The title of the iconic Dame Shirley Bassey song is apt when thinking about the gemstones that are often the symbol of married life. Whether forever refers to the time it takes for a diamond to emerge from the earth or forever wants to be the period love is to endure, diamonds are a feat and symbol of longevity. But, for jeweler Altaf Amlani of Blue Diamond Jeweler, forever is about transformation.  

For Altaf, the journey of transforming a raw diamond into a precious symbol, is much like that of a human being coming into his own; of a couple finding their way to each other. It endures the pressure of change to evolve. It reveals itself as it is cut, chiseled, and polished. It shows itself to be entirely unique.

Because the culture of Blue Diamond is one of kindness, generosity, and love, theirs is not a typical exclusive and aloof jewelry store experience, but rather one that is inclusive and connected. The staff at Blue Diamond strives to translate the uniqueness of a relationship into the beauty of a ring, which often results in a new friendship between couples and the team.

Altaf hopes to awaken couples to the wonder of nature as a means for appreciating their relationship, which is why the Blue Diamond process is unlike any other. Blue Diamond looks to nature as instructive of how beautiful things come to fruition. For them, the perfect ring that a couple is looking to create will simply emerge as a result of the loving energy in which the conversation between the couple and the designer occurs, much like a beautiful flower simply emerges by placing the seed in good soil. It is organic and completely unforced, and it has its own timing to go from intention to final bloom. As a seed is in nature, where it has a very clear idea of its destiny, so the intention to create the perfect ring will similarly achieve its destiny in the space that the Blue Diamond process nurtures.

Blue Diamond’s designers have a sense that the ring that is perfect for a couple already resides within them, much like a seed has a clear blueprint of what it is to become. All the seed needs is the perfect environmental factors, much like your custom ring just needs the right designer and space to unfold and reveal itself.

Blue Diamond is about being; being present, available, and attentive. And it is about doing; transforming metal and stones and sensations and feelings into symbols. After nearly 50-years, Blue Diamond understands that forever is a responsibility and promise, one they keep with each of their clients. Because when we say diamonds are forever, we are really saying love is forever.