Marking five decades of growth, SHEFI has evolved from a diamond specialist into a full-service fine jewellery brand.
Reaching a 50-year milestone is no small feat—particularly in the jewellery industry, where shifting trends, changing consumer expectations, and economic headwinds challenge even the most established names. This year, SHEFI celebrates its golden anniversary by reflecting on its origins as a loose diamond supplier and unveiling its next chapter: a complete transformation into a fine jewellery brand.
Founded in 1975, SHEFI built a reputation for excellence among Canadian jewellers, anchored in trust, service, and quality. While the company’s roots lie in natural diamonds, its recent evolution reflects a forward-thinking approach designed to meet the diverse needs of today’s retailers and their customers.
From Loose Stones to Finished Pieces
Originally known as SHEFI Diamonds, the company earned industry-wide respect for its consistent supply of high-quality loose stones. But with today’s consumer increasingly drawn to ready-to-wear pieces that combine craftsmanship with story-driven design, SHEFI recognized the need to expand.
“We’ve always taken pride in our natural diamonds,” says Sanjay Hirawat, President of SHEFI. “But we saw the opportunity to offer more—to become a destination for fine jewellery that reflects both heritage and modern elegance.”
Now rebranded simply as SHEFI, the company’s offering has grown to include an impressive range of finished jewellery featuring diamonds, coloured gemstones, and cultured pearls—each set in gold and designed with an eye toward both timelessness and trend.
New Collections for a New Era
To mark its 50th year, SHEFI is introducing exclusive new collections that underscore the brand’s evolution. From sophisticated bridal sets to bold gemstone fashion jewellery and refined pearl designs, the collections reflect SHEFI’s commitment to artistry and innovation.
These pieces are designed not only to appeal to a broader clientele but also to support retail partners with inventory that’s both versatile and compelling. Each collection is crafted to meet high standards of quality while offering variety in price point, style, and material—key for stores looking to diversify their showcases.
“We’re bridging the gap between classic and contemporary,” says Hirawat. “Our new lines are created with today’s jewellery buyers in mind while remaining true to our legacy of quality and trust.”
Supporting Canadian Retailers
In an increasingly competitive market, jewellery retailers need suppliers that deliver more than one product. SHEFI understands this, offering dependable service, responsive communication, and support tailored to the needs of independent jewellers and multi-store chains alike.
Whether it’s high-quality bridal staples or trend-forward fashion jewellery, SHEFI’s finished collections give retailers the flexibility to refresh their inventory with pieces that are ready to sell. The company’s presence at key trade events, including JCK Las Vegas (Booth #PC-740) and CBG Las Vegas (Booth #200–202), ensures buyers can preview new launches and collaborate on custom assortments.
Appointments can also be scheduled online through SHEFI’s Events page, offering a personalized experience for retail partners looking to explore the latest collections in more detail.
A Legacy Reimagined
SHEFI’s 50th anniversary is more than a celebration of longevity—it’s a statement of intent. The company is positioning itself for the next 50 years with a broader product offering, a refreshed brand identity, and an unwavering commitment to service and quality.
Importantly, this evolution hasn’t meant leaving its diamond roots behind. Rather, it has built upon them, adding layers of design and value to better serve a changing market. For Canadian retailers, this means partnering with a supplier who understands tradition but is firmly focused on the future.
“Our story isn’t just about where we’ve been—it’s about where we’re going,” says Hirawat. “And we’re going there with our retail partners by our side.”
Explore SHEFI’s fine jewellery at upcoming trade shows or book a personalized appointment online:
www.shefidiamonds.com
Email enquiries: info@shefidiamonds.com
