The price of lab-grown diamonds (LGD) has taken a nose-dive, which in turn has raised a lot of concerns about managing the sustainability of pricing and the market. This research focuses on building a robust strategy to select the optimum mix of natural and lab-grown diamonds. The analytical hierarchy process (AHP) was developed to quantify personal preferences, which are weighed where the answer is stratified by a Nesh equilibrium game. Data was obtained through market analyzation of the pertaining variables LGD’s elasticity of demand, price ethics, and resale price. The impressions were that LGD diamond prices have dropped because of too much supply, causing too much volatility in the market and a lack of consumer confidence in the market. AHP results showed that LDG’s resale value is poor and that affordability and ethical sourcing are needed, making people skeptical towards LGD. Results of the Nash game demonstrate that natural diamond firms can continue to make normal profits after cost to a greater extent by restricting output. At the same time, LGD manufacturers can alter the price fluctuation by purchasing and investing in the brand.