Background and Roots
People often ask how we got into the jewelry business. The truth is, the roots go back to our parents and the values we absorbed growing up. Our own jewelry line came later in life, after pursuing first careers elsewhere, but the foundation was always there.
My parents, Ambrish and Meenaxi, were visionaries. They began with a simple yet bold idea: importing gift products from India to the U.S. Over time, their business evolved into something extraordinary—specializing in natural color, one-of-a-kind diamonds with unique cuts. Their ability to recognize opportunity, especially in a niche market, helped shape what would become a leading diamond distribution company.
What I Learned Growing Up
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Family Business from the Ground Up
As a child, I literally grew up under the tradeshow tables, watching my parents interact with clients, build relationships, and navigate the complexities of a growing enterprise. I had an early exposure to how trust and service drive lasting partnerships. I had the opportunity to observe how beauty, craftsmanship, and commerce intersect. -
Hands-On Experience with My Dad
My dad was a patient teacher and meticulous craftsman. He taught me how to sort diamonds not just by mm size, but by depth, tone, clarity, and subtle shade differences. With rose cuts, I learned to examine the dome consistency and how it affected the stone’s aesthetic when grouped in a setting. He showed me how to use tweezers, a loupe, and how to read the light refraction, facet shapes, and girdle inscriptions. When working with color diamonds, he emphasized that “not all pinks are pink”—and showed me how to appreciate and match the subtle nuances of hues. -
Business Acumen in Action
Through tradeshow interactions, I observed how my parents conducted business—balancing artistry with precision in logistics with regards to payment terms, delivery timelines, servicing and aftercare. These weren’t just transactions—they were relationship builders.
The Values that Endure
Even after my mother’s passing, my father remains a powerful source of wisdom and guidance. Together, they laid the groundwork for what makes our business unique:
- Visionary Thinking – seeing opportunity before others, especially how we have brought stacking rings to become a prominent part of one’s jewelry wardrobe.
- Integrity – doing business with honesty and fairness, regardless of client size.
- Creativity & Aesthetics – understanding the emotional and artistic value of a gem.
- Respect for People – treating every partner as vital to the story.
Conclusion
What I’ve learned from my parents—especially my father—isn’t just how to handle diamonds, but how to build something meaningful and lasting in a competitive industry. Their journey, which began in an arranged marriage in a foreign country, grew into a legacy of entrepreneurship, resilience, and heart.
Our business continues to thrive today because we still hold true to those principles—refined through generations, and guided by passion, precision, and people. Their story lives on in every gemstone we touch and in every relationship we build.
As my father, Ambrish Sethi, says:
“Our passion continues to grow stronger with time, fueled by the amazing people we have met, the gems we have seen, and the creativity that is so much a part of the heart and soul of this business.”
Looking Ahead: Carrying the Legacy Forward
The lessons we’ve learned from our father—his precision, integrity, foresight, and deep respect for the craft and the people behind it—are more than memories; they are the blueprint for how we shape our future.
As we continue to evolve our brand, we do so with the same mindset he instilled in us:
- To stay curious and keep learning
- To approach every gem and every client with care and respect
- To always balance tradition with innovation
- To build relationships that are rooted in trust and shared vision
We foresee a future where we continue to bridge old-world craftsmanship with new-world creativity, pushing the boundaries of design while staying grounded in the values our father modeled. His quiet discipline and forward-thinking spirit guide us every day—not just in how we run a business, but in how we build a legacy worth passing on.
Our future is shaped by his past—and because of that, we step into what’s next with clarity, confidence, and heart.
