Effy Hematian founed Effy Jewelry in 1979. The company began as a manufacturing jeweler who designs and manufactures jewelry in New York and trades it through the internet and retail partners. Effy designs offer jewelry incorporating rubies, sapphires, emeralds and diamonds. As the companies presence in jewelry grew the expanded to their own stores opening three on Princess cruise ships in October of 2014. In August 2016, Effy Hematian led a group of investors to buy a building in the Garment District of New York city for $50 million and relocated the company’s offices to the building.