I grew up in Antwerp, Belgium, the diamond capital of the world. My Bompa, my grandfather, entered the diamond trade in 1946 and opened his own business in 1957. My Papa became a jeweler too. As a boy, I’d watch them work for hours. I loved seeing a rough stone become something beautiful, and the joy it brought to the people who wore it.

When I joined the family business, I became the third generation of jewelers in my family. It didn’t take long to notice a problem. By the time our jewelry reached our customers, it had passed through so many hands that the price had often tripled. Many people who loved our pieces simply couldn’t afford them. I knew there had to be a better way, so I decided to sell directly to our customers and cut out the middlemen.

In 1970, I came to New York and founded Flawless Jewels NY.

I still handpick every natural diamond myself, and every piece is handcrafted in 18-karat gold. You can choose something from our collections or work with our jewelers to design a piece that’s all your own. Either way, you’ll get the same care and attention my family has put into our work for three generations.

Every design starts with a sketch, handpicked diamonds and hours of finishing at the bench. Explore our diamond earrings, diamond rings, and bridal collection. I think you'll see the difference.

— Effy Fried, Founder