Shirael Platinum Diamonds was founded 22 years ago, in 2002, by Herzl Cohen. Today, he continues to lead the company, which primarily serves wholesalers and jewelers, and has offices in the Israel Diamond Exchange and on 47th Street in New York. We visited the company’s offices for a brief conversation.
What is your area of expertise?
In the past, we specialized in treated stones, and today our expertise is in unique fancy shapes. There is not much competition in this field because not many businesses do it. Here you can find diamonds in the shape of a horse, lips, duck, teddy bear, knife, gun, and more.
Are you active online?
We don’t have a website yet, but we have active Instagram and Facebook pages. Our Facebook page also serves as a sales platform.
What is your forecast for the future of the diamond industry?
Before I came to the Israel Diamond Exchange 30 years ago, everyone said the industry was weak, but those who really left were the brokers. The traders are here to stay. We have a problem with lab-grown diamonds, and if this continues, it could cause us trouble. But I’m optimistic.
What is the diamond you are most proud of?
Recently, I sold a diamond in the shape of a mezuzah.
What is the most expensive diamond you’ve sold?
During the pandemic, I sold a diamond for $280,000.
Do you remember a special deal?
During the pandemic, I sold a heart-shaped stone to someone from China. After the sale, he asked on WhatsApp how things were in Israel and how my family was doing, even though he wasn’t a regular customer. People from Dubai also call now and ask how we are doing. It’s touching.
What was the biggest mistake you made?
I threw stones in the trash and couldn’t find them even when I went to the recycling center. So, to this day, I place the bag in a specific way—I learned my lesson.
Do you remember an unusual request from a customer?
We have a client who asked for a stone in the shape of her dog, a poodle. She made it into a piece of jewelry.
Do you have advice for someone entering the field?
Don’t give up, even if the situation looks tough. You need a special character in the diamond industry; it’s not easy.
A mentor in the industry who taught you something?
My father was my mentor. He was an honorary member of the Israel Diamond Exchange but is no longer in the field.
What do you love most about the diamond industry?
The thrill of buying and selling, meeting people from all over the world. I know someone almost everywhere on the globe. If I need something through friends, I can manage anywhere, even if it’s travel recommendations or just a question.
What would you be if not a diamond dealer?
Only a diamond dealer. Since kindergarten, my father used to bring me to the Israel Diamond Exchange and raised me to be a diamond dealer. As a child, I was fascinated when I came here and saw the towers, which were considered something new, luxurious, and grand. People came here very elegantly—it was very impressive.
