Elizabeth Diamond Company carves niche as a jeweler that cultivates long-term relationships with customers

Centerville – Jewelry is rooted in sentiment. From rings and bracelets to earrings and necklaces, there is likely a heartfelt reason why a person wears a particular piece. Engagement rings and wedding rings reflect that feeling since they symbolize love and a lifelong commitment. Family heirlooms are among the other kinds of beloved keepsakes that illustrate that jewelry is often as much about emotion as it is beauty and fashion. That passion for what is one of the most meaningful purchases a person can make is what inspires the culture at Elizabeth Diamond Company.

Renowned for its innovative custom design options and its expansive collection of loose diamonds, Elizabeth Diamond Company provides a one-stop destination for inventory, design and repair. The 6,000-square-foot signature store in Centerville showcases treasures from some of the world’s most renowned designers and in-house, custom design pieces that include engagement, wedding and bridal jewelry; birthstones and mother’s rings; and refashioning of family heirlooms. Elizabeth Diamond Company has carved a niche in greater Dayton as a jeweler that cultivates long-term relationships with its customers.

“Jewelry creates emotional attachments at many stages, from getting engaged and married to having a family, celebrating birthdays and anniversaries and one loved one passing down a keepsake to another,” said Sonny Singhvi, who founded Elizabeth Diamond Company with his wife, Sonu, in 2001. “We consider it a privilege to be part of significant moments for couples and families through the years. Our interaction with customers extends long beyond the initial introduction.”

Elizabeth Diamond Company’s inventory of loose diamonds is one reason first-time customers return.

“Nowhere in greater Dayton can you compare 20 to 25 2 ct. diamond options side by side with a GIA certified gemologist helping you understand price and quality. That makes it easier for customers,” said Stephanie Weber, a jewelry industry veteran who formerly worked at Weber Jewelers.  “Researching online is helpful, but our clients prefer to look at diamonds in person so they feel confident about their decision.”

Elizabeth Diamond Company’s culture is a significant part of the appeal for customers and team members alike. Sonny and Sonu are deeply involved in the greater Dayton community and are fond of helping organizations like Dayton Children’s Hospital, the Leukemia and Lymphoma Society, the Humane Society of Greater Dayton and SICSA. Staffers are greeted every day by Daisy Girl, Sonny and Sonu’s German Shepherd.

Custom design is another trend that has spurred Elizabeth Diamond Company’s growth. When the business nearly doubled its size at the Centerville location, the new layout allowed more space for the design studio, and the production and repair shops. Along with jewelry industry veterans like Weber, Elizabeth Diamond Company also features two of the region’s most experienced goldsmiths and jewelry artists, David Brodnick and Eric King.

Elizabeth Diamond Company’s expert team of designers, design technicians, and goldsmiths bring ideas and dreams to fruition. Customers get same day, custom quotes as well as Computer Aided Design (CAD) renderings.  Once approved, CADs are transformed to waxes, grown in the design studio using state of the art 3-D printing.

Elizabeth Diamond Company originated from Sonny’s unanticipated career path in college. The Middletown native attended Ohio State University after graduating from Springboro High School, but academics were not a priority as he admittedly was not a “book-smart kid” and was more intrigued by socializing and sales.

“My family had relatives in India who were emerald cutters and dealers, so my parents helped arrange a summer internship where I learned how to grade loose emeralds,” Sonny said. “I wanted to pursue a career I was passionate about, and I love the business side of buying and selling.

“When I returned to Ohio State, I brought an assortment of emeralds, and I sold them to jewelers in the Columbus area,” Sonny added. “A jeweler in the Columbus area was my first client, and they requested more emeralds, so I took a quarter off from college.”

Sonny’s path in the jewelry business took him to Thailand to purchase rubies and sapphires, and Antwerp, Belgium to buy diamonds, and he forged an expertise as a wholesale expert. The vision for a retail store that would offer a vast selection of loose diamonds, and custom design pieces where the process is completed under one roof, was realized in 2001 when Sonny and Sonu opened Elizabeth Diamond Company at a building on Wilmington Pike in 2001. Since then, they have moved to their current spot at 7245 Far Hills Ave. in Centerville, and expanded that facility from its original 3,300 square feet to 6,000 square feet. Elizabeth Diamond Company also has a location at 1928 W. Main St. in Troy.

Transitioning from wholesale to retail was a challenge, Sonny admits, considering the difference in focus, yet the wholesale background has helped Elizabeth Diamond Company evolve. Sonu is respected for her eye for fashion trends, ensuring relationships and offerings from the world’s finest designers.  Sonny’s gemstone connections, and his keen and aggressive buying strengths as a former diamond wholesaler result in competitive pricing for customers.

“Consumer needs are different than wholesaler needs because there is a greater emphasis on customer service, especially since buying an engagement ring, for example, is one of the most important purchases you will ever make,” Sonny said. “We still buy diamonds with the eyes of a wholesaler in terms of pricing. Now, though, we buy with the consumer in mind based on trends and preferences. We listen to what our customers want.”

Artists like Brodnick and King give Elizabeth Diamond Company an edge in creating cherished, one-of-a-kind engagement rings and redesigning family heirlooms.

“Refashioning fine jewelry is something that has happened for centuries, but in recent years, it is becoming more prevalent, whether it is re-sizing and redesigning an engagement ring or resetting the gems from an antique brooch into earrings, among other examples,” said Cody Pinnick, who is the lead designer at Elizabeth Diamond Company. “We breathe new life into heritage pieces to fit your personal preferences and tastes.”

Learning a customer’s personality, Sonny reiterates, is what builds trust and a relationship that lasts long after the first time someone walks through Elizabeth Diamond Company’s doors.

“Long-term relationships with our customers are what especially make this business rewarding,” Sonny added. “Trends change, but the meaning and sentiment behind the gift of jewelry is lasting and impactful.”