The Emergence of The American Diamond Brand

In the face of challenges, true innovation often emerges, and Felix Francois learned this lesson firsthand while on his quest for an exceptional yet affordable engagement ring. Growing up in a family deeply rooted in the fossil and gemstone trade since 1989, Felix was well-acquainted with the industry's intricacies. However, it wasn’t until a pivotal moment shook his world that he realized the diamond industry’s stranglehold needed to be disrupted. This turning point ignited his passion for change and set him on a path to revolutionize the way people perceive and purchase diamonds.

The Evolution of American Diamond

The tale of how AD was established is destined to be recounted for generations to come, as long as the AD brand continues to thrive. Founded by Felix Francois and his fiancée Michelle, AD has evolved into an international sensation, a brand unlike anything the world has ever witnessed. During their 2016 vacation in Paris, Felix and Michelle had planned a romantic engagement at the iconic Eiffel Tower. Paris had always captivated Felix—its architecture, the atmosphere, the cuisine, the fashion, and the vibrant energy of the city. From the start, he knew that Paris was the only place where he wanted to propose. In 2016, while vacationing with Michelle in Paris, Felix decided it was the perfect moment to propose. The Eiffel Tower, with its breathtaking grandeur, was the quintessential backdrop for a proposal. However, Felix had not brought an engagement ring with him on the trip, so he set out to purchase one in Paris. Though he had always admired diamonds, he was aware of their steep prices. Being in the romantic city of Paris, he hoped he might find a more affordable option. To his dismay, the prices were even higher than he had anticipated—one perfect 3-carat stone was priced over $100,000! Upon reflection, Felix realized that Michelle, who was deeply concerned about environmental issues and ethical practices, might have objections to traditional diamonds, which could be conflict or blood diamonds. This revelation was pivotal. Felix understood that spending a fortune on a diamond was not necessary. With Michelle’s background in chemistry and his own passion for gemstones, he had always been intrigued by the creation and allure of these sparkling treasures. Determined to make a difference, Felix shared his vision with Michelle, who was enthusiastic about the idea. They were excited by the challenge and decided to take a bold step. Right then and there, in the heart of Paris, they resolved to create a gemstone that resembled a diamond but at a fraction of the cost. They extended their stay in the city to delve into research and gather information on various gemstones and materials to start their groundbreaking experiments.