Established in 2001, one of the foremost in the area of branded diamond positioning to the mass public. From the year before 2000 millennium, Philip Yau has been working with one of the largest publicity listed diamond cutting entity in the United States overseeing the South East Asia operation.  The company Lazare Kaplan Inc. was one of the very few selling ONLY the branded ideal cut diamonds.  Deeply inspired by the company’s devotion to cut and sell only the highest standard of ideal cut diamond in the world, Philip Yau is thinking to bring the best ideal cut diamond from Palace door to the Public cottage.  

Eventually Philip Yau quitted the many would consider the dreamed job from Lazare Kaplan as the operation manager and went on to search for his own dream.  He wish to find the  ideal cut diamond which can be sold to the mass public as the bread and butter of their jewelry collection at a very reasonable price. 

He traveled all over the world, meeting many of the top diamond cutters trying to push the idea of the Branded Ideal Cut diamond with Hearts and Arrows feature, couple with the Rolls Royce quality and BMW price strategy selling to the mass public.  Unfortunately the idea did not work as many of the top players either was not ready for the idea or thinks that the idea would not work，taking the factor of their existing cost and profit structure.

Finally Philip came across a small company in Malaysia, carrying a branded diamond called “The Love Diamond”.  It was ideally cut and with the Hearts and Arrow’s effect because of perfect symmetry.  The diamond was cut by a small company Mickey Weinstock NV in Belgium.