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 with new offices in New York and Chicago.
Asteria was founded by Bashari Diamonds (Israel) Ltd., a wholesale diamond manufacturing business founded in 1973.
 |
| 2.29-carat fancy light greenish blue radiant shaped diamond on a diamond ring |
As technology 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, colored gemstones and diamond jewelry. The company says it offers its entire inventory directly to consumers at wholesale prices. Even though it is an online retailer, the company says it can provide personalized service throughout the world.
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 $400 to more than $150,000. The brand also offers statement diamonds not listed on the website.
 |
| 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.
Please join me on the Jewelry News Network Facebook Page, on Twitter @JewelryNewsNet, the Forbes website and on Instagram @JewelryNewsNetwork