Effy

Effy Hematian arrived in the U.S. from Iran in 1978 with nothing. Today, his name is synonymous with exquisite fine jewelry. His creative vision, family values and obsession with quality led him to build a New York-based jewelry empire committed to local manufacturing. Celebrated as the King of Color, Effy’s stunning designs with colored gemstones and diamonds are instantly recognizable. While he sadly passed away in 2023, his three sons continue his iconic legacy.

“From day one, I’ve been obsessed with quality & craftsmanship.”

— EFFY

250+ jewelry brands from every corner of the world

80% women founded jewelry brands

Every piece has a unique story to tell

Consciously crafted jewelry with heart and soul

Carefully curated by 4th gen. in the jewelry industry