Suashish Diamonds Limited and Star Diamond Group USA have joined together to form a new jewelry company, SuashishStar.

Suashish Diamonds, a DTC sightholder based in Mumbai, will continue to sell independently, as will the non-U.S. offices of Star Diamond Group, which are not connected with the new venture.

The two firms have worked closely for over a decade, making this a “marriage of love” rather than a “marriage of convenience,” says SuashishStar CEO Nicky Polak.