Stories

Some names in the world of diamonds stand out, not just for the stones they cut but for the stories they tell, the legacies they build, and the beauty they leave behind. William Goldberg is one such name. With a heritage spanning generations, William Goldberg’s influence on the diamond world is nothing short of legendary.

A Visionary Who Saw Diamonds as Art

William Goldberg, known to many as Bill or Willy, was never just a diamond dealer; he was a man of instinct, artistry, and boundless charisma. From his early days in Brooklyn, where he grew up working in his family’s small candy store in Sheepshead Bay, he learned the values of hard work, perseverance, and personal connection. His mother, Bessie, and father, Benjamin, ran the shop, and young Bill quickly developed an enterprising mindset—selling candy to classmates in the schoolyard and saving his earnings for his first car, which he generously lent to friends.

But it wasn’t just about business. Watching his parents interact with customers, Bill understood early on that success wasn’t just about selling—it was about relationships, trust, and an eye for what people truly valued. These lessons would stay with him as he transitioned from sweets to stones, ultimately becoming one of the most revered diamantaires in the world. “He saw a diamond as a work of art,” recalls a passage from the book, The William Goldberg Way. “He believed it was wrong to cheat a diamond of its right to be beautiful.” This philosophy became the foundation of his namesake company, where every stone is given the utmost care, ensuring its brilliance is fully realized.

The Magic is in the Make™

One of William Goldberg’s most enduring legacies is his belief that beauty in diamonds is not just about rarity but about the craftsmanship that transforms them. This philosophy gave birth to the company’s iconic slogan: The Magic is in the Make™. It is a testament to the belief that every stone, no matter its size, has the potential to be extraordinary when cut and polished with vision and skill.

This ethos is perhaps best exemplified in the creation of the ASHOKA_® diamond. Inspired by a historic 41.37-carat diamond once owned by the legendary Mexican actress María Félix, Bill Goldberg and his son Saul spent years perfecting a proprietary cut that brought out the full beauty and dimension of the natural diamond. The ASHOKA_® has since become one of the most coveted diamond cuts, adorning pieces from some of the world’s most prestigious jewelry houses, including Boodles, Chopard, and Jacob & Co.

A Legacy Carved in Elegance

Beyond the diamonds themselves, William Goldberg built a business steeped in integrity, family, and a deep love for the craft. His relationships spanned continents, connecting him with industry titans, collectors, and artisans who shared his passion. “His friendships were not just connections,” said renowned collector Robert Mouawad. “They were as precious and enduring to him as the diamonds he dealt”.

Today, the Goldberg family continues to uphold Bill’s legacy, ensuring that every stone they touch carries the same dedication to excellence. The New York headquarters at 589 Fifth Avenue and William Goldberg Way stands as a beacon of this legacy, a place where history and the future of fine diamonds converge.

Looking Ahead: The Future of William Goldberg

As the world evolves, so too does the art of fine diamond jewelry. But some things remain timeless—true craftsmanship, visionary leadership, and a deep respect for the beauty within every stone. For the Goldberg family, 2025 is a year of both reflection and forward motion. The 25th anniversary of the ASHOKA_® diamond serves as a milestone to celebrate, as well as an inspiration to continue pushing the boundaries of what is possible in fine jewelry.

William Goldberg’s legacy is not just about diamonds, it is about the stories they tell, the hands that shape them, and the memories they create. And as long as there are diamonds to be cut, there will be a place for the magic of William Goldberg.