Piyush Thesia comes from a long line of diamond cutters. At the age of 13, Thesia's father journeyed from his small Indian village to pursue his love for diamonds and jewelry. Since then, the Thesia family's diamond business has grown to a diamond empire. With more than 4,000 diamond cutting machines and 12,000 employees throughout India, Thesia's Allure Jewels is the third-largest diamond cutting industry in the world.
"Allure Jewels is one of the most established names in the diamond industry," said Pankaj Mishra, Allure Jewels' client and friend.
LOCATED AT 13884 Metrotech Drive, Sully Place Shopping Center, in Chantilly, Allure Jewels imports thousands of diamond and gold jewelry pieces, each handmade exclusively in India.
"I think they have some of the finest jewels coming out of India," said Mishra. The Chantilly location is the first retail store, however they sell jewelry in more than 25 countries worldwide.
"What makes our jewelry so unique is that every piece is made by hand exclusively for Allure Jewels' clients," Piyush Thesia said.
Every piece sold in the store is one-of-a-kind. Hand-designed by Piyush's younger brother, no single piece of jewelry is duplicated. "Once an item is sold in our store, you will never see that exact piece being sold again," said Thesia.
Allure's promise to its customers is to never duplicate an item. "Women feel so special to know that they have a one-of-a-kind jewelry piece. That is what we strive to do — make every customer feel special," said Thesia. "Their jewelry is very unique, it is not the generic pieces that are found in other stores," said Lisa Farelson, Allure client. Although Allure Jewels is an elegant store, carrying millions of dollars worth of jewelry, it has a very relaxed atmosphere. Piyush and his wife Nimisha dress in casual clothing because they want their customers to feel comfortable and at home. "The environment there is very warm and inviting. Piyush and Nimisha make the shopping experience very pleasurable," said Farelson.
Allure Jewels specializes in necklace sets, pendant sets, earrings, rings and bracelets, but they also carry chains, bangles, anklets, and nose pins.
"They have such a broad spectrum of jewels," said Mishra. Piyush's pride and joy, the necklace sets, can be found in a variety of colors. Stones of every shape, size, and color are delicately worked into uniquely crafted bases taking on shapes like crosses, flowers, and flames, to name a few. Thesia has more than 100 necklace sets in stock. "My necklace sets are fit for a queen," Thesia said.
THEIR UNIQUE selection of rings provides customers with a choice. They carry wedding rings, both engagement rings and wedding bands, all which show the intricate details on the stones and the bands. Each diamond is set in such a way as to show its "fire" even in the dimmest of light. Their wedding series comes in unique designs such as heart-shaped and pear-shaped diamonds, as well as traditional designs such as princess cut diamonds. Allure's wedding rings are priced from $1,000 to just over $20,000, depending on the quality and size of the diamond.
"Their prices and quality are unmatched anywhere. He could easily contend with the major jewelry stores," said Mishra. Allure also carries what Piyush calls "fun rings." Fun rings can be worn on any finger and come in any shape and color the customer desires. "Our guarantee is, if we don't have it, we will get it," said Thesia. Along with fun rings, customers can also find right hand rings, which are priced between $500 to $1,000, and the largest selection of men's rings in the area. According to Piyush, men's rings, other than wedding bands, are very difficult to find. They have already sold between 50 to 60 men's rings. "We have made the men's rings in such a way that will attract men. They are not, by any means, feminine rings," Thesia said.
Allure carries both stud earrings and dangle earrings. The stud earrings come in shapes such as flowers, stars, and hearts, but no two are the same. "A stud is not just a stud at Allure. We do not carry the typical stud," said Thesia. The dangle earrings can be found in white gold or yellow gold and they display contrasting colors and unique stones. Introduced new for this holiday season are twister bracelets. What makes twister bracelets different is that they do not have a clasp, they are open on the top. "The twister bracelets were designed with fun in mind," said Thesia.
At Allure, quality is never compromised. They use only the highest quality diamonds and gold, nothing less than 18 kt. "Their jewelry is truly extraordinary," said Farelson. Before the jewelry is displayed in the store, it is inspected by 18 different family members. "My family knows jewelry, if there is a defect, they will notice it," said Thesia. Allure also promises to service its clients for life. Piyush Thesia encourages everyone that stops by his store to try on every piece. "You cannot get the feel of the jewelry, and essentially what Allure is about, unless you try it on," he said. "I have spent hours in the store trying on jewelry. He is very proud of his jewelry and he encourages everyone to try his pieces on," Farelson said. "There are so many beautiful pieces, it’s hard to just try one."