About Us

Our journey started a few years ago when we consciously started incorporating more sustainable choices in our everyday lives whether its recycle, reuse, reduce waste, energy and water conservation or making eco-friendly choices. To be honest we aren’t fully there yet but we try to do our bit every day to contribute to a more sustainable and environmentally friendly world. But when it came to diamonds, we weren’t fully aware about our choice, or the impact traditional diamond mining has on the environment and its ethical cost due to its association with conflict, human rights abuses, and violence in certain regions where diamond mining takes place.

In an effort to learn more, we became aware of the innovative, cutting-edge technology that produces lab-grown diamonds with the same brilliance, purity, and quality as their mined counterparts. This technology has come a long way since its inception in 1950’s but it was only in 1980’s that high quality diamonds were commercially accessible. This marked the inception of our commitment to not only embrace this option but also spread the world as we realize a lot of people aren’t fully aware and make this offering available to our customers as a more responsible, sustainable, transparent, and cost-effective alternative.

We are a US-based small family-owned business and proud of the fact that unlike large retailers, every diamond is personally selected by us like we were buying it for ourselves so we can offer the best quality and price without compromising on style or value.

We only source our diamonds directly from our manufacturing partners based in the diamond hub of India - Surat, where 90% of the world's diamonds are cut and polished. We have exclusive access to diamond inventory that gives us detailed information about each diamond including its physical description, carat weight, clarity, color, cut, videos, images and certification.