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Meet Elan Efune of The Diamond Guys in Scottsdale

Today we’d like to introduce you to Elan Efune.

Elan, let’s start with your story. We’d love to hear how you got started and how the journey has been so far.
I immigrated to the USA in 2003 with my family. I am a 3rd generation in the diamond and jewelry industry having worked in all levels of manufacturing, wholesale trading, and distribution and finally since 2006 in retailing. We started our business in 2006 as a result of seeing an opening in the market where we could leverage our wholesale and manufacturing skills to bring a really great buying experience and value for the money transaction to the retail buyer. Our business started small in a 1500 square foot location, and we worked there for 7 years before expanding our operation into a new showroom in a desirable retail location in the heart of North Scottsdale. We have been here since 2012. Our principle business is loose diamonds (certified) and engagement rings, but we also sell across all categories of fine and fashion diamond jewelry. We offer a full custom design service as well, and we work with several up and coming designers.

Has it been a smooth road?
The road has not always been easy. When we started our business capital was limited and we happened to be positioned in a very competitive business in a highly overtraded city. Furthermore, within a short time of our starting our new retail business, the great recession happened at end of 2007 and it was a very difficult time for the business and we had a few very challenging years to stay in business. People had stopped buying jewelry and the only business we were able to do on a consistent basis was the bridal/engagement business.

It was also a challenge to figure out what our marketing message was and how to connect with the new millennial consumer

Is our city a good place to do what you do?
Phoenix / Scottsdale is certainly a dynamic and growing city. I do believe strongly in the future of the city. I feel there are enormous opportunities. This city offers a high quality of living at not too high a cost. It is also very well positioned geographically with quick access to the entire west coast of the USA. The weather here is conducive to being outdoors and healthy living. It is a place where young people can build an exciting future.


  • Engagement Rings(Setting Only): $500 – $5,000
  • Fashion Jewelry: $500- $10,000+

Contact Info:

Image Credit:

The Diamond Guys

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