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54 www.thejewelrybook.com The Jewelry Book recently sat down with Simon Makhlouf of the brand Eli Jewels to speak about the company's "Point of Love" collection which – through the use of high quality precious gems and diamonds – focuses on the idea that beyond loves surface lies a point of love. TJB: Simon, thanks fi rst for agreeing to being interviewed by us today. The ques- tion we'll start with is this: what was the initial inspiration behind the "Point of Love" collection? SM: The inspiration for the Eli Jewels "Point of Love" collec- tion is simple: the term often used when referring to that ultimate moment two people connect, and do so as a lifetime commitment, is often called a couple's "point". This "point" is ultimately when two people come together as one to start the journey that will last them for the rest of their lives. TJB: Why do you feel that your brand's "Point of Love" collection like no other collection of engagement rings on the market today? SM: We feel that the "Point of Love" collection not only repre- sents the commitment that all en- gagement rings represent – which is the promise that two people will share a lifetime together – but we also see these rings as a constant reminder of the point in which a certain promise and commitment was made by two people. The connected points represent the when, where, and how a love started and where that love intends to go. TJB: So, with the two diamonds or pre- cious gemstones being set in a way that is point to point, what do you see as the connection between the two? SM: Where the culets connect says everything, in the same way that two people who are meant for one another connect. No commitment has more importance than the original moment of connectivity. TJB: Who would you say is your "Point of Love" client? SM: Those who believe in some- thing deeper than tradition; who see the symbolism in their connec- tion and who want to be reminded of that commitment daily. TJB: How does Eli Jewels support the retailers that carry the "Point of Love" collection? SM: We support our retailers by offering full displays and mar- keting materials as well as online catalogs in order to aid our part- ners through both education and inspiration; two things that will help them to train their staff on what key words will work when it comes to offering the "Point of Love" collection to those couples looking to signify their commit- ment through symbolism and sta- bility. www.elijewels.com 201.291.4200 I N T E R V I E W S I M O N M A K H L O U F Point of Love Q A + The Jewelry Book interviews Simon Makhlouf of Eli Jewels.

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