Earlier this year, Soha Diamond Co. came to the Business and Entrepreneurship Clinic (B&E) for advice about marketing and scaling their business. They are currently looking to serve even more customers, while maintaining the same level of individualized care and expertise that their business is founded on. The B&E clinic will continue to be a supportive partner in this venture as Soha Diamond Co. continues to grow in and around the Madison, WI area. The B&E Clinic is excited for you to learn more about Soha Diamond Co.
In 2017, high school sweethearts from Eau Claire, WI Soha and Aubree Javaherian opened a diamond jewelry store called Soha Diamond Co. (SDC) in Madison, WI. Today, their non-judgmental, pressure-free showroom sits on Madison’s Capitol Square inside the U.S. Bank Plaza.
Soha is a first-generation Iranian-American and is continuing his family’s legacy as a 10th generation jeweler. He is also a University of Wisconsin-Madison alumni and a Graduate Gemologist (G.G.) from the Gemological Institute of America (GIA) in Carlsbad, CA. Even their last name, Javaherian literally translates to “Family of Jewelers.” When Soha was 12 years old, he spent a formative summer in Tehran, Iran shadowing his grandfather and uncle’s business. Through this experience, he realized he wanted to mesh his family’s jewelry industry background, combined with a taste of intimate Persian culture, to continue the family business and connect clients with a personalized one-on-one jewelry design experience.
Aubree brings her entrepreneurial spirit, business experience, and acumen to the design expertise side of Soha Diamond Co. She attended the University of Wisconsin-Stout and is also certified as an Accredited Jewelry Professional (AJP) from the Gemological Institute of America (GIA), which allows her to utilize her vast knowledge of gemstones and metals to help couples design signature heirlooms that are unique and personalized to each couple’s love story.
Even their business name “Soha Diamond Co.” has a deeper meaning unknown by most. “Soha” is the fainter companion of a rare double star that appears as one in the handle of the Big Dipper. They say that this star is symbolic of your relationship’s bond and unique journey through the universe together, as one.
Soha’s Diamond Co. is rooted in history, but their process is anything but traditional. They aim to provide a highly personalized, consultative approach to the engagement ring shipping experience through their one-on-one expert guidance for modern couples. Soha recognizes that historically, engagement ring shopping has been complicated, overwhelming, and shrouded with misconceptions. Today, their diamond showroom provides an intimate yet relaxed setting for couples to share their personal stories and create beautiful custom jewelry pieces.
Redefining what it means to be your jeweler: In addition to the highly personalized design experience that reimagines how modern couples shop for diamonds, Soha Diamond Co. only sells sustainable and ethically sourced origin guaranteed diamonds from either Canada or laboratory grown diamonds. Even their precious metals are 100% recycled. In every practical sense, lab-grown diamonds are identical to those sourced from mines. They exhibit the same chemical, physical, and optical properties of mined diamonds, however unlike their mined counterparts, the lab-grown diamonds sold by Soha Diamond Co. are unequivocally blood and conflict-free. In real terms, this means customers receive the same quality as mined diamonds, but at a lesser price while having the benefits of knowing their diamonds are sourced safely and sustainably.
The Future of Jewelry is Green
According to one global market research firm, the future of jewelry is green. Consumers increasingly desire to make purchasing decisions that protect the environment or improve living conditions. This same report found that more than half of consumers prefer to buy sustainably sourced jewelry. Lab-grown diamonds have considerable appeal to socially and environmentally conscious consumers. Soha Diamond Co. is poised to capitalize on recent trends moving towards a greener and more sustainable future. Additionally, Soha and Aubree’s modern approach to the “traditional jewelry store” experience provides a “white-glove” personalized diamond shopping experience, reflecting their clients’ modern relationship dynamics. Modern couples are more likely to share mutual decisions and share the involvement in their search for an engagement ring and/or wedding band purchase. Thus, Soha facilitates these personalized experiences and is open and affirming to all couples creating a safe space to enter their design process.
Since 2017, Soha Diamond Co. has seen incremental growth thanks to the support of their clients. They have built long-lasting relationships with their clients, and value being part of each couple’s unique and authentic love story. In their effort to reach even more clients, they have recently launched a newly shot commercial, giving prospective clients in Madison and nationwide a preview of their new showroom and what to expect throughout their series of fun and upbeat visits to their design studio.
Here is how to know if Soha Diamond Co. is your kind of jeweler:
• You are intimidated by the reputation of traditional jewelers. Your experience is equally as important as the end result.
• You want something more personal than a style pulled right from the case. You also view your purchases as “ours” and not “mine.”
• You are looking for jewelry made in the most ethical way possible. You want to prioritize your relationship without compromising your values.
• You are clueless as to where to start and are looking for a trustworthy guide in the process.
The video highlights steps in the engagement ring shopping experience, their new space, and some familiar sights of Madison and their new centralized location on the Capitol Square.
The Business and Entrepreneurship Clinic, in collaboration with the Law and Entrepreneurship Clinic (L&E), the Wisconsin Institutes of Discovery, and WARF, provides free business advice and services for Wisconsin-based entrepreneurs and small businesses. The B&E Clinic hires MBA students, graduate students and junior and senior level undergraduate students to help provide services in the following areas: overall business strategies, founders issues, financial analysis and model evaluation, target market evaluations, market sizing, pricing, sales and marketing, competitive analysis, operations analysis and other areas that are commonly associated with small businesses experiencing growth issues.
If you own a Wisconsin-based business looking for free help, please fill out an application survey located here.