• 1969

    Driven to create an entirely new type of diamond polishing company, devoted to serving its customers, its people and the beauty of each stone placed in its trust, brothers Sevantilal and Ramniklal Shah founded Venus Jewel in 1969.

    Between them, they saw an opportunity to take the Indian diamond trade to new heights of quality and craftsmanship. In the years that followed, Venus Jewel became an industry innovator, internationally renowned for setting new standards in ethical business practices, diamond cutting, polish quality, pricing and employee care. Today, Venus Jewel is respected around the world as a visionary leader in a timeless industry that draws on the past as it looks to the future.

  • 1970-1980

    The path to innovation began in the 1970s, when Venus Jewel not only elevated pay standards in the Indian diamond industry, but also began rewarding the dedication and drive of its most skilled workers with performance-based compensation. Over the ensuing decade, Venus Jewel introduced wide-ranging measures to ensure the welfare of its employees, leading to historically low attrition rates and unmatched commitment from its people.

  • 1980-1990

    In the 1980s, Venus Jewel started its own manufacturing unit, complying with all statutory regulations, providing great employee benefits, with the aim to exceed all technical norms utilized at the time in India.

    In the late 80s, Venus Jewel was the first in India to cut and polish diamonds of two carats and above, blazing a trail for others to follow and positioning the country as the world's leading source for larger stones.

    In the same decade, a new generation of the Shah family Anil, Rajesh and Hitesh joined Venus Jewel, adding fresh perspectives to a growing company.

  • 1990-2000

    This new generation made their mark in the 1990s by creating the first business-to-business website for selling large diamond solitaires. The site eliminated the need to create sales offices around the world and helped Venus Jewel focus on investing in its people and their communities close to home. Today, this pioneering e-commerce engine, which offers customers a combination of detailed product information, auction sales and rational stock pricing, powers more than half of Venus Jewel's sales and exemplifies the trust our customers place in us.

    Throughout the 1990s, Venus Jewel continued to set industry trends with four key changes to the company's strategy:

    • Venus Jewel renounced a global fad for large, low quality gems to focus on diamonds that met its high standards for cut, polish, color and symmetry.
    • Venus Jewel introduced the Venus Grading System (VGS), which measures each diamond across twenty grading parameters, and 400 sub-grades, including details on any inclusions, to produce an all-encompassing report on each stone. This helps Venus Jewel's online customers purchase with trust and confidence, as if they could examine the stone in person.
    • Venus Jewel in 1997 pioneered online diamond sales to businesses across the world and chose to sell diamonds individually; at prices driven by their VGS grading, as opposed to the standard practice of negotiating over packets of stones. The comprehensive detail offered by the VGS made Venus Jewel's pricing both rational and transparent. In addition, selling diamonds individually made it easier to trace the origin of the rough behind every diamond.
    • Venus Jewel would no longer extend the long-term credits that are common in the industry and began ensuring the sustainability of its customers by selling diamonds in cash or for very short terms.

    Having established a high quality growth platform, Venus Jewel transitioned to a larger premise in 1994. With the road ahead encouraging and promising, it laid stone on a 6-acres plot for a proposed factory to be future-ready. This factory later set a benchmark and transformed the standards of the Indian diamond polishing industry.

  • 2000-2010

    Although initially viewed with skepticism, all four strategies of the last decade led to tremendous growth in the 2000s, enabling Venus Jewel to dominate the nascent online market for large diamonds and ensure its financial stability during markets lean and strong.

    During this decade, Venus Jewel tested and adapted new technologies while continuously redesigning the manufacturing processes, allowing for a "new normal" in product and service standards to be one of continuous improvement and enhancement of technology process and services.

    The key to the success of all of these strategies is the trust Venus Jewel has continued to build with its customers, a trust built on the company's demonstrated integrity in its business dealings, transparency in its detailed descriptions of its diamonds and fairness in its pricing. Consider a jeweler creating a necklace. By sharing the exact size and extent of every inclusion in each of its diamonds, Venus Jewel helps that jeweler select the gems that best suit the design. Through these efforts and many others, large and small, Venus Jewel continues to build on a legacy of trust, resulting in a loyal customer base that embraces the wide-ranging innovations initiated by the Shah family.

    In 2002 Venus Jewel completed the state-of-the-art manufacturing facility in Surat, providing a world-class work environment for its artisans, enabling scalability and allowing for innovation to remain an essential pillar of our business supporting our clients and their customers.

    In 2006, Venus Jewel became the first manufacturer to publish a detailed report for every diamond they polished. The all-encompassing Venus Grading Report (VGR) includes the detailed results of a diamond's evaluation via the Venus Grading System, along with a complete mapping of the diamond's inclusions that is far more realistic and refined than conventional symbolic representations.

    Reports like these are typically provided by third-party institutions that have gained the trust of the industry, such as GIA, HRD and IGI, but ours is the first report by a polished diamond manufacturer to be accepted as an unbiased standard for some of the industry's leading websites for diamond sales. We were also the first manufacturer whose standards were accepted in the search engines for these sites, which have more than a million diamonds up for sale at any one time.

    In 2008, as the global recession led many in the diamond industry to halt production and furlough their workers, Venus Jewel retained all its employees at full pay. While others cut back, Venus Jewel devoted itself to cross-training workers and strengthening the quality and precision of its rough diamond planning and polishing processes. As the economy recovered, Venus Jewel was once again poised to supply a market eager to enjoy. This skillful dexterity caught the attention of the nation's premier management institution (IIM), who conducted an in-depth research into the management techniques which distinguishably stood the test of time to emerge more successful and strong. The IIM published their study in the Jul-Sep 2009 issue of their journal, 'Vikalpa'.

  • 2010-Present Day

    Post the recession, with the lack of stability in the global markets, Venus Jewel cautiously moves forward while at the same time focusing and applying itself to further refining its own internal systems and processes to come up with yet better ways of supporting its customers and at the same time streamlining its efficiencies.

    Technological advancements in the diamond polishing process are not just about the latest tools available; the expertise comes from the artisans who use it effectively, every day. Venus Jewel's philosophy is to empower its employees to enhance on all the technological advancements the company has brought into the polishing process. It has been in this decade that Venus Jewel looked to the customers for guidance on how to better service their needs. This brought about the launch of the new website and new VGS and VGR additions and the launch of the Rough to Polish history of every +1 carat diamond polished with details of the mine of origin, a picture of the rough, how it was planned and the polished stone that was born from the rough diamond.

    Even though the diamond industry is classified as a non-polluting industry in India, true to their innovative spirit, and keeping a very conscious lookout on its environmental footprint, the company has recently very ingeniously converted its parking lot shade covers with solar panels. Dually advantageous by protecting the employees' cars from direct sunlight, this generates roughly about 20% of the company's operational power requirement!

    By 2014, Venus Jewel became one of the very few companies in the world, with direct long term contract supply of rough diamonds from all the major mining companies.

    The passion and commitment for new ideas, technology and efficiencies has powered Venus Jewel's success through the last five decades and continues to be the guiding pillars behind the success of the company. Venus Jewel's approach to sustainability of business combines long-term economic value creation with a holistic approach to social responsibility and corporate governance.

    Having the best Artisans with the latest technologies and effective processes have allowed Venus Jewel to focus on larger and more high value diamonds (+15 carats polished), providing our partners with an even larger spectrum of diamonds to purchase from us through our website or in our office in Mumbai.

    Today, under the ongoing leadership of Sevantilal Shah, Venus Jewel continues to grow and seek out new ways to offer the world's finest round and fancy diamonds, as well as the world's finest diamond buying experience.