The William Goldberg approach to diamonds
A diamond begins its journey as a rough stone. The raw material which is a rough diamond itself requires a test of acumen, experience and bravery on the part of the diamond jeweler who must recognize it for what it is, imagine what it can become and then make the first cut which will transform it.
While it may have taken the rough diamond a journey of hundreds of thousands of years to be transformed from organic carbon deposits at tremendous pressure and the kind of temperature which only piezoelectricity deep in the Earth’s tectonic plates can generate into a rough diamond, it can still fail to come to full life if it falls into hands too inexperienced to really work with it.
At William Goldberg we created a name for ourselves by being brave with diamonds. Recognizing the potential of rough stones and creating the unparalleled Ashoka range of diamonds through experience and the willingness to take the risks required with such stones.
The results are that today, the name Ashoka has become a byword for breath taking beauty and the kind of quality which truly sets those who succeed in becoming its owners, a little apart from the rest.
The William Goldberg Ashoka diamonds of course are the kind of diamonds which invite not just owners but custodians. Like most priceless works of art their value only goes up with time and their owners are aware that they hold in their possession a creation destined to accumulate its own wealth of history.
Just as the William Goldberg approach to diamonds turned Ashoka into a household name so has our approach to jewelry allowed us to put together collections which are a treasure in their own right. Each piece in them is more than the sum of its parts, its worth greater than just the raw materials which make it up.
Ashoka is an old Indian name belonging to a Buddhist warrior-emperor. It means ‘the act of removing sorrow’. Our collections aim to reach deeper in the hearts of those who see them, each piece becoming an artefact of beauty which is destined to transcend the present.
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