Prijems was founded in Los Angeles by Jay and Priti Shah- built on three generations of family jewelry expertise and a conviction that character beats convention. Forty-one years, one family, and a search that's never really stopped.
Jay Shah came to the business as a third-generation jeweler, carrying forward a family trade that had already spanned two generations before him. Priti co-founded Prijems alongside him. From the start, the idea was simple: don't sell what everyone else sells. Find the gemstones with unique character, and the people who'd recognize it.
Their children grew up inside it- Harsheel and Ashita spent their childhoods at the gem trade shows, learning to read a stone across a table years before either was old enough to buy one. Both carried the fourth generation forward in their own direction. Ashita joined in 1998 and built the company's gold findings division, running it for a decade before founding Arunashi with her husband, where she works in high jewelry today.
In 2010, Harsheel took over Prijems, bringing the family's expertise into a new era and into the innovations that followed.
Jay and Priti Shah begin selling gemstone beads in Los Angeles and across the country at gem shows.
We introduced fine gemstone calibrated briolettes- something previously unavailable in the market.
We coin the term Rustic Diamond and begin selling rose cut diamonds in both white and rustic material.
Prijems opens its Mumbai office, establishing a direct sourcing presence in India.
The bead business is discontinued as Prijems shifts fully to diamonds, specializing in unique stones with character.
We open our own cutting factory in Surat, taking complete control of production with a focus on uncommon and exquisite makes.
Harsheel Shah took over the business and brought what the trade called Black Natts to the market as Salt & Pepper Diamonds.
We begin cutting Old Mine Cuts in white and champagne from rough sourced directly from the mines, and scale up production.
We pioneer and create the market for geometric rose cut shapes. It took off, establishing an entire new category of bridal.
Prijems launches online with the largest selection of rustic, Salt & Pepper, and Champagne Old Mine Cuts available anywhere in the world.
Forty-one years later, Prijems is still exactly what it was on day one: a family business, run by the family that started it. Founded by Jay and Priti, carried forward since 2010 by their son Harsheel- no board, just the same family standing behind every diamond that leaves the building.
A grading report tells you what a diamond is. It takes a passionate eye and forty years of doing this face to face to tell you what it's worth.
We tell you where a stone came from, not just what it grades.
We cut and source for individuality and excellence.
We travel to find stones. We don't wait for them to come to us.
Every diamond outlives us. We just get to be part of its story for a while.
Serving trade and retail clients across the country and internationally- sales, design, our showroom, samples, and shipping, handled directly.
Our India sales office coordinates our factory, buying, and sourcing relationships across our global network- the connective tissue between the production and USA sales office.
Surat is the historic heart of global diamond cutting- where Prijems rough is planned, cut, and polished by master craftsmen into our impeccable finished makes- all in our own dedicated facility.
Forty years of finding diamonds worth talking about.
The most interesting inventory you'll find anywhere.
