For over two decades, 2N Diamonds supplied the finest jewelers in New York — and nowhere else. This is the story of why that changed, and what it means for you.
I started in the diamond trade in the early 2000s. Not retail — wholesale. My clients were jewelers, ateliers, designers. The people who put diamonds in the windows you walk past on Fifth Avenue. I supplied them. They marked up the stones — sometimes double, sometimes more — and sold them to customers who had no idea what the actual source price was.
For twenty years I watched people pay boutique prices for diamonds I knew the wholesale cost of. The markup wasn't for the quality. It was for the address. For the showroom. For the commissioned salesperson. For the lease on the corner of 57th and Fifth. None of that has anything to do with the diamond in the ring.
The reason I finally opened 2N Diamonds to the public wasn't idealism — it was mathematics. The internet changed everything. An online platform can show you 70,000 diamonds with every specification, every IGI certification number, every price, side by side. A physical store can show you forty rings in a case. There is no comparison.
So I made a decision. The same diamonds I supplied to the trade — the top 30% that pass our standards, the 70% we reject — are now available to you directly. No showroom markup. No commissioned sales staff. No middlemen between the source and your finger.
The price you pay is the price the industry used to pay. Forty-five percent less than what a boutique would charge for an identical stone. That gap is real. It has always been real. You just never had access to it before.
— Steve Gillani
The wholesale trade taught us what premium diamonds look like. The internet finally gave us a way to show you.
A boutique shows forty rings. We show 70,000 diamonds and 5,000+ jewelry pieces — every specification, every IGI certificate, side by side. You compare. You decide. No pressure.
Every stone in our vault has its IGI certification number, cut grade, color, clarity, and price displayed openly. There is no information we have that you don't. That is the standard we set.
70,000+ diamonds ready to ship now. No waiting for a store to order your size, your cut, your stone. If it's in the vault, it ships. If it's Atelier, it's in your hands in ten days.
Nobody at 2N earns more if you buy a bigger stone. Our guidance is about what's right for your budget and your vision — not what moves the margin. That's a wholesale mentality.
We reject 70% of what we receive. That number hasn't changed since we supplied the trade. The stones that reach you are the same stones that supplied New York's finest jewelers for twenty years.
For the first time, the price a jeweler paid is the price you pay. The boutique margin — forty-five percent on average — stays with you. That's not a sale. That's just removing the middleman.
From a napkin drawing to a finished masterpiece. Our Master Artisans bring your exact vision to life — from scratch, built for you, delivered in ten days.
A sketch, a photo, a Pinterest image, a description, or a napkin drawing. We work from whatever you have. Artists we're not asking you to be.
Our designers produce a fully rendered 3D CAD drawing of your piece within 24 hours. Free. No commitment. You see exactly what will be built before a single gram of metal is touched.
Unlimited revisions on the CAD. The stone placement, the band width, the setting style, the metal choice — every element adjusted until it matches exactly what you have in mind.
Select your stone from 70,000+ IGI certified diamonds — the cut, the clarity, the carat, the brilliance. The 10-step process ensures every choice is yours.
Your approval triggers production. Our Master Artisans build your piece from scratch — not from a template, not repurposed, not modified. From nothing to your design, exactly.
Ten business days from your approval to your door. A piece built specifically for you, by hand, from scratch, by artisans who have done this for decades. In ten days.
"I built this because I watched too many people overpay for diamonds I knew the real price of. The boutique window, the velvet tray, the Champagne — none of that is the diamond. The diamond is the diamond. And for the first time, you can buy one at the price I always paid."
— Steve Gillani, Founder · 2N Diamonds & Fine Jewelry
You get the stone a jeweler would have bought, at the price they paid, with the certification they verified, delivered with the craftsmanship of Master Artisans who have spent careers building pieces for the trade. The only thing that changes is where the margin goes. It stays with you.
