It was over 50 years ago when a small family would earn its bread with a meager diamond polishing workshop. But, with an inimitable foresight and ambition to become world-leaders in the diamond industry, this family strived hard to widen their horizons. It is with this ambition, farsightedness and hard work that Lili Diamonds was born. What was then a humble local factory in Israel became an internationally renowned enterprise.

Established by Siman Tov brothers in 1981, Lili Diamonds with a strong base of innovative boldness gradually elevated their position in the diamond industry. It is now synonymous to ‘designer diamonds’. Perpetually on a scout for novel ways in diamond cutting, they spread their wings by adding various other cuts such as Meteor Cut®, the Crisscut® family, Lily Cut® and Orchidea Cut® in their already flourishing kitty, which produced the only square edge diamonds, such as Princess, Radiant, Emerald, etc. The company’s head office is located in Israel, and its affiliates are based in New York and Hong Kong. Lili Diamonds owns a polishing workshop in Israel, employing over 100 unsurpassed craftsmen.

“Since 1996 – we understood that in order to differ and succeed – we must find our own niche in which we will be the leaders of the industry. That’s when Lili Diamonds started to create unique designs. Initially, most of our ideas weren’t fruitful because it’s almost impossible to create a unique design that will also be beautiful and different, cost effective, and branded. Now our designs, that is, Lily Cut®, Orchidea Cut®, Crisscut®, Crisscut® Cushion and Meteor® are successful, because we have the ability to achieve all the requirements to manufacture them and brand them in a very efficient way. Today, with Lili Jewelry, which is our leading brand – the Lily Cut® and Orchidea Cut® are being sold only mounted in jewelry and not in loose diamond,” says Nadav Attar, Marketing Manager, Lili Diamonds. He also adds, “But without a doubt Lily Cut® and Orchidea Cut® under Lili Jewelry are our hottest-selling products.”

With a gamut of path-breaking diamond cuts, precision and quality Lili Diamonds has been a global favourite. For leading fashion houses such as Louis Vuitton to forerunning jewellery designers they are an angel in disguise. They innovate and create various types of shapes and cuts, tailor-made to their patron’s desires. “We continuously re-brand ourselves to stay one step ahead our competitors.

Today, Lili Diamonds is one of the leading brands because we are highly famous as ‘diamond designers’ – we have the capability to merge our unique products in every company we work with. Many leading fashion houses approach us to create a unique design, because they know that if there’s a company that can do it – it is Lili Diamonds,” proudly exclaims Nadav.

Lili Diamonds provides their patrons with traditionally cut and patent cut single diamonds, matching pairs and perfect layouts, perfectly designed to be inlaid into rings, necklaces and bracelets. As a brand, Lili hugely contributes to the diamond industry of the world. Be it, the innovative diamond cuts and also the exquisite jewellery by Lili Jewelry. The dynamic enterprise is always striving to push the edge of the industry perpetually. Owing to the highly driven creative team and efficient administration, Lili Diamonds and Lili Jewelry have carved a niche for itself. This made the world take notice and put them in the high pedestal of the industry. They were included in the Top 10 diamonds brands of the world in 2011.

To create and invent a new diamond cut that is different from other diamonds is a mean feat but Lili Diamonds manages this with great flair. In order to create such innovative products, what could inspire better than Mother Nature. “Our main inspiration is nature. Our cuts are highly inspired by the bloom and delicate nature of the flowers, the fluidity and movement of the sea and infinity and brilliance of the space,” he adds.

When quizzed about the foray of Lili Diamonds into diamond designing and widening their repertoire that consisted only of straight-edged diamonds, Nadav shares, “The first unique design was the Crisscut® which faced many difficulties like any new-born would. Credit for all the unique designs goes to the Siman Tov brothers.” The Siman Tov brothers spearheaded this ambitious enterprise and made it reach its goal with steady growth and reinvention. Family-run diamond business is not a new concept in India but even in Israel it is the family ties and deep involvement which helped Lili Diamonds reach its desired pedestal. “The Siman Tov brothers founded the company and still lead it. One brother is in charge of the rough, one of the Far East and one of America. The second generation has also entered the business and have started to face the challenges while honing their skills,” Nadav shares.

India known for its love for jewellery is highly inclined towards diamonds. We asked Nadav, if there are any difficulties they face in the Indian market and pat came the reply, “We started to work in the Indian market a long time ago so most of the difficulties were solved, but today the biggest competition is the manufacturing process – because Lili Diamonds manufactures its diamonds only in Israel, it is very difficult to challenge the labour costs of the Indian market. But we have solutions for this too, which we cannot divulge.”

Diamond industry is facing a downward trend and in spite of several efforts, the market remains gloomy. But what is the market leader, Lili Diamonds forecast? “We expect the rough to continue to rise due to lack of resources and we also expect the demand to grow. We believe in this as India and China are home to richer people and their rural growth stories and increasing purchasing power are getting stronger.”

With ‘more the merrier’ approach for the market presence and with a goal to make their unique diamonds a name to reckon with, all around the globe, Lili Diamonds is sure to create history in terms of innovation and reinvention while creating waves in the world’s diamond industry.