1. A
goodnameisatremendousadvantagewhenit
comestodoingbusinessintoday’schallenging
and ever-evolving diamond market – people
know you, they respect you and they trust you.
Sometimes, however, such an established name can
potentially be intimidating and overwhelming when it
comes to forming a new business relationship.
This was one of the hurdles Greg Sofiev encountered
when he took the helm as CEO of LLD Diamonds USA.
The “LLD” stands for Lev Leviev Diamonds, and while
the businessman and philanthropist’s name carries a
distinctive cachet, it also carries an enormous amount
of responsibility for Sofiev.
These days, Sofiev and his wife, Chagit Sofiev-Leviev
(president of the Leviev Group USA), are eager to
spread the word that LLD Diamonds USA is looking
to further develop relationships with independent
retailers throughout the United States, Canada and
Latin America to add to its rapidly growing roster of
clients.
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DOING BUSINESS
The Power
of an
Established
Name
Greg Sofiev

2. LLD is posting its vast selection of diamonds on the
main online trading platforms and is creating a vibrant
brand awareness of the company.
“We are more than one of the biggest names in the
diamond industry,” says Sofiev. “We are a company that
can be trusted and utilized as a valuable resource for
quality, value and service for all sectors of the diamond
and jewelry industry,”he adds.
“We have posted thousands of diamonds online to
date, and we have thousands more to upload.” The
company’s extensive inventory is also available on its
website, www.llddiamonds.com.
This new approach and business philosophy seems to
be working well. “With more and more business being
conducted online, companies have less brand loyalty,”
says Sofiev. “Customers shop according to goods rather
than by a particular company; but we have a very
loyal customer base and we are extremely proud and
grateful for this. Our retail clientele is happy, satisfied
and, most importantly, repeat customers.”
To make his point clearer, Sofiev says that retailers are
often not even searching other sites for goods; they
first inquire what LLD has in stock. “We are opening up
new doors every day,” he says, “proof that the strategy
of the company’s superior customer service is helping
to increase and maintain our brand loyalty.”
In Sofiev’s constant pursuit of keeping up with
advances in technology, LLD Diamonds USA recently
designed an app that features a majority of the
company’s domestic stock, enabling retailers to access
the company’s inventory, even when they are away
from their computers.
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3. 11.97-Carat Fancy
Yellow Ring with
1-Carat Radiant-Cut
E/F VS1 Side Stones
Earrings with
10-Carat Emerald-Cut
Diamonds. Total Carat
Weight 42.26 Carats.
(Call for Details)
Handcrafted 3.75-Carat
and 3.63-Carat Platinum
Studs (J/SI1 GIA EX/EX)
Staying with tradition, the company also offers an
exclusive collection of meticulously manufactured
handmade jewelry, as well as a diamond stud program
for retailers.
“It’s difficult, time-consuming and financially
challenging for jewelers to invest in heavy diamond
items such as the spectacular types of eternity bands
and bracelets and earrings that we are now making
available,”he says.
In this melding of the modern and traditional, Sofiev is
above all keen to emphasize the company’s customer
service, which is designed to make doing business with
this industry giant as easy as possible.“We’ve extended
our hours of operation and are able to receive and
service calls in all time zones throughout the day. We
leave ‘no stone unturned’ to facilitate, accommodate
and keep our customers happy.”
LLD Diamonds USA, established in 1998, is a division of
the Leviev Group of companies. The group maintains
offices in strategic diamond markets worldwide and is
headquartered in Israel and NewYork, with its NewYork
offices located at 580 Fifth Avenue.
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