother? How are you?

Sarah Koenig00:36:39

I'd predicted Grayson would immediately crumble. I was wrong.

Speaker 300:36:44

No, we're just, we're just declining.

Sarah Koenig00:36:49

They weren't telling Grayson what they really thought, and they weren't going to post Max's video, because they wanted to avoid a protracted back-and-forth about what was true and what was false and what was real and what was fake. This way, they can just skip all that and tell him we're under no obligation to buy back the watch. We're simply exercising that non-obligation. Marcus is firm but polite as the conversation drags on. In the pauses, we can all hear Max behind them shooting a bracelet ad with a blonde model named Christina, who's also a Marine sergeant at a nearby base.

Speaker 300:37:19

Okay. I understand how you feel. You can schedule the time to come in with David, and that will not be a problem. It'll be here in the showroom. He hung up.

Sarah Koenig00:37:29

He hung up. I realized, not proudly, that I was a little disappointed, that I was actually hoping for a showdown. Not just because it might have been exciting tape, but because now I was craving the adrenaline hit of street justice. For someone to yell into the phone, "You're busted, sucker." Instead, they'd been so controlled, all of them. When David passed over the call to Marcus, I'd heard him mutter, "This is fucking me up."

Speaker 400:37:53

I mean, the best way to put it is, I'm a 22-year-old guy. So far in my life, I've, I've only argued with my mom, my girlfriend, and maybe some of my friends, you know? I've had to give bad news before to clients, but this is something a little bit different. You know, it's, it doesn't just come down to, you know, I'm mad at my mom or I'm mad at my friend or they're mad at me. It comes down to, well, this is real-world stuff. This is, this is a lot of money.

Speaker 200:38:17

Okay, let's try that one more time.

Sarah Koenig00:38:24

The real world is full of sharks and conflict and people trying to take money from each other. That's the world David's learning to survive in. The world of Max. By now, I'd accepted what another employee told me, that the Max I met is the real Max. That 22 years on this tough block and this tough business molded him into Max the persona, inseparable now from Max the person. So yeah, that was Max in the video, performing himself, mad as a hornet, real as can be. On the other hand, I'd just seen David and Marcus and Encore pull an anti-Max, solve a problem with aggressive good manners, the kind of fakery that greases civil society, where I prefer to live most of the time.

The staff unlocked the door for me, and I started walking back to the office. Before I'd even gotten to the corner of 47th and 6th, I got a text from Grayson. "You know what's crazy?" he wrote. I asked neutral questions, as if I had no idea what was going on. Faking it, in effect. He explained the whole thing. "Yeah, just surprising to see lack of integrity from that store," he wrote. "I guess I should have seen it coming."

I do not know what really happened with this watch. Grayson did go pick it up, he later told me. He claims he never tampered with it. He sold it, in fact, to a watch dealer in Texas, who says he sold it to another dealer in Miami. So far, no complaints, as far as I know.

Speaker 200:40:10

Listen.

Sarah Koenig00:40:11

This episode of METRO was produced by Janelle Pfeiffer and edited by Julie Snyder. The producing team behind METRO includes Brendan Klinkenberg, Alvin Mellett, Daniel Guimet, Corey Kilganan, Ben Phelan, Phoebe Wang, Jen Gueira, Jessica Weisberg, Anita Badajoh, Katherine Anderson, Abby Purpich, Mack Miller, Andrea Lopez-Crusado, Matt Nadel, and Walter Snyder. Nikita Stewart is editor of the New York Times METRO Desk. As we get this thing rolling, we would love it if you would help us get the word out. Follow the show on your podcast platform, or favorite it, or even comment on it if you're nice.

Also, please come find us on our social media platforms. Search Serial Productions on Instagram, TikTok, Facebook. We're going to be posting callouts for stories, stories we hope to make with you, the listeners. Again, search for "Serial" or "Serial Productions," and you'll find us. Special thanks to the many people who've helped get this show off the ground: Jessica Testa, Maddie Maciello, Kyle Grandillo, Nina Lassam, Blake Olmstead, Kelly Do, Bill Ferguson, Pierre-Antoine Louis, Tyler Cabot, Zoë Murphy, Mahima Choblani, Raina Desai, Elizabeth Bristow, Dana Green, Jack Browning, Simone Prokos, Susan Wesling, and Sam Dolnik.

METRO is a production of Serial Productions and the New York Times.

Episode description

Today, we’re sharing an episode from a brand-new show called “METRO,” made by the Serial podcast team and the reporters here at The Times who cover New York City.

Every other week, Sarah Koenig and her team will tell stories about the city and its most fascinating raw material: New Yorkers. They’ll bring you investigations, personal stories, essays and interviews that take the bigness of New York and make it human scale and relevant, no matter where you live. 
 

You can find all episodes of Serial’s “METRO” wherever you get your podcasts and in The New York Times app. 

 

For more information on today’s episode, visit nytimes.com/thedaily. Transcripts of each episode will be made available by the next workday.

Subscribe today at nytimes.com/podcasts or on Apple Podcasts, Spotify and Amazon Music. You can also subscribe via your favorite podcast app here https://www.nytimes.com/activate-access/audio?source=podcatcher. For more podcasts and narrated articles, download The New York Times app at nytimes.com/app.

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