Podcast Interview with Amish Shah – The ‘Elon Musk’ of the Diamond Industry

He was the founder of J'EVAR the first in the world to market Lab-grown diamonds and fine Jewelry in June 2006.


In the world of fine jewelry, there are those who follow traditional paths, and then there are visionaries who dare to challenge the status quo. Amish, the founder of J'EVAR, falls into the latter category. With a rich heritage in jewelry-making and a passion for technology, Amish embarked on a remarkable journey to revolutionize the diamond industry. In this blog post, we delve into the inspiring story behind J'EVAR and its innovative approach to sustainable and authentic jewelry. From the brand's humble beginnings to its global aspirations, discover the extraordinary world of J'EVAR.

About Amish Shah

Amish Shah, the founder of J'EVAR, comes from a family of jewelers with a legacy of creating jewels for the royals of India. With a deep interest in technology, Amish embarked on a journey that led to the founding of J'EVAR. As a pioneer in creating lab-grown diamonds, Amish is committed to sustainability, authenticity, and transparency in the jewelry industry. J'EVAR combines traditional craftsmanship with innovative manufacturing techniques to create exquisite pieces of jewelry.

In 2016, he incorporated ALTR Created Diamonds with a vision to bring change and bridge the future of diamonds. ALTR became one of the first vertically integrated diamond enterprise that provided end-to-end products. It created the purest form of Type IIa diamonds known to man.

Amish is a thought leader in the industry and has been covered by global publications like BBC, Fox News, Washington Post, Crains New York, Forbes, CNBC, etc.
To learn more about Amish Shah and the J'EVAR brand, visit their website.

A Legacy of Tradition and Technology

Amish hails from a family of esteemed jewelers renowned for creating exquisite pieces for the royals of India. However, at the age of 12, Amish's fascination with computers led to a newfound interest in technology. Despite limited access to computers during schooling, Amish's determination to learn persisted. Eventually, they received a scholarship to study in London, where their passion for technology merged with their deep-rooted understanding of the jewelry industry.

The Birth of J'EVAR

Amish's professional journey in the jewelry industry began in 1992. However, they found the industry stagnant and devoid of innovation. Seeking a fresh perspective, Amish ventured to America in 1996 but returned to India before making a triumphant comeback to the United States in 2000. It was during this time that Amish sought permission from their granddad to forge their own path. Subsequently, they secured a job at a Jewish jewelry company in New York, where they embraced their cultural heritage and laid the foundation for their future brand.

Pioneering Innovation

The path to success is seldom straightforward, and Amish's journey was no exception. Initially facing challenges, they were fired three times within 18 months at a company in New York. However, adversity only fueled their determination to succeed. With an entrepreneurial spirit, Amish eventually became the CEO by bringing new projects and innovative products to the company. Their groundbreaking achievements include introducing steel bracelets and lab-grown diamonds to America. In 2006, Amish's visionary mindset culminated in the creation of the world's first lab-grown diamond fine jewelry.

Redefining the Lab-Grown Diamond Market

Amidst skepticism and ridicule, Amish conceptualized the idea of lab-grown fine jewelry. In 2014, their persistence and dedication led to the breakthrough technology behind ALTR, a pioneering company in the lab-grown diamond market. Alter became instrumental in educating both salespeople and consumers worldwide about the potential of lab-grown diamonds. Their efforts paid off in 2016 when the company secured a retail footprint at a Berkshire Hathaway store, marking a significant milestone in the industry's evolution.

The Epitome of Authenticity and Transparency

J'EVAR, as a brand, encapsulates the essence of authenticity and transparency in the jewelry industry. Inspired by a desire for sustainable and ethical practices, Amish created J'EVAR with a vision to remove skepticism and hesitation from the minds of consumers. The name itself, derived from an ancient Indian term for jewelry that symbolizes both femininity and masculinity, reflects the brand's commitment to inclusivity. J'EVAR endeavors to provide consumers with complete transparency regarding the sourcing and production of their jewelry, fostering trust and confidence in their offerings.

"Today people don't realize consumers don't want to be sold they want to be educated. Education is power". 

- Amish Shah, J'EVAR Founder

The J'EVAR Way

J'EVAR's commitment to sustainability is at the heart of everything they do. In an industry known for its environmental impact and questionable sourcing practices, J'EVAR strives to set a new standard for sustainable luxury. They carefully select their materials, ensuring they come from ethical sources and adhere to the highest environmental standards.

One of J'EVAR's notable initiatives is their use of lab-grown diamonds. These diamonds are created in a controlled environment using advanced technology, making them a more sustainable and ethical alternative to mined diamonds. By embracing lab-grown diamonds, J'EVAR eliminates the environmental and social issues associated with traditional diamond mining, such as habitat destruction and unfair labor practices.

Transparency is another key pillar of J'EVAR's philosophy. They believe in providing customers with complete visibility into the journey of their jewelry, from the origin of the materials to the craftsmanship behind each piece. Through innovative technologies like blockchain, J'EVAR enables customers to trace the entire supply chain, ensuring that every step meets their high standards of sustainability and ethics.

Embracing Technology for Personalization

J'EVAR understands the importance of embracing technology to enhance the customer experience. They have integrated advanced technologies like 3D modeling and virtual reality into their design process, allowing customers to visualize and customize their jewelry with ease. Whether it's a unique engagement ring or a personalized pendant, J'EVAR combines traditional craftsmanship with cutting-edge technology to bring their customers' visions to life.

Additionally, J'EVAR leverages the power of artificial intelligence and machine learning to provide personalized recommendations and styling advice to their customers. By analyzing customer preferences and trends, they curate collections that resonate with individual tastes, ensuring a truly personalized shopping experience.

Global Reach and Future Aspirations

From its humble beginnings, J'EVAR has grown into a global brand with a strong presence in the jewelry industry. Their innovative approach and commitment to sustainability have garnered recognition and praise from customers and industry experts alike.

Looking ahead, J'EVAR has ambitious plans to expand their reach and make sustainable luxury accessible to a wider audience. They aim to open flagship stores in major cities around the world, providing customers with immersive experiences that celebrate the beauty of their jewelry and the values they stand for.

Furthermore, J'EVAR continues to push the boundaries of innovation. They invest in research and development to explore new materials, techniques, and technologies that will shape the future of the jewelry industry. By staying at the forefront of innovation, J'EVAR aims to inspire change and set new standards for sustainability and authenticity in the world of fine jewelry.

Key Takeaways

  1. Authenticity and Transparency: J'EVAR focuses on providing transparency about the sourcing and production of their jewelry, catering to the growing demand for ethical and sustainable practices in the industry.

  2. Lab-Grown Diamonds: Discover the process of growing diamonds in a lab, where a thin slice of an earth-mined diamond is used to create a rough diamond through crystallization. Lab-grown diamonds are eco-friendly and authentic alternatives to traditionally mined diamonds.

  3. Sustainable Fine Jewelry: J'EVAR uses recycled gold and lab-made diamonds grown using renewable solar energy to craft their jewelry. This approach offers a more sustainable and affordable option for consumers, without compromising on quality or beauty.


  1. What is J'EVAR? J'EVAR is a jewelry brand known for its authentic and sustainable fine jewelry. They combine traditional craftsmanship with innovative manufacturing techniques to create exquisite pieces.

  2. What sets J'EVAR apart from other jewelry brands? J'EVAR stands out for its commitment to authenticity, transparency, and sustainability. They provide detailed information about the sourcing and production of their jewelry, and their lab-grown diamonds are created using renewable solar energy.

  3. What are lab-grown diamonds? Lab-grown diamonds are diamonds that are created in a laboratory setting using advanced technology. They have the same physical and chemical properties as natural diamonds but are grown in a controlled environment.

  4. Why choose lab-grown diamonds? Lab-grown diamonds offer several advantages. They are eco-friendly, as they don't require mining, and they have a lower carbon footprint compared to mined diamonds. Additionally, lab-grown diamonds are often more affordable than natural diamonds.

  5. Are lab-grown diamonds as good as natural diamonds? Yes, lab-grown diamonds are just as good as natural diamonds. They have the same optical and physical properties and are indistinguishable to the naked eye. They are also graded and certified by reputable gemological laboratories.

  6. Does J'EVAR use recycled materials? Yes, J'EVAR is committed to sustainability and uses recycled gold in their jewelry. By using recycled materials, they reduce the environmental impact associated with mining.

  7. Where can I find J'EVAR jewelry? You can find J'EVAR jewelry on their official website at www.jevar.co. They offer a wide range of fine jewelry pieces, including engagement rings, earrings, necklaces, and bracelets.

  8. Does J'EVAR ship internationally? Yes, J'EVAR offers international shipping. They strive to make their jewelry accessible to customers worldwide.

  9. What is J'EVAR's return policy? J'EVAR has a flexible return policy. If you are not completely satisfied with your purchase, you can return it within a specified timeframe for a refund or exchange. It's recommended to review their specific return policy on their website for more details.

  10. Does J'EVAR offer customization options? Yes, J'EVAR offers customization options for some of their jewelry pieces. You can contact their customer support or visit their website to inquire about customizing a piece according to your preferences.


J'EVAR's journey from a family legacy to a trailblazing brand is a testament to the power of passion, innovation, and a commitment to making a positive impact. By revolutionizing the jewelry industry through sustainable practices, transparency, and personalized experiences, J'EVAR is rewriting the rules of luxury.

As we witness the transformative journey of J'EVAR, we are inspired to embrace innovation and seek sustainable alternatives in our own lives. Together, we can create a future where luxury and conscience go hand in hand, leaving a positive legacy for generations to come.


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