Swiss jewelry firm De Grisogono was founded in 1993 by Fawaz Gruosi and two associates. The name De Grisogono is the maiden name of the mother of one of the other founders. The first store was opened at 104, rue du Rhône in Geneva. That store sold jewelry and objects d’art and just four years later a boutique was opened in London. Timepieces became an important part of the business so much so that the company launched ‘Instrumento N° Uno’ in 2000. They continued the focus on high jewelry with the use of Colored diamonds like black diamonds which were rarely seen in fine jewelry at this time. The brand’s success grew steadily and they expanded globally opening boutiques in Paris, Rome, Gstaad, Dubai, Korea, and New York.