The Underwood Jewelers introduced luminous diamonds as part of its showcase at a launch party at its Ponte Vedra Beach location Oct. 14.
According to John Rutkowski, registered jeweler and manager of the Ponte Vedra Beach store, the night was to the first opportunity to introduce a new brand of diamond to the community and one that he believes Underwood’s clients will be intrigued by.
The diamonds are made in Italy and mined by ALROSA based out of Russia, which according to its website, is one of the world’s largest companies in terms of the amount of rock mass processed.
“It’s kind of a sleeping giant in the diamond industry,” said Adam Fried, director of sales development for Luminous Diamonds. “The diamonds they get are close to the Arctic Circle.”
According to Fried, they wanted to partner with Underwood’s because its owner Clayton Bromberg is held in such high regard within the diamond industry.
“Basically, last night we launched our brand,” Fried said. “It was the right place to be for both of us.”
Fried stated that the thing that makes Luminous Diamonds unique is the fact that they give a blue glow when placed under ultraviolet light.
“It is a reminder to each woman who wears them of their inner light inside,” Fried said.
