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Legemdary – revolutionizing the diamond industry

Photo Credit: Legemdary
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ASBURY, NJ-, a startup launched in May 2017, is disrupting the diamond industry with a first of its kind, wholesale direct to consumer reverse-auction platform. brings together a global network of diamond wholesalers who compete and bid, against each other providing consumers the best prices on loose diamonds for engagement rings. Since its launch, has delivered the most dynamic pricing of their competitive set including James Allen, Blue Nile and Ritani.

Photo Credit: Legemdary is the only wholesale direct to consumer platform in the diamond industry which provides consumers a real time tool to select their diamond, and their ring setting – from wholesale suppliers, closest to mines, who provide the lowest price for their GIA-certified diamond.

The site’s founders Justin Insalaco, Jason Elhomsi and Matthew Roselli launched the company with the mission to bring diamonds to the people on the most direct route from the mines. “For years, the internet has put people as close to the manufacturers and sources of products as possible in so many areas, but for decades, the retail diamond customer has always had to purchase stones that have been passed through countless middlemen, each taking substantial mark ups,” said BOA Chairman Hugh Treadwell, a pioneer of bringing diamonds to luxury cruise lines.

Treadwell continued, “We don’t think that makes sense anymore and we have an ever growing number of true, highest up the chain, wholesale partners who agree. They want to sell as many diamonds as possible and are willing to bid their lowest prices on the exact GIA-certified diamond our customers want.”

Photo Credit: Legemdary

Legemdary is the only platform of its kind, not just a true wholesale direct to consumer model, but also a reverse-auction model that allows wholesalers to compete for customers and ensure the lowest price. Once a customer submits their diamond ring specifications, diamond wholesalers submit their best price offer on the specified diamond. Legemdary is about creating this value, by spending less on your ring and more on your moments.

The team has made significant strides in Q4/17 by adding a deep bench of corporate advisers including the hiring of Hollywood publicist Marcel Pariseau (whose clients include Scarlett Johansson and Kristen Bell) and Brand Consultant Pamela Henning former SVP at Fox. The company also received their first notable endorsement on Instagram from the recently engaged UFC fighter Corey Anderson, in addition to media coverage from Forbes and the Asbury Park Press.


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