The diamond industry is governed by trust and reputation and so naturally there are many family businesses in the trade. Shiree Odiz is a 3rd generation of diamond dealers and jewelers with an impeccable foundation laid since 1938.
Shiree's grandfather, Gabriel Eshel was one of the fathers of the diamond industry in Israel, opening one of the first diamond cutting factories in the city of Netanya. The business blossomed under the culture of hard work, spotless ethics and integrity. Nearly 3 decades later, in 1975, son-in-law Abe Hazan was taken under the wing and brand of Gabriel Eshel and expanded the business to become International, opening office in New York. Abe brought innovation to the business and went on to patent several unique shaped diamonds under the Trapz brand.
Growing up in the heart of the diamond industry and daughter to an artist, Shiree almost inevitably combined the two worlds with a passion for fine jewelry design. In her early years as a designer she worked under the masters of the industry and custom designed unique pieces for high-end private clientele. In 2005 she created an exclusive collection of rings for her father's Trapz brand gaining her exposure on the world scene.
In early 2006 Shiree partnered with veteran e-commerce marketer Daniel Setton with the vision of bringing designer fine jewelry online at affordable prices. As a brand, the two wanted to provide a clear alternative to the low quality, mass produced diamond jewelry frequently found online, at the same standard as the top brands but without the big-brand markups. The two employed the finest craftsmen in the industry, reaping master goldsmith and diamond setters from Tiffany & Co. and embarked on building an immensely popular collection of engagement ring designs for sale on popular marketplaces and via the new website. In 2009 a new retail location was opened in the heart of the Diamond Exchange in Ramat Gan, Israel and a logistics center in 5th Avenue in New York.
Browse through just a handful of places to see real customer feedback since going online: