The Vivid story
Meet
Alon Ruschin.
Co-founder and CEO of Vivid Diamonds, Alon brings a diamond-industry perspective shaped by sourcing, cutting, design, and decades of personal client relationships.
A legacy built on passion
A life spent
looking closely.
Vivid Diamonds was co-founded by Alon Ruschin, a South African diamond wholesaler with extensive experience transforming rough diamonds into polished gems. His understanding of the journey from sourcing to craftsmanship has helped shape Vivid Diamonds into a dynamic company in the world of fine jewelry.
His particular expertise lies in diamonds and in recutting them to maximize beauty and value, while his instinct for design brings an additional point of view to every finished piece.
The beginning
Johannesburg,
South Africa.
Like many graduates, Alon was asking what he would do for the rest of his life. An introduction to the Johannesburg Diamond Center—and a tour of South Africa’s primary diamond grading facility—gave him an immediate answer.
His stepmother worked for a South African diamond wholesale company and offered to show him around the Diamond Center, introducing him to industry professionals. On that visit, Alon recalls knowing that this was the industry for him.
“I started my career in the diamond industry doing whatever I could to make myself indispensable—from bringing tea to customers and filing, to diamond analysis, client work, and sourcing. I learned every element of the business.”
Soon after, he joined Magnum Diamond Cutting Works in South Africa. His dedication led to a promotion to junior fiscal partner after three years.
Moving to Miami
A new market.
A clearer purpose.
Six months after his promotion, Alon was recruited by South Africa-based Geffen Diamond Cutting Works to help expand its United States business from its Miami office. He spent four years with the company before setting out on his own in 2004.
Two years later, he started Ruschin & Co Diamonds, supplying diamonds from South Africa to stores and diamond dealers across the United States and China.
Vivid Diamonds
Small changes.
A lasting difference.
Alon and his business partner formed Vivid Diamonds Inc. The company began with a focus on natural colored diamonds, white diamonds, and selected jewelry. Later, Vivid began creating jewelry in both the United States and South Africa, supplying retailers and wholesalers around the world.
“I have an eye for beauty, and my specialty is adjusting and altering regular designs to make them spectacular. I’ll change something to make it more comfortable, wearable, and beautiful.”
Alon has taken gemology courses through GIA and the Jewelry Council of South Africa. In the workroom, he is known for examining a design closely and finding ways to make an ambitious detail possible. As he puts it: “Sometimes small modifications make all the difference.”
Vivid Diamonds remains driven by both its inventory and its ability to create beautiful jewelry—but the underlying priority is customer care. Whether working with retail stores, wholesalers, or private clients, every relationship receives the same personal attention.
A private introduction
Meet Alon
in Miami.
Bring a question, a stone, a reference number, or a piece you are considering selling. The conversation begins personally.
Request a private appointment