Why "The Diamond Oak"?

When I was a child, I used to visit my dad at his business. The walls of the office were black with diamond dust and the screech of the diamonds being cut on their wheels reverberated in my ears and bones. In Dad’s office there was always a diamond broker, some character out of a movie, gesticulating wildly with intentional upset one moment and laughing at a story or joke the next. This was the diamond trade of the 1970s - a trade built on trust and intrigue, where deals were made with a handshake and your reputation made or broke you. My father started in the diamond business in Israel in 1951, when he was given a choice between working in a diamond cutting factory or a sheet metal factory. He chose diamonds, and a family legacy was born. He went on to be one of the Founding Fathers of NY’s Diamond District on 47th Street. I entered the trade in 1988, after graduating college with degrees in finance and marketing, and joined the family business. By that point, I’d been exposed to almost every aspect of the business, including sitting at the diamond wheel for nine months learning how to cut diamonds - and inhaling as little diamond dust as possible.


My brother Eric was already working with my dad when I came onboard. Back then we were only selling to local diamond brokers. Together, Eric and I came up with a new way of reaching customers, and the business grew like never before. Not long after, Eric and I took over operations as Co-Presidents. In the following years, I dealt with over 10,000 jewelry store accounts, ensuring that each time they procured the perfect engagement diamond for their customers.


In 2009, after more then 20 years at my family’s company, I began branching out in new directions. My wife, and bespoke jewelry designer, Alexandra Mor started her own company. It grew rapidly and she began to win awards. I decided to leave the family business and work on this new company full-time as CEO, CFO, and Head of Sales. Alexandra and I worked together until Fall of 2017, when I decided that it was time for me to return to my beloved diamonds.


I started THE DIAMOND OAK to provide individual buyers with a pair of expert eyes as they navigate the complicated world of diamonds to find the perfect stone to celebrate their most meaningful occasions. I bring all my years of experience and a genuine desire for each of my customers to find the most brilliant stone for their loved one. It fills me with honor to be a part of one of the most significant and defining moments in a couple’s life. Since then , I've expanded into estate jewelry as well, focusing on iconic brands such as Tiffany , Cartier, Bulgari, and more.


Diamonds are ultimately about connection. Loved one to loved one, of course, but also buyer to seller. In my 30 years experience, I have some customers who’ve been coming to me for over 20 years. Seeing them return, or seeing their children buying their own diamonds, brings me as much joy as anything else. It’s one of the reasons why I chose THE DIAMOND OAK as a name. It symbolizes strength and connection in many cultures, represents my commitment to sustainable practices and supporting humanitarian causes, and “oak” is the literal translation of “Alon” from Hebrew.



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