Today we’d like to introduce you to Aqil & Zahra Yahya
Aqil & Zahra, we appreciate you taking the time to share your story with us today. Where does your story begin?
We immigrated to the U.S. from Pakistan in the 90s with big dreams and very little in hand. After getting married, we started Diamonds Unlimited in 1995. In the beginning, it was just the two of us — working long hours, learning, and building everything from the ground up. There were many challenges along the way, but with patience, hard work, and faith, we kept going. Every success and every setback taught us something and made us stronger. Over the years, we’ve been blessed to grow and earn the trust of our customers. Today, one of the greatest joys for us is seeing our eldest daughter, Fatima, join us in the business and continue what we started all those years ago. It’s a reminder that with dedication and belief, dreams really do come to life.
Can you talk to us a bit about the challenges and lessons you’ve learned along the way. Looking back would you say it’s been easy or smooth in retrospect?
There have definitely been many struggles along the way. In the beginning, one of the biggest challenges was finding reliable employees we could trust — in this business, trust is everything. Security has also always been a concern; having a jewelry store comes with constant responsibility and the need to stay vigilant. On top of that, figuring out how to streamline the business, manage inventory, and keep up with changing trends and customer needs was something we had to learn step by step. Even after all these years, every day brings a new challenge — whether it’s adjusting to new technology, market shifts, or just the day-to-day decisions of running a store. But with every challenge, we’ve learned, adapted, and grown stronger.
Appreciate you sharing that. What should we know about Diamonds Unlimited?
Diamonds Unlimited was established in 1995, and over the years, we’ve been proud to grow into a trusted name in the community. We specialize in fine jewelry, precious gemstones, and carry well-known watch brands like Citizen and Bulova. In addition to our selection, we believe in offering services that make things easier for our customers — we provide same-day in-store repairs and resizing, so people can leave with their jewelry ready to wear. We also offer insurance appraisals and flexible financing options, including interest-free financing with approved credit and no credit check financing for those who need it. For extra peace of mind, we offer jewelry insurance for all items, available for additional purchase. Our goal has always been to not only sell jewelry, but to build long-term relationships with our customers by offering trust, convenience, and care.
What truly sets us apart is that we’re a small, family-owned, independent business — and we’ve been fortunate to have loyal customers who have trusted us for almost 30 years. We’re not just about making a sale; we treat every customer like family and take the time to understand what they’re looking for. We have a unique sales model that focuses on personal attention and building long-term relationships, not just transactions. We also specialize in custom designs, working closely with our customers to bring their vision to life, whether it’s for an engagement ring, a special gift, or a one-of-a-kind piece they’ve been dreaming of. At the end of the day, it’s that personal connection and trust that sets us apart from the larger chain stores.
Have you learned any interesting or important lessons due to the Covid-19 Crisis?
COVID-19 taught us so much — both personally and as business owners. The biggest lesson was learning how to adapt. The world changed overnight, and we had to quickly figure out new ways to stay connected with our customers, even when our doors were closed. We learned to be flexible with the way we do business — offering virtual consultations, adjusting our inventory, and making sure our services could meet people’s needs in uncertain times.
We also realized the value of community more than ever. Our loyal customers continued to support us, and that reminded us how important relationships are in business. It wasn’t just about sales; it was about trust, and showing up for each other when things got hard.
COVID also taught us the importance of resilience — that challenges will come, but with patience, creativity, and faith, we can get through anything. It made us stronger, more mindful of our customers’ evolving needs, and even more grateful for the small business we’ve built and the people who’ve stood by us through it all.
Pricing:
- Fine jewelry; $200 and up
- Watches: $150 and up
- Repairs: $20 and up
- Appraisals: $100 per item
Contact Info:
- Instagram: https://Www.instagram.com/diamonds_unlimited
