Moti Ferder has been immersed in the diamond industry from a very young age. His family’s diamond business, which was established in Antwerp, Belgium in 1965, provided Ferder with extensive gemological training allowing him to develop his skills and become a highly specialized diamond cutter. Due to his vast experience in the family business, Ferder has unparalleled insight into the diamond and jewelry industries. This knowledge contributed to his success in establishing Lugano Diamonds as one of the finest jewelers in the world.
Under his leadership, Lugano Diamonds opened its Newport Beach, California – based grand salon and headquarters in 2005. In years since, Moti Ferder has built a talented sales team while personally managing all aspects of the company’s business. In 2013, given the success of the grand salon, he opened a second location at Montage Laguna Beach and most recently, a salon in Aspen, Colorado.
As design director of the company, Moti Ferder serves as the creative force behind Lugano’s spectacular, one-of-a-kind pieces. His jewelry designs have earned him recognition from luxury publications world-wide. In 2013, Ferder’s use of zirconium was honored with Robb Report’s ‘Best of the Best’ award, and in 2014, the publication recognized Lugano Diamonds’ remarkable designs again in its coveted Ultimate Gift Guide. Ferder’s expertise is frequently referenced in leading jewelry publications as well.
How did you get started?
I began my career as a diamond cutter. Diamond cutters are specially trained and use specific tools, from traditional tools like hand held measuring gauges to state of the art optical and laser equipment to cut and polish the diamond, then shaping and polishing the cut stone into a piece suitable for fine jewelry.
What inspired you to start this business?
I have always had a love and passion for design. I studied architecture early in my career and as I developed a more advanced knowledge of the diamond and gem industry, I decided to make this my vocation.
How do you make money?
We make money by creating wearable and timeless works of art. Every piece is unique and our customer relationships are based on trust.
How long did it take for you to become profitable?
We were blessed to immediately profitable. I know not every business can say that and we are extraordinary grateful for our early success, which has continued to the present day.
When you were starting out, was there ever a time you doubted it would work? If so, how did you handle that?
I guess you can say I was born with a great deal of self-confidence, I never really doubted we would be successful. We have an amazing team of professionals who care about creating lasting customer relationships.
How did you get your first customer?
Our first customer came from an introduction / referral from a mutual friend.
What is one marketing strategy (other than referrals) that you’re using that works really well to generate new business?
For Lugano Diamonds, community outreach has been a very successful marketing strategy. We are active with a number of local philanthropies and believe that with great wealth comes great responsibility, so we do our part to help those less fortunate.
What is the toughest decision you’ve had to make in the last few months?
I make tough decisions every day. From hiring to design decisions, I like to be involved in most every aspect of our business.
What do you think it is that makes you successful?
The qualities that make me most successful is determination and persistence.
What has been your most satisfying moment in business?
We have been the diamond jeweler of choice for some of the most successful celebrities, athletes and executives. But I am always looking forward to my next sale.
What does the future hold for your business?
Growth! A new generation of consumers from Asia, especially India and China, along with the United States are going to be a very important part of the growth story for the diamond industry over the next several years. Millennials are expected to further boost the diamond industry.
What are you most excited about?
I am a perfectionist. It is probably why I love the business of diamonds where flawless is an attainable goal. We are most excited about perfecting our way of doing business.