Glad you asked. Unlike traditional white diamonds, Fancy Color Diamonds are very rare and very hard to find. In fact, only one in 10,000 diamonds found are color. This creates a high demand. And a value that keeps rising.

Thanks to his longtime family connections in the Tel Aviv Diamond Consortium, Joseph Aviv has access to these rare diamonds at a “direct from the source” price – no middle man. He is also an exquisite diamond cutter. No third party costs. And these savings are passed on to our special clientele.