Majors

Diamonds, Including Man-Made, the Focus at Borsheims

MajorsMay 12, 2017

Diamonds, Including Man-Made, the Focus at Borsheims

Lab-grown diamonds were being sold alongside stones signed by Warren Buffett during Berkshire Hathaway’s annual shareholder weekend event.

20170512_Warren-diamond.jpg
Diamonds with the signature of Warren E. Buffett on the girdle were among the offerings Borsheims presented during parent company Berkshire Hathaway’s annual shareholder weekend event. A computer generated image of one of these diamonds with Buffett's signature is seen here. (All photos courtesy of Borsheims)

Omaha, Neb.--There was ping-pong and bridge with Bill Gates, shiny stones with the Oracle of Omaha’s signature on the girdle and lab-grown diamonds.

The man-made stones were among the offerings jeweler Borsheims had during parent company Berkshire Hathaway’s annual shareholder weekend, which took place last weekend in Omaha.

The retailer has been very quietly carrying man-made diamonds since November, mixing in fashion pieces from Swarovski, which started selling jewelry set with lab-grown diamonds in 2016, with bridal rings from a company called Altr.

Altr Created Diamonds is a New York-based lab-grown diamond company that is headed by Amish Shah, the fourth generation of a family that has been in the mined diamond manufacturing business for 75 years.

Borsheims President and CEO Karen Goracke said the retailer decided to start stocking man-made diamonds because customers were asking for them.


Berkshire Hathaway Chairman Warren Buffett seated next to master bridge player Sharon Osberg and Borsheims head Karen Goracke (in the foreground, not fully visible) during the Sunday games held at Borsheims over shareholder weekend. In addition to Borsheims, Buffett’s holding company owns Ben Bridge Jeweler and Helzberg Diamonds.
“We realize they are part of the industry, whether you are in favor of them or not. They’re out there. Rather than hide from it, we decided to … have the offering for the consumer who’s interested in it.”

During shareholder weekend, Goracke said most of the commentary about the stones was inquisitive in nature--people didn’t know a lot about lab-grown diamonds and were asking questions.

She also pointed out that the demographic at the shareholders’ event tends to skew a bit older while in the store it is mostly younger customers purchasing the man-made stones, attracted mainly by their lower price.

The lab-grown diamonds were one element of the larger focus on diamonds during shareholder weekend and the following selling period, which extends until the Saturday before Mother’s Day.

Borsheims also featured Kalahari Dream Diamonds, a line from Leo Schachter that it carries exclusively, and, as it has in years past, diamonds signed by Berkshire Hathaway boss Warren Buffett.

Each Kalahari Dream diamond sold benefits communities situated in the Kalahari Desert in South Africa, Namibia and Botswana.

During shareholder weekend, Borsheims said the sale of each Kalahari Dream diamond will go toward building a well in a village in Botswana that is without regular access to water.

It sounds a like a Toms for

diamonds, and that is exactly how some sales associates have been presenting the stones, said Borsheims Director of Marketing Adrienne Fay. Goracke said that the Kalahari Dream diamonds have been well-received both by sales associates and customers.


In addition to diamonds, Borsheims was selling strands of pearls with Warren Buffett’s signature engraved on the clasp. They were “a big hit,” said President and CEO Karen Goracke.

The Buffett-signed diamonds, meanwhile, are something that Borsheims offers only at the annual shareholder event.

The stones has the billionaire investor’s signature on the girdle and, this year, Goracke said they added some strands of pearls with his signature on the clasp as well.

The diamonds, she said, are perfect for “someone who loves jewelry, and someone who loves Mr. Buffett and Berkshire Hathaway.”
Michelle Graffis the editor-in-chief at National Jeweler, directing the publication’s coverage both online and in print.

The Latest

LIM-401 2024 National Jeweler Supplier Bulletin- iD100 Web and Eblast FINAL (1).jpg
Supplier BulletinApr 24, 2025
Protect Your Customers and Your Business

Sponsored by the Gemological Institute of America

Wolf CEO Simon Wolf
EditorsApr 24, 2025
Q&A: Wolf’s CEO Talks U.S. Expansion

Simon Wolf shares why the time was right to open a new office here, what he looks for in a retail partner, and why he loves U.S. consumers.

Iowa jeweler Herman Ginsberg
IndependentsApr 24, 2025
Longtime Iowa Jeweler Herman Ginsberg Dies at 99

A third-generation jeweler, Ginsberg worked at his family’s store, Ginsberg Jewelers, from 1948 until his retirement in 2019.

gia1d100 btyb.jpg
Brought to you by
Protect Your Customers and Your Business

The risk of laboratory-grown diamonds being falsely presented as natural diamonds presents a very significant danger to consumer trust.

Charles & Colvard moissanite ring
FinancialsApr 24, 2025
Charles & Colvard Delisted From Nasdaq Due to Noncompliance

The company failed to file its quarterly reports in a timely manner.

Weekly QuizApr 24, 2025
This Week’s Quiz
Test your jewelry news knowledge by answering these questions.
Take the Quiz
Young Diamantaires
SourcingApr 24, 2025
Young Diamantaires Transition to Nonprofit

The organization also announced its board of directors.

Mined + Found "Hope" Matchbox Locket
TrendsApr 24, 2025
Amanda’s Style File: So Charming

Charms may be tiny but with their small size comes endless layering possibilities, from bracelets to necklaces and earrings.

gia-topimage 0325.jpg
Brought to you by
A Brilliant Future Is Here

Get online education from GIA experts.

Jason McNary accepting FGI Fine Jewelry Rising Star award for Paola Sasplugas
Events & AwardsApr 23, 2025
PDPaola Creative Director Wins FGI’s ‘Rising Star’ Award

Paola Sasplugas, co-founder of the Barcelona-based jewelry brand, received the Fine Jewelry Award.

1999 Cosmograph Daytona, Ref.16516
AuctionsApr 23, 2025
Rare Custom Rolex Daytona Heads to Auction

A platinum Zenith-powered Daytona commissioned in the late ‘90s will headline Sotheby’s Important Watches sale in Geneva next month.

Woman wearing Zales jewelry
MajorsApr 22, 2025
Zales’ Rebrand Takes Playful Approach to Fine Jewelry

The Signet Jewelers-owned retailer wants to encourage younger shoppers to wear fine jewelry every day, not just on special occasions.

JAR Apricot Blossom bracelet
AuctionsApr 22, 2025
Christie’s to Auction JAR Jewelry Collection

The 21 pieces, all from a private collector, will be offered at its Magnificent Jewels auction next month.

National Jeweler columnist Lilian Raji
ColumnistsApr 22, 2025
The PR Adviser: Building Buzz Through Word of Mouth

Lilian Raji answers a question from a reader who is looking to grow her jewelry business but has a limited marketing budget.

Avi Levy
GradingApr 22, 2025
Avi Levy Is GCAL By Sarine’s New Chief Growth Officer

GCAL by Sarine created the new role to sharpen the company’s focus on strategic partnerships and scalable expansion.

Scottsdale Fine Jewelers store exterior
IndependentsApr 22, 2025
Brinker’s Jewelers Acquires Fellow Independent

The Indiana jeweler has acquired Scottsdale Fine Jewelers in Scottsdale, Arizona.

Cartier Exhibition Installation at Victoria & Albert Museum
Events & AwardsApr 21, 2025
An Exhibition Exploring the History of Cartier Is Now on Display

“Cartier: Design, Craft, and Legacy” opened earlier this month at the Victoria and Albert Museum in London.

Bill and Birdie Levine of Van Cott Jewelers
IndependentsApr 21, 2025
New York Jeweler to Close After 111 Years

Van Cott Jewelers in Vestal, New York, is hosting a going-out-of-business sale.

IJO Director Samantha Larson
IndependentsApr 21, 2025
IJO Names New Director of Vendor Relations, Merchandise Strategy

Industry veteran Samantha Larson has held leadership roles at Borsheims, McTeigue & McClelland, Stuller, and Long’s Jewelers.

Events & AwardsApr 21, 2025
Jewelers of Louisiana, Mississippi Jewelers Association to Co-Host Convention

The two organizations will hold the educational event together this fall in Mississippi.

Daymond John
Events & AwardsApr 18, 2025
Daymond John to Give Keynote at JCK Las Vegas

The entrepreneur and “Shark Tank” star will share his top tips for success.

Dukachi Easter Bread Pendant
CollectionsApr 18, 2025
Piece of the Week: Dukachi’s ‘Easter Bread’ Pendant

The Ukrainian brand’s new pendant is modeled after a traditional paska, a pastry often baked for Easter in Eastern European cultures.

Bremer Jewelry
IndependentsApr 18, 2025
Bremer Jewelry to Reveal Renovated Store

The jeweler has announced a grand reopening for its recently remodeled location in Peoria, Illinois.

Tiffany & Co. Strong Like Mom campaign
MajorsApr 18, 2025
Tiffany & Co. Employees Star in Mother’s Day Campaign

The “Strong Like Mom” campaign features moms who work at Tiffany & Co. and their children.

Athena Calderone x John Hardy Collection
CollectionsApr 17, 2025
John Hardy, Athena Calderone Partner on Art Deco Decor-Inspired Collection

Interior designer Athena Calderone looked to decor from the 1920s and 1930s when crafting her first fine jewelry collection.

Movado Connect 2.0 watches
FinancialsApr 17, 2025
Movado Group to Increase Prices to Offset Tariffs Impact

During a call about its full-year results, CEO Efraim Grinberg discussed how the company is approaching the uncertainty surrounding tariffs.

Natural Diamond Council Diamond Learning Center Graphic
Lab-GrownApr 17, 2025
NDC Launches Its Diamond Learning Center

The free program provides educational content for jewelry salespeople and enthusiasts to learn or refresh their diamond knowledge.

Jewelers of America logo
Policies & IssuesApr 17, 2025
Jewelers of America Requests Tariffs Testimonials from Members

The feedback will be used to prepare other jewelers for the challenges ahead, the organization said.

×

This site uses cookies to give you the best online experience. By continuing to use & browse this site, we assume you agree to our Privacy Policy