The Vero Diamonds experience

Like many men, Omar Merebi was overwhelmed when he started looking for an engagement ring for his girlfriend. But once he spoke with our founder, Ottawa jeweller Ali El Arbid, he was immediately put at ease. 

 “I was extremely nervous and lost, and Ali was able to flip all of those emotions and turn them into happiness and excitement,” Omar recalls. “He was so helpful and welcoming, and the ring … was stunning.” 

 Omar is not alone. Dozens of clients have told us how anxious they were about the process of shopping for jewellery—whether they were looking for an engagement ring, wedding bands or something else special—and how working with us made the experience easy, enjoyable and memorable. 

 Ali, who launched Vero in 2020 with an eye to modernizing the jewellery shopping experience, says it all comes down to our unique business model. We’re an appointment-only establishment and work with many samples to design your dream piece and then custom order all the components and craft the final product, rather than stocking several generic pieces. This allows you to get a superior product at a competitive price because you’re not paying for overhead like staff and the lights in jewellery showcases.

 “We’re doing something new and different,” says Ali, a certified gemologist who studied at the prestigious Gemological Institute of America and has more than 17 years of industry experience. “We’re giving you a local, personalized shopping experience and high-quality products at e-commerce prices.”  

 Here’s how we work with our clients to craft brilliant pieces and memories.

 Start browsing from the comfort of your home 

 If you’re shopping for an engagement ring, we encourage you to start by checking out our online, interactive Ring Builder to get an idea of what we can create, what you like and what our pricing is like. The builder allows you to select a setting and a diamond from our live inventory and view the final product. 

 We offer natural and lab-grown diamonds, moissanites and all types of precious gems. We only deal with certified diamonds, which come with serial numbers on them.

 After you use the Ring Builder, we invite you to make a one-on-one appointment to further discuss your options. If you’re not interested in trying the builder, we’re more than happy to set up an appointment right away.  

 A personalized shopping experience 

 You can book a consultation with us through our website or by giving us a call. When we initially connect via email or over the phone, we will have a discussion to get an idea of what you’re looking for so we can prepare for a face-to-face meeting.  

 We offer virtual and in-person appointments at our downtown Ottawa location. We strictly follow all COVID-19 protocols, and our office is very safe and secure. In fact, it’s in a government building that isn’t open to the public, so we will meet you at the front door. 

 When you sit down with Ali, he will show you several samples of rings and diamonds of various shapes, sizes and qualities. He will also use a magnetic ring builder to show you how the different combinations complement each other.  

 “It’s a pretty unique way of shopping for jewellery in Ottawa,” Ali says, adding that similar experiences can only be found in bigger cities such as Montreal, New York and Bangkok. 

 “We work with many different samples to find exactly what you’re looking for, and everything is customizable,” he adds. “We can go from the most intricate designs to the simplest of designs, but we’re here to make the process simple.”

 That was certainly true of Vik S.’s experience. “I had no idea where to start with so many style options, and [Ali] helped narrow it down and simplify how to select the setting and stone,” he says. “The whole experience felt very personalized and I’m glad I went this route versus ordering something online and not having a ‘go-to’ person and expert.”

 Ali adds that most people come in for two appointments, or have one in-person meeting and then work virtually. He will even send you photos and videos of diamonds to allow you to see their attributes up close and from every angle and to help you make your final decision. 

 Client Kyle Smendziuk was particularly pleased with the high level of customer service. “Ali consistently sent me photos throughout the process and also made time to meet me on weekends to accommodate my busy schedule,” he says. “You’ll get exactly what you want, with a better-quality stone, all the while at a better price.”

 Turning your dreams into reality 

 Once you’re ready to move forward, you will pay half of the cost up front. We will then source all of the components and our local goldsmith will craft your piece. It will be ready in about two to three weeks, at which point you can come in for the big reveal. 

 We’re confident you’ll fall in love with your creation, but it is exchangeable and refundable. You only complete the payment when you’re totally satisfied with your piece. “We always guarantee that you’re happy with the product,” Ali says.

 You will also walk away with a three-year manufacturer’s warranty on gold jewellery and a 10-year manufacturer’s warranty on platinum pieces. Lifetime inspections, cleanings and insurance appraisal renewals are also included in the cost. “We will take care of you for life,” Ali says.

 As client Christina Graham says: “The post-engagement service has also been great—Ali even picked up and dropped off my ring so I could get it cleaned recently!”

 For Ali, the proof of concept is in his clients’ satisfaction and praise. “An engagement ring is a significant, once-in-a-lifetime purchase, so we want to give people the ultimate experience,” he says. 


Contact us today to get the Vero experience.