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Selection Stones and Pearls

2 0 6 / B a s e l w o r l d S e l e c t i o n s t o n e s a n d P e a r l s At Prijems Inc., diamonds are not just a business, but a way of life. Founder and third-generation jeweller Jay Shah is proud of each of his diamonds, and treats them as though they were his children. Like children, diamonds are diverse, and like a proud parent, Prijems treats all its diamonds with respect and loving care. For the people at Prijems, “Diamonds are brimming with personality, waiting to mingle with a creative design, and ­awaiting a final home as a finished piece of jewellery,” a spokesperson explains. That attitude also expresses itself in a flair for innovation. “Prijems has always been on the cutting edge, always ­whimsical, always avant-garde.” The company stocks “everything,” but Jay Shah didn’t want to settle for sameness. Instead, he asked himself, “How can we stock diamonds but be different?” One story epitomises the answer. In 1999, he purchased a parcel of diamonds that the seller was glad to get rid of. They were off-colour, included stones in muted shades of gray, reds, oranges, and greens. The diamonds were “quirky and ­interesting,” and Jay Shah instantly fell in love with them. When he showed them to others who appreciated quirkiness, he launched a trend that’s still going strong: Rustic Diamonds, a term coined by Prijems. The company also specialises in rose-cut diamonds. With its crown of twenty-four triangular facets rising to form a point, a rose-cut diamond calls to mind the petals on a rosebud. Rose cuts marry the unyielding strength of diamond with a soft and subtle elegance, resulting in a delicately beautiful stone. At this year’s Baselworld, Prijems promises an “exquisite collection of large rose-cut diamond layouts, with special attention paid to top-grade qualities, and a fine ­collection of large Rustic Diamonds and diamond slices in a wide array of perfectly balanced hues.” Headquarters PRIJEMS INC., 550 SOUTH HILL STREET, SUITE #891, LOS ANGELES, CA 90013, USA eSTABlISHED 1985 SPECIALITIES ROSE-CUT DIAMONDS, FANCY COLOuRed DIAMONDS head JAY SHAH, CEO Contact sales@prijems.com, www.prijems.com Tel: +1 213 489 1234, Fax: +1 213 489 1235 DIA M ONDS B RI M M IN G WIT H P ERSONALIT Y Prijems Inc. · 3.1 / B25 Jay Shah, Founder and CEO of Prijems

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