Yoni made alya in 2002, he has always been passionate about diamonds,afters his military service, he integrated a large Israeli diamond company established in the Ramat Gan diamond exchange. There, he learnt gemmology and tri (colors, purity, shapes and qualities of pears). After 2 years, he becames the head of the commercial department of the European pole of the company; and became the supplier of large jewelry stores such as Mauboussin, Chaumet, Mellerio dits Mellere, the Maison de l’alliance, Richold (Swiss) and well others.

In 2009, he decided to open his own office within the Ramat Gan Stock Exchange and became a member afterwards.
In addition to its diamond-like activity, he specialized in custom-made jewelry creation.
His motto is : customer listening, quality, best price and satisfaction.