The ‘Friendly’ Evolution

Spreading The Sparkle Online

In 2018 we hit the ground running by offering a hand-picked selection of exquisite fine jewelry on popular online marketplaces such as Amazon, eBay, Walmart, and more. This step allowed us to reach a broader audience across the USA and Canada.

This was a milestone moment for us as we got to learn the ropes of online sales and build a foundation for our future growth.

Our goal at Friendly Diamonds is to make diamonds as accessible and ethical as possible

Personalization, Customization, And A Website…

While marketplaces provided us with invaluable exposure, they also revealed a lack of personalization. The global pandemic presented its own share of challenges, but we persevered and launched our own website by the end of the year.

Our cursive ‘Friendly Diamonds’  logo was crafted to convey the approachability, ease, and effortless charm that defined our brand. We decided on red as it is the color of love and represents our passion for helping you express love through diamonds.

We also launched our ‘Create Your Own Engagement Ring’  feature. The concept was a rarity in the world of diamonds, where crafting the ring of your dreams was made delightfully effortless online.

Friendly Diamonds is determined to become your first and final destination for extraordinary engagement rings.

The Friendly Family Blossomed

Our journey, marked by determination and passion, led us to a pivotal moment: the blossoming of the Friendly Family. With every engagement ring crafted, we were not just creating a piece of ornament; we were becoming an integral part of people's lives and love stories.

And as these moments unfolded, our family grew—from a mere idea to a vibrant community of 5000+ happy couples, and counting.

The journey of Friendly Diamonds is a testament to the power of connection, the beauty of love, and the trust our customers placed in us.

New Year, New Us

2022 was the year of growth at Friendly Diamonds. We were determined to be Earth-kind in every possible way. We wanted our online presence to reflect our vision, and decided to undergo a complete metamorphosis; we rebranded our logo and website to mirror our evolution- sleek, bold & green. This refresh was more than a makeover; it was a celebration of who we were becoming.

Our new logo featuring a bird with spread wings reminds us of the interconnectedness of all life- a recognition that our actions have a ripple effect on the world around us. We aimed to approach every decision with immense care, honoring the sanctity of all living beings and their ecosystems

The color green spoke best of our mindful choices, of nurturing our planet and of embracing the cyclical nature of life. In choosing green, we sought to embody Earth-centric principles in every aspect of our brand.

From Vision To Action: Our Stepping Stone For CSR

Launching Friendly Diamonds anew was major for us, but we knew we had to use our platform for more. We were passionately driven by a deep-rooted belief in the power of giving back to our community & planet.

In collaboration with Abundant Life Ministry, an NGO we helped uplift orphans in India by providing for their accommodation, nutrition and education. Through educational sponsorships, we strive to provide opportunities for learning and growth, paving the way for their brighter future. Discover Our Impact On Young Lives.

As part of our initiative to minimize our carbon footprint and create a friendlier tomorrow, we even collaborated with Evertreen- an NGO dedicated to reforestation. Together we sow the seeds of new trees in the different regions of Africa for every purchase made on our website.

Our Desi Detour

Our mission to make diamonds accessible transcended borders, leading us to explore the engagement ring market in India.

Why India? Because we observed a cultural landscape where proposals and love stories often didn't receive the spotlight they deserved. Recognizing this unmet need, we envisioned a future where the rich tapestry of Indian traditions seamlessly merged with the grandeur of Western customs, culminating in unforgettable moments of love and commitment.

This catalyzed the start of our Desi Detour in early 2024 as we launched our Indian website.

Our aim is to ignite a cultural shift in India—one where proposals became cherished milestones, celebrated with the same fervor and joy as the Great Indian Weddings themselves.

As of Now..

As our journey continues, we remain committed to our vision of creating a friendlier tomorrow. We are always on the lookout for new opportunities to serve our community and environment better by making a positive impact while becoming completely carbon-neutral.

Our story is far from over; it's a journey of endless possibilities and boundless potential. With every step we take, we strive to spread joy, sparkles, and kindness, making the world a brighter place one diamond at a time.

Join us in our journey towards a more compassionate, sustainable, and equitable world.

The best is yet to come…