Atlanta Diamond Design shines in Forsyth

Anniversary celebrated at new location



CUMMING, Ga. – Atlanta Diamond Design is celebrating its first year as a business in Forsyth County this month.

Last year, on Nov. 11, 2011, Izzy Israeli decided to expand his business and open a second location off Peachtree Parkway.

“I realized this was a great place for me to expand,” Israeli said of his decision to move into the Avenue Forsyth shopping center.

Israeli was given the opportunity to open his new shop after working as a consultant with another jeweler who used to occupy the same space. He felt there was no other jeweler in the area that could provide the same level of service to the local community. In addition, Israeli also felt the timing was right in his personal life to take on more demands at work.

“I was at the right age group when all my kids left home and I was able to devote more of my time to business and less to family,” he said.

Israeli got his start as a jeweler by working as an apprentice in his native Israel. He took the next step by opening his first business in a retail store, but then decided to move to the United States to escape an unstable economy in 1980.

Ten years later, Israeli opened his own store in Duluth, and ultimately moved it to Alpharetta in 1999.

“Our success story is that we’re not a company that sells from the shelf only,” he said. Atlanta Diamond Design offers an additional service that allows customers to bring in their own stones and build custom settings around them. Clients can also choose from Israeli’s collection of ready-made settings.

Israeli related his services to that of a tailor who can take an old piece of clothing and re-design it to make a brand new outfit.

Though this reduces the amount of money the store can make from the sale of stones, Israeli believes there is a long-term advantage to providing this service.

“We’re making less than the megastores, but we’re taking care of people with needs and when the economy gets better, I will benefit more,” he said.

Though Israeli has no plans to expand his business any further, he said he is proud of the growth he has seen over the past year.

“It takes time to be recognized in the community. One year is not enough impact, but we already see the benefits,” he said.

Israeli said most of the store’s customers come from referrals and walk-ins, but he feels that the store’s presence in the community makes a significant difference for him.

Atlanta Diamond Design has contributed to local school programs, blood drives, holiday toy drives, Susan G. Komen and even the Wounded Warrior Project.

“This is a family-owned business. We are personal, we are honorable and we are in direct contact with the customer,” he said.

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