Masina Diamonds has been in business for 40 years. Under the leadership of Rustin Yasavolian, the chief executive officer, the store has witnessed immense popularity with its products. Masina Diamonds aims to create unique fine jewelry pieces while educating clients so they can appreciate their jewelry collections for a lifetime. The largest part of its business is creating engagement rings for future grooms and brides. The fine jewelry store also specializes in custom-designed pieces that are created in-house and luxury watches.
Knowing the business inside and out
Rustin was born into the fine jewelry industry; his family has been in this business for more than four decades. He worked for the family firm during his free time while attending college, which helped him gain a solid understanding of the fine jewelry sector. Most of his values, including how they handle customers and the quality of their work, were instilled in him by his parents. “I’ve also learned a plethora from some of the jewelry giants like Cartier. The biography on their story highlights the importance of creating quality work,” he mentions. “My parents have shown me that if you do honest work with the best intentions, you can create a successful business that can be passed on for generations.“
Rustin originally joined the family business because he understood his desire to work for himself. At the time, he thought he wasn’t extremely passionate about jewelry, but as he grew with the company, his love for the industry grew. He has realized that to be a titan in any industry, a person has to have in-depth knowledge of the industry itself. This builds trust and reputation among clients and industry leaders. “Because of this, I spent most of my early 20s learning from some of the best bench jewelers and designers in Atlanta. I also received multiple certifications from the Gemmological Institute of America,” he continues. By keeping clients happy and providing exceptional customer service, the company has been named the best jewelry store by Jezebel Magazine for 2023, has received the Wedding Wire Couple Choice Award three years in a row, and has been featured in Brides Magazine.
The purpose behind Masina Diamonds is to create unique jewelry with the highest quality materials. “Much of our growth has been because of reviews and being voted one of the best jewelry stores in Atlanta,” says Rustin. He shares that the biggest problem in the jewelry industry is that it is such a lucrative industry and most people don’t know much about it. Hence, he aims to help educate clients on what they are buying and what to look out for. The company welcomes all couples, regardless of their sexual orientation, and helps them start the next chapter of their lives. Additionally, the business is making every effort to move the process online in order to minimize its carbon footprint. Additionally, it works closely with the Atlanta Fire Department to aid and sponsor their efforts to keep the neighborhood safe.
He further explains that the company’s business model has become more heavily reliant on e-commerce and internet visibility. Even though physical location is always vital, he now understands that online real estate is equally crucial. The majority of consumers “Google” a product or service before buying it and read reviews of the manufacturer and the item itself. “User content like reviews goes a very long way,” he adds. This is especially important when one is looking at higher-ticket items like diamonds. “Again, I think most of our growth is due to providing a great product with exceptional customer service,” he continues.
In addition to that, Rustin has always been an outdoor person, which has helped him develop traits that are advantageous to business. “My passion for exercising actually drew me into bodybuilding for a while, which I am very thankful for,” he adds. It taught him discipline and taught him that anything can be achieved if you work hard, love what you do, and focus on your goal. He also enjoys playing chess, which has helped him develop his decision-making skills and ability to accept defeat gracefully and see it as a teaching moment.