The idea for Dalyah was fashioned as the first retail venture of Protea Diamonds in New York City. Dalyah provides customers with unique designs using diamonds directly from the source and ensures the utmost quality of each piece of jewelry, at a great value. Customers are able to identify the history of the stone they are buying, with the comfort that it is conflict-free. Dalyah not only provides customers with already beautifully designed pieces, but the option of customizing a piece of jewelry, like an engagement ring, by selecting a stone, setting. Dalyah offers chic designs, ranging from traditional to edgy and modern pieces, as well as a devotion to the quality of the diamonds and uniqueness of the item.

About Dalyah Duek-Flaks

In 2007, Dalyah relocated from South Africa to New York with her husband and two children. For 10 years prior, she worked for Protea Diamonds in Johannesburg, the parent company of the Dalyah store. Protea Diamonds is a family run business headed by Dalyah's father, Moshe Duek. The company has been in operation for 30 years and has established itself as one of the largest private international diamond companies, with several offices around the world. Protea Diamonds deals in rough and polished diamonds, finished jewelry and other gemstones.

Dalyah launched and managed the wholesale jewelry division of the company, which supplies the majority of leading jewelry stores throughout the country. She has always had a strong mind for business and is passionate about the jewelry industry. Dalyah graduated from The University of South Africa with a Bachelor of Arts degree in Industrial Psychology and History, and has a post graduate degree in Marketing and Advertising. She advanced into the diamond industry after a few years as a qualified modern dance teacher and personal trainer.

Dalyah's great passion and Protea Diamond's prominence in the field, lead to the development and concept for Dalyah, opening the first retail store in New York in March 2009.