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Asteria Is Bringing Colored Diamonds Online To U.S. Consumers

Asteria Is Bringing Colored Diamonds Online To U.S. Consumers

Jewelry News Network

Natural fancy colored diamonds are among the most sought after gems in the world, with the very best and rarest regularly breaking worldwide auction records. Israeli-based Asteria Diamonds is one of a few companies that provide high-quality colored diamonds online to consumers. The brand is currently targeting the U.S. market.

Asteria was founded by Israeli diamond industry manufacturer, Eliyahu Bashari. The diamond brand for consumers complements his wholesale diamond manufacturing business, Bashari Diamonds (Israel) Ltd., which he founded in 1973.

0.40-carat fancy intense orange yellow diamond, $1,890

As technological advancements in how diamonds are manufactured and distributed advanced in recent years, Bashari saw it was time to create a diamond brand for consumers using its wholesale inventory. Asteria Diamonds was born in 2008. The brand first specialized in white diamonds for the burgeoning luxury market in China, which it had already entered with its wholesale business.

As online retail, marketing and social media continued changing and becoming more global, in 2012 Asteria launched its global eCommerce website (www.asteriadiamonds.com).

1.84-carat fancy yellow-green diamond surrounded by white and colored diamonds, $28,661

Today Asteria specializes in fancy colored diamonds, but also sells white diamonds and diamond jewelry. Bashari says it offers its entire inventory (diamonds and jewels) directly to consumers at what he says are wholesale prices. Even though it is an online retailer, he says Asteria can provide personalized service throughout the world. The brand has offices around the world, including three in the U.S.

The website offers a full breadth of fancy colored diamonds, spanning all different sizes, cuts, qualities and colors. Prices reflect this diversity, ranging from as low as $407 for a for a 0.08-carat fancy intense pinkish purple diamond to $153,500 for a 3.13-carat heart-shaped fancy, vivid yellow diamond.

3.3-carat fancy light yellow diamond engagement ring

Prices for a full collection of diamond jewels also vary widely based on the quality of the diamond and the design and can run more than $600,000. There were several pieces in which the price was only given upon request.

The brand is certainly keen on pushing fancy colored diamonds for engagement rings, something that has had limited success in the past with U.S. consumers. The trend in colored gems for engagement has a long history among the rich and famous and Asteria is working hard to increase the popularity of this trend.

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