Who are you, Yoel Deil?
I grew up in Italy and immigrated to Israel in 2001 due to my love for Israel and my commitment to Zionism. I come from a family with a long-standing tradition in the jewelry, gold, and art industry. Today, I run the business together with my wife, who is my partner. We are accustomed to working and developing together.
How did it all begin?
When I immigrated to Israel, my goal was to establish myself in the diamond industry. However, the first year in business was challenging, so I decided to initially work for a large company to gain extensive knowledge and experience in the field.
When did you start your own company?
I officially founded Yoel Deil Diamonds in 2006. Over time, I traveled frequently to the USA and began visiting Hong Kong. It was during this period that I recognized the business potential in Asia and transitioned from dealing with white diamonds to specializing in fancy color diamonds. Presently, our focus lies on the Asian market.
Why Asia?
I firmly believe in the enormous business potential of this market. Additionally, I developed a fondness for the Asian mentality and feel at home there. At this stage of my career, I allow myself the luxury of choosing where I wish to work.
How did you penetrate the Asian market?
My wife, who works with me, assists in designing jewelry, particularly unique pieces adorned with fancy diamonds. Our designs cater specifically to the Asian market, featuring distinct elements such as floral motifs, modest sizes, fewer solitaires, and an absence of pink diamonds. It’s a very particular style.
Did the coronavirus impact your business?
Certainly, it posed a significant challenge. Just prior to the outbreak of the pandemic, we had plans to expand and open branches worldwide, but the coronavirus forced us to postpone those plans.
Since 2010, we have regularly participated in exhibitions, using them as a platform for learning. However, the pandemic put a halt to that as well. Nevertheless, now that exhibitions are back, we are excited to resume our participation.
The pandemic also provided us with an opportunity to reassess our systems and start afresh. We gained a better understanding of what works with our customers and what doesn’t. We learned the importance of investing in each piece of jewelry and building trust with our customers. It was crucial to rebuild confidence together.
Do you also sell online?
While we used to sell online, we found it somewhat monotonous. Nonetheless, we acknowledge the importance of strengthening our digital marketing efforts. However, with fancy diamonds, it’s a bit different. Color plays a vital role, and it’s challenging to convey that accurately through pictures. Therefore, I always prefer that clients see the gems in person.
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