Flawless Jewels

Since he was little boy growing up on the streets of Antwerp, Belgium, the
diamond capital of the world, Effie Fried dreamed of diamonds and jewelry.
His Papa was a jeweler, as was his Bompa before him, and Effie’s wish was to
watch diamonds sparkle and make people happy.

When little Effie grew up, he joined his family’s business as a third
generation jeweler. He soon realized that the top quality jewelry his family
made were unaffordable to most people who frequented the shops they
were sold in. By the time the jewelry passed through all the hands from
maker to buyer, it tripled in price. Now Effie had a new dream. To cut
out the middleman so every woman can feel beautiful.

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