Imagine telling a romantic story that can be passed down through generations. Wedding jewelry expert Kwiat is leveraging its century-long diamond expertise and cutting-edge technology to craft two diamonds from the same rough stone for recently engaged couples, making for a dreamlike engagement experience.
Kwiat created these custom engagement rings for clients Rachel Zakhary and Rebecca Slater, who proposed to each other in April. Both diamonds, cut from the same rough stone, are nearly identical in size: a 2.52-carat Kwiat cushion-cut diamond and a 2.51-carat Kwiat brilliant-cut diamond.
This is also a story of strategic marketing. Kwiat’s Mine to Shine program targets clients like Zakhary and Slater, who want to know the full origin of their natural diamonds and follow the creation process of their rings from start to finish, says Russell Kwiat, the company’s Chief Operating Officer. Since its launch in mid-2023, this unique engagement service has become a hit.
“Technology allows us to offer such customized work,” says Kwiat, a fourth-generation jeweler who has been involved in the family business since 2002. “Each person chose the shape that spoke to them the most, and we were able to create personalized, special diamonds.”
With summer being wedding season, wrapping up June with a touch of romance seems fitting—especially as Kwiat markets its engagement rings in a way that highlights the rarity and personal story behind each diamond.
Here’s how the process works: Slater and Zakhary visited Kwiat’s flagship store in New York to find their dream engagement rings. Through Mine to Shine, they could select a rough diamond and trace its origin back to a mine in Angola.
Slater recalls, “After choosing the cuts we wanted, Kwiat contacted us saying they had found a rough stone that could be cut into two diamonds. Usually, when you buy a ring, they call you when it’s ready. But this call, saying they had found a single stone for our two diamonds, made the experience even more unique and meaningful.”
Once the diamonds were set in platinum, the couple received their rings in a commemorative Mine to Shine jewelry box, along with a certificate of authenticity, a Kwiat Tiara Diamonds gem report, and a QR code that provided a video showing the complete journey of their diamonds.
The transparency in Kwiat's process extends to its philanthropic partnership with charity: water. For every ring sold, Kwiat makes a donation to the organization, which helps bring clean drinking water to underserved communities worldwide.
Kwiat says that Mine to Shine is a tribute to the company’s legacy—founded by Sam Kwiat in New York City in 1907—and to the family’s journey in refining the art of diamond cutting. This bespoke service is available at Kwiat’s Madison Avenue store, the Wynn in Las Vegas, and through Kwiat’s retail partners across the United States.
Kwiat believes Mine to Shine resonates because it democratizes the process, allowing customers to request a diamond from a rough stone of their choice, regardless of their budget. Kwiat has worked with clients seeking everything from half-carat diamonds to larger stones, guiding them through every step.
“We have a history of over 100 years, but every generation strives to improve both the business and diamond quality. We are committed to constant innovation,” Kwiat says.
This article is provided by AIDI International Smart Diamond Association: www.aidi.org.