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About us

Unique experiences to enhance your diamond selection


Customers are looking for stunning diamonds.
We empower our team to curate the most exquisite selections.

We have one goal in mind, customer satisfaction.

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Discover New Jewels


Explore our exquisite range of diamonds, each uniquely crafted to meet the desires of our discerning clientele. Our commitment to quality and transparency ensures that you find the perfect gem for any occasion.

Start with the gem – find out what they desire and present it to them.


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Your Diamond Destination

Meet our diamond experts

Dedicated gemologists driving our success

Tony Fred

Chief Executive Officer

Founder and chief visionary, Tony is the driving force behind our diamond business. He loves to engage in sourcing, marketing, and enhancing the customer experience.

Mich Stark

Chief Diamond Officer

Mich has a passion for the diamond industry. With years of experience as a Commercial Director in luxury goods, Mich has guided the company to new heights in the diamond market. Mich is a true expert in his field.

James Carter

Chief Technical Officer

Aline is one of those rare individuals who can say she loves her work. She mentors 100+ in-house gemologists and nurtures a community of thousands of diamond enthusiasts.

Iris Joe

Chief Financial Officer

Iris, with her extensive gemology experience, helps us understand the market and improve our offerings. She is determined to drive success and elevate our brand.