The family connection to the gem and jewelry industry started after arriving in Israel from Afghanistan. Effie, the oldest brother, took his experience and skill in the area of diamonds and moved to the U.S. in 1984. Moshe and Yehuda immigrated to the U.S. and the brothers opened a business trading and selling diamonds, rubies and sapphires under the name Variety Gem. The jewelry business began when a customer owing money decided to barter molds of jewelry instead of paying the bill. By 1986 Variety placed its first advertisement in the trade press for a diamond ring with onyx. By learning the jewelry market, retail operations and manufacturing, Variety Gem created a comprehensive line of jewelry. The brothers were able to build popular styles and add SKUs to their inventory. Currently there are more than 2000 pieces in the Variety Gem collection. Sticking to their stringent quality assurance standards, Variety continues to make all jewelry in the USA! Recently Variety shifted its focus and launched the Bézame Bridal brand, a line of custom designed wedding rings and bands. Value priced, the brand is accompanied by a full marketing, co-op, and sales training package unique to 14 karat bridal jewelry.
