Heritage Reinvented, Innovation Redefined

With roots tracing back to 1933 in India’s storied jewelry-making heritage, the family of ALTR’s founder crafted jewels for royalty, including the Prince of Punjab, the Queen of Nepal, and the distinguished families of Kolkata. This lineage instilled a deep respect for craftsmanship, provenance, and responsibility, values that would later define ALTR.

In 2006, Amish Shah presented the world's first collection of Lab Grown Diamond Jewelry, challenging conventions and signaling a new direction for Fine Jewelry. A decade later, in 2016, he founded ALTR formalizing that vision into a Vertically Integrated company built on Innovation, Creative Design, and Responsibility.

ALTR is the world’s first lab-grown diamond house, blending Science, Craft, and Responsibility into a single story of marvel.

A coordinated jewelry set of pear-cut lab-created diamonds from ALTR. The visual includes a solitaire pear-shaped pendant, matching drop earrings, and a central engagement ring. The 58-facet brilliant pattern is highlighted against a high-contrast background, showcasing the precision-cut symmetry and 18K white gold.
A coordinated jewelry set of pear-cut lab-created diamonds from ALTR. The visual includes a solitaire pear-shaped pendant, matching drop earrings, and a central engagement ring. The 58-facet brilliant pattern is highlighted against a high-contrast background, showcasing the precision-cut symmetry and 18K white gold.

ALTR's Mission

To bridge the diamond and jewelry industry to the future by fusing our heritage of craftsmanship with the innovation of technology, creating a new era of responsible diamond jewelry.

ALTR's Vision

We innovate and disrupt, create and evolve, bridging the past with the future.

Breaking Ground, Driving Disruption

2018

ALTR unveils the world’s first original film showcasing the fusion of CVD and HPHT technologies to create Type IIa ALTR Created Diamonds.

2020

ALTR’s Indra’s Net necklace was awarded first place in the Lab-Created/Gemstone Jewelry category at the INSTORE Design Awards.

2022

ALTR becomes the first in India to establish a solar farm fully dedicated to powering the creation of lab-grown diamonds.

2024

ALTR becomes the world’s first SCS-007 Certified Lab Grown Diamond producer, achieving a perfect Sustainability score of 100.

Next Arrow

2018

ALTR unveils the world’s first original film showcasing the fusion of CVD and HPHT technologies to create Type IIa ALTR Created Diamonds.

2020

ALTR’s Indra’s Net necklace was awarded first place in the Lab-Created/Gemstone Jewelry category at the INSTORE Design Awards.

2022

ALTR becomes the first in India to establish a solar farm fully dedicated to powering the creation of lab-grown diamonds.

2024

ALTR becomes the world’s first SCS-007 Certified Lab Grown Diamond producer, achieving a perfect Sustainability score of 100.

Next Arrow
Explore Industry Insights
ALTR Created Diamonds heritage timeline image titled "A Regal Lineage Begins." It highlights the brand's origins rooted in a 1933 legacy of serving royalty and a century of diamond-industry expertise, establishing the foundation for its transition into high-end lab-grown diamonds.
ALTR Created Diamonds heritage timeline image titled "A Regal Lineage Begins." It highlights the brand's origins rooted in a 1933 legacy of serving royalty and a century of diamond-industry expertise, establishing the foundation for its transition into high-end lab-grown diamonds.
A visual for "Firefly" by ALTR, a groundbreaking collection that marked a first in created diamond jewelry. The image highlights the collection’s focus on ethical craftsmanship, sustainability, and "Diamonds Made Not Born" for a new generation of shoppers.
A visual for "Firefly" by ALTR, a groundbreaking collection that marked a first in created diamond jewelry. The image highlights the collection’s focus on ethical craftsmanship, sustainability, and "Diamonds Made Not Born" for a new generation of shoppers.
A comprehensive infographic of the ALTR Created Diamonds timeline. The visual maps key milestones in the brand's journey as a pioneer in the lab-grown diamond market, from its founding to its global leadership in Type IIa carbon-neutral diamond technology.
A comprehensive infographic of the ALTR Created Diamonds timeline. The visual maps key milestones in the brand's journey as a pioneer in the lab-grown diamond market, from its founding to its global leadership in Type IIa carbon-neutral diamond technology.
An image commemorating ALTR's first U.S. retail footprint with Borsheims in Omaha, Nebraska. This historic moment highlights ALTR’s entry into the American bridal market through a Berkshire Hathaway company, marking a shift in luxury retail acceptance of lab-grown diamonds.
An image commemorating ALTR's first U.S. retail footprint with Borsheims in Omaha, Nebraska. This historic moment highlights ALTR’s entry into the American bridal market through a Berkshire Hathaway company, marking a shift in luxury retail acceptance of lab-grown diamonds.
An image celebrating ALTR’s Brand Debut Award for LOVEMONSTER. This visual marks the brand's successful entry into the global jewelry market as the first to position lab-grown diamonds as a luxury choice, highlighting ALTR's recognition for marketing innovation and industry disruption.
An image celebrating ALTR’s Brand Debut Award for LOVEMONSTER. This visual marks the brand's successful entry into the global jewelry market as the first to position lab-grown diamonds as a luxury choice, highlighting ALTR's recognition for marketing innovation and industry disruption.
A prominent media feature in The Washington Post highlighting ALTR Created Diamonds. This image represents the brand's mainstream recognition as a disruptor in the luxury market, focusing on how ALTR's vertical integration and transparent "Diamonds Made Not Born" philosophy are reshaping consumer perceptions of fine jewelry.
A prominent media feature in The Washington Post highlighting ALTR Created Diamonds. This image represents the brand's mainstream recognition as a disruptor in the luxury market, focusing on how ALTR's vertical integration and transparent "Diamonds Made Not Born" philosophy are reshaping consumer perceptions of fine jewelry.
ALTR Heritage Timeline: Amish Shah’s 2018 BBC World News interview with Aaron Heslehurst. The visual commemorates ALTR’s leadership in bridging the disconnect between traditional diamond industries and modern consumers through vertical integration and sustainable, high-tech diamond growing.
ALTR Heritage Timeline: Amish Shah’s 2018 BBC World News interview with Aaron Heslehurst. The visual commemorates ALTR’s leadership in bridging the disconnect between traditional diamond industries and modern consumers through vertical integration and sustainable, high-tech diamond growing.
Image of the historic "Pink Rose" diamond unveiling at Borsheims during the 2018 Berkshire Hathaway Shareholders Weekend. The visual features the world's largest fancy orangy-pink lab-grown diamond at the time—a 3.99-carat Asscher cut—cementing ALTR's authority in creating rare, high-carat colored diamonds.
Image of the historic "Pink Rose" diamond unveiling at Borsheims during the 2018 Berkshire Hathaway Shareholders Weekend. The visual features the world's largest fancy orangy-pink lab-grown diamond at the time—a 3.99-carat Asscher cut—cementing ALTR's authority in creating rare, high-carat colored diamonds.
A press feature from Crain’s Chicago Business highlighting ALTR Created Diamonds. The article focuses on the brand’s transparency, its vertical integration as a grower and manufacturer, and its mission to empower consumers through diamond education.
A press feature from Crain’s Chicago Business highlighting ALTR Created Diamonds. The article focuses on the brand’s transparency, its vertical integration as a grower and manufacturer, and its mission to empower consumers through diamond education.
An image marking the 2018 launch of the world’s first authentic diamond growing film at JCK Las Vegas. This groundbreaking educational tool allowed consumers and retailers to see the scientific CVD process in real-time, establishing ALTR as the leader in transparency and industry education.
An image marking the 2018 launch of the world’s first authentic diamond growing film at JCK Las Vegas. This groundbreaking educational tool allowed consumers and retailers to see the scientific CVD process in real-time, establishing ALTR as the leader in transparency and industry education.
Timeline image marking ALTR Created Diamonds' official expansion into Australia. It commemorates the milestone of the brand being available in 20 countries, showcasing its aggressive global distribution and its first major launch to Australian retailers.
Timeline image marking ALTR Created Diamonds' official expansion into Australia. It commemorates the milestone of the brand being available in 20 countries, showcasing its aggressive global distribution and its first major launch to Australian retailers.
An image of the 2019 DMCC Dubai Diamond Conference panel featuring Amish Shah of ALTR in debate with De Beers. The visual captures a pivotal industry moment where ALTR led the discourse on how lab-grown diamonds are disrupting and coexisting within the global diamond market.
An image of the 2019 DMCC Dubai Diamond Conference panel featuring Amish Shah of ALTR in debate with De Beers. The visual captures a pivotal industry moment where ALTR led the discourse on how lab-grown diamonds are disrupting and coexisting within the global diamond market.
An image celebrating ALTR's expansion into Poland through an exclusive partnership with W. KRUK, the country’s oldest jewelry brand. This milestone highlights the launch of the "New Diamonds" line, bringing sustainable luxury to Eastern Europe.
An image celebrating ALTR's expansion into Poland through an exclusive partnership with W. KRUK, the country’s oldest jewelry brand. This milestone highlights the launch of the "New Diamonds" line, bringing sustainable luxury to Eastern Europe.
ALTR Created Diamonds featured on CNBC's "Streets of Dreams" with Marcus Lemonis. The image showcases Amish Shah, President of ALTR, explaining the lab-grown diamond market to a global television audience, cementing the brand’s role as the authoritative voice of the industry.
ALTR Created Diamonds featured on CNBC's "Streets of Dreams" with Marcus Lemonis. The image showcases Amish Shah, President of ALTR, explaining the lab-grown diamond market to a global television audience, cementing the brand’s role as the authoritative voice of the industry.
Amish Shah, President of ALTR, delivering a keynote address at a Viksit Bharat event. The image commemorates his role as a global industry leader sharing his vision for technological innovation and India's growing influence in the global lab-grown diamond economy during pivotal summit seminars.
Amish Shah, President of ALTR, delivering a keynote address at a Viksit Bharat event. The image commemorates his role as a global industry leader sharing his vision for technological innovation and India's growing influence in the global lab-grown diamond economy during pivotal summit seminars.
A pioneering timeline image of J’evar by ALTR introducing Generative AI into fine jewelry design. This visual highlights the brand's integration of advanced AI algorithms to create complex, architectural diamond jewelry patterns, marking a new era where technology and artisanal craftsmanship meet to define the future of sustainable luxury.
A pioneering timeline image of J’evar by ALTR introducing Generative AI into fine jewelry design. This visual highlights the brand's integration of advanced AI algorithms to create complex, architectural diamond jewelry patterns, marking a new era where technology and artisanal craftsmanship meet to define the future of sustainable luxury.
A milestone image celebrating ALTR Created Diamonds achieving the SCS-007 Sustainability Rated Diamonds Certification with a perfect score of 100. This certification verifies ALTR's commitment to climate neutrality, ethical stewardship, and over 99.9% accuracy in origin traceability from production to retail.
A milestone image celebrating ALTR Created Diamonds achieving the SCS-007 Sustainability Rated Diamonds Certification with a perfect score of 100. This certification verifies ALTR's commitment to climate neutrality, ethical stewardship, and over 99.9% accuracy in origin traceability from production to retail.
Timeline feature of the J’evar "TYPE" collection, showcasing the world's first Initial-Cut solitaire pendants. Each letter in this alphabet collection is a single, hand-cut lab-grown diamond rather than an arrangement of stones, highlighting ALTR's mastery of unique, high-precision faceting and individual expression in jewelry.
Timeline feature of the J’evar "TYPE" collection, showcasing the world's first Initial-Cut solitaire pendants. Each letter in this alphabet collection is a single, hand-cut lab-grown diamond rather than an arrangement of stones, highlighting ALTR's mastery of unique, high-precision faceting and individual expression in jewelry.

1933

A Regal Lineage Begins

1933 marks the beginning of the family’s legacy in fine jewellery, when Amish Shah's forebears began crafting heirloom jewels for the royal houses of India.
From that starting point, the family served kings and queens across princely states, designing bespoke jewels for the Maharajas of Punjab, royalty of Nepal, and elite families of Kolkata

2006

April / June

Firefly: A First in Created Diamond Jewelry History

Amish Shah introduces Firefly, the world’s first Fine Jewelry collection crafted with Created Diamonds. The launch marks an inflection point for the industry, uniting traditional craftsmanship with advanced diamond creation technology.

2016

June

ALTR Created Diamonds

ALTR is founded by Amish Shah as a vertically integrated company dedicated to Type IIa ALTR Created Diamonds, defined by rigorous standards of quality, transparency, and sustainability.

2016

September

First U.S. Retail Footprint

ALTR Created Diamond jewelry debuts at Borsheims Fine Jewelry in Omaha, a Berkshire Hathaway company, marking one of the earliest introductions of Created Diamonds into a premier American Luxury Retail Institution.

2017

June

Brand Debut Award

ALTR receives the LoveMonster Brand Debut Award, recognizing its early impact on Design, Technology, and Responsible Diamond Creation.

2017

Washington Post Feature

ALTR is featured in a full-page Sunday editorial in The Washington Post, examining the emergence of ALTR Created Diamonds and their role in shaping the future of the diamond industry.

2018

February 6th

Amish Shah featured on BBC World News

Amish Shah appears on BBC World News alongside global innovators, articulating ALTR’s perspective on diamond creation, technology, and the evolving luxury landscape.

2018

May

Pink Rose Unveiled at Borsheims

At the Berkshire Hathaway Annual Shareholders Meeting, ALTR unveils Pink Rose at Borsheims Fine Jewelry; The world’s largest ALTR Created Pink Diamond, demonstrating the technical and aesthetic potential of Created Diamonds at scale.

2018

May

Crain's Chicago Business Feature

Amish Shah is profiled by Crain’s Chicago Business as “The Ice Farmer,” highlighting ALTR’s scientific approach to diamond creation.

2018

June

World’s First Authentic Diamond Growing Film

ALTR releases the world’s first authenticated film produced entirely using ALTR Created Diamonds, extending the brand’s narrative into new cultural and media formats.

2018

August

ALTR's expansion to Australia

ALTR expands operations into Australia, establishing a presence in the Asia-Pacific luxury market.

2019

September

First DMCC Lab Grown Diamond Panel & De Beers Debate

The world’s first Lab Grown diamond panel is convened at DMCC. Amish Shah participates in a landmark public debate with the Executive Chairman of De Beers on earth-mined versus created diamonds, reinforcing ALTR’s role as an industry-level disruptor.

2019

October

ALTR's Expansion to Poland

ALTR establishes operations in Poland, strengthening its European footprint.

2020

December

CNBC features Amish Shah on Street of Dreams

CNBC features Amish Shah on Street of Dreams, exploring innovation, entrepreneurship, and the future of luxury materials.

2023

December

Amish Speaks at Viksit Bharat, A Government of India initiative

Amish Shah speaks at Viksit Bharat 2047, a Government of India initiative focused on innovation, sustainability, and long-term national development.

2023

April

J'evar introduces Generative AI

J’evar launches its proprietary generative AI platform, integrating advanced technology into design, personalization, and customer experience.

2024

SCS-007 Certification with 100/100 Sustainability Rating

ALTR earns the SCS-007 certification with a perfect 100/100 sustainability rating, the first in the industry, demonstrating its uncompromising environmental, ethical, and operational standards.

2024

J’evar Introduces the world's first Initial-Cut Solitaire Pendant

Through J’evar, ALTR unveils the world’s first single-solitaire initial-cut diamond pendant, demonstrating precision design made possible by ALTR Created Diamond technology.

Guided by Visionaries. Driven by Integrity.

Professional portrait of Amish Shah, Founder and CEO of ALTR Created Diamonds in New York.
Professional portrait of Amish Shah, Founder and CEO of ALTR Created Diamonds in New York.

AMISH SHAH

Founder & CEO

Amish Shah, a third-generation jeweler serving royalty since 1933, is a pioneer in lab-grown diamonds and sustainable luxury. In 2006, he launched the world’s first lab-grown diamond collection and founded ALTR Created Diamonds in 2016, achieving a perfect Net Zero score in 2024.
Featured in BBC, Forbes, and WSJ, Amish also launched J’EVAR, blending heritage, innovation, and carbon-neutral luxury. He is dedicated to mentoring the next generation and shaping a more innovative, sustainable, and beautiful jewelry industry.

Engage directly with Amish Shah to exchange ideas and insights via his LinkedIn profile

A black and white professional portrait of Ritesh Shah, Founder and CEO of ALTR Created Diamonds. This image represents ALTR Heritage, highlighting the leadership and visionary expertise behind the brand’s pioneering role in the Type IIa lab-grown diamond industry.
A black and white professional portrait of Ritesh Shah, Founder and CEO of ALTR Created Diamonds. This image represents ALTR Heritage, highlighting the leadership and visionary expertise behind the brand’s pioneering role in the Type IIa lab-grown diamond industry.

RITESH SHAH

Founder & CEO

With over 25 years of experience, Ritesh Shah brings rare depth in both the science and artistry of Diamond Design. He secured his first diamond faceting patent in 2006, engineering brilliance and proprietary cuts long before computational optimization existed. Holder of multiple patents across diamond shapes and faceting technologies, he continually thinks beyond convention. As the Chief Diamond Designer, Ritesh’s vision anchors ALTR’s philosophy: Technology Guided. Artisan Created.

Guided by Vision, Define by Excellence. Meet ALTR's Key Leaders

Black and white professional headshot of Neha Shah, COO of ALTR and GIA Graduate Gemologist. A strategic leader in the jewelry design industry with 30 years of experience, Neha oversees technology, production excellence, and innovation-driven design operations.
Black and white professional headshot of Neha Shah, COO of ALTR and GIA Graduate Gemologist. A strategic leader in the jewelry design industry with 30 years of experience, Neha oversees technology, production excellence, and innovation-driven design operations.
Black and white portrait of Pooja Mehta, CEO of POEM Solutions. An award-winning executive leading global operations and vendor management for ALTR, Pooja specializes in strategic problem-solving and large-scale international production systems.
Black and white portrait of Pooja Mehta, CEO of POEM Solutions. An award-winning executive leading global operations and vendor management for ALTR, Pooja specializes in strategic problem-solving and large-scale international production systems.

Neha Shah

Chief Operating Officer

With over 30 years of experience in the design industry, Neha Shah is the operational backbone of ALTR. As a GIA Graduate Gemologist, she leads the seamless fusion of technology, craftsmanship, and production excellence. Her innovation-driven approach has shaped landmark collections, including TYPE for J’EVAR, and earned her the Women's Jewelry Award. Quietly rigorous and deeply strategic, Neha’s leadership anchors ALTR’s precision, scale, and consistency.

Pooja Mehta

Chief Executive Officer, POEM Solutions

With a career rooted in operational excellence and strategic problem-solving, Pooja Mehta leads POEM Solutions, the engine behind ALTR’s global operations. From production and vendor management to cross-border coordination, she ensures precision at scale across ALTR’s international footprint. A Golden Girls Award recipient, Pooja brings disciplined leadership, deep industry insight, and an unwavering commitment to building systems that endure.