Being associated with De Beers for so long, you can bet the founders had no shortage of phone calls from anxiety-ridden friends, family and acquaintances with all sorts of questions. More often than not, they were looking for information about diamonds, help in finding someone they could trust, and of course, a good deal.

Many were nervous about spending a significant amount of money on a product they knew little about from someone they had an almost innate distrust for (nothing against jewelers, but it's the old "one bad apple..." story.) Above all, they wanted a simple, uncomplicated shopping experience.

They saw an opportunity to reinvent the diamond buying process to empower the customer with information, confidence, and choice. Thus, was born.


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