Executive Summary
Solitaire x Alex Armen is a Toronto-based custom jewelry design studio that produces one-of-a-kind products focused on the individual, personalization, quality, and iconic style.
1. Fundamental Business Philosophy and Value Proposition
Personalization, artistic integrity, and craftsmanship are the pillars of Solitaire x Alex Armen’s brand identity.
1.1 Individualization and Teamwork
A unique experience working with the designer Alex Armen is the core of the business.
Direct Artist Collaboration: Clients collaborate with the artist and designer Alex Armen to realize their vision.
Exclusive Designs: The service is set as an alternative to jewellery that comes off the shelf.
Storytelling with Jewellery: The company believes that jewellery is not just an object, but a part of your own style, personality, and narrative.
1.2 Design Spirit and Artisanship
The studio’s design philosophy is geared towards timelessness and the beauty of the materials involved.
Design Principles: Designs are crafted thoughtfully.
Artisanal Skill: The artisanal skill combines traditional craftsmanship with modern techniques.
Attentive Craftsmanship: Every process is performed with attention to detail.
1.3 Commitment to Quality and Authenticity
One of the pillars of the brand is its commitment to quality in the materials and business operations.
Material Sourcing: The company uses ethically sourced and lab-grown diamonds.
Transparent Costing: The brand runs on the values of integrity.
Authenticity: Designs are rooted in tradition.
2. Products, Materials, and Services
Solitaire x Alex Armen offers a variety of custom jewellery products, all made with high-quality, carefully selected materials.
2.1 Primary Offerings
The studio focuses on producing a range of custom jewellery.
| Product Category | Description |
| Engagement Rings | Custom, exclusive, handmade designs—a truly brilliant expression. |
| Earrings | These are individual earrings meant to shine on any occasion. |
| Necklaces | From minimalistic diamond pendants to structured gemstone pieces. |
| Wedding Bands | Detailed, thoughtful designs symbolizing lifelong devotion. |
2.2 Materials
The end product depends directly on the choice of materials.
Diamonds: Diamonds are ethically sourced and lab-grown, and are GIA graded.
Gemstones: Selected for clarity, color, and uniqueness.
Gold & Metals: Finest gold in yellow, rose, or white; also platinum and silver.
3. Company History and Impactful Events
Solitaire was established in 1983 and has over 30 years of experience in the jewellery business, specializing in customization.
| Year | Milestone |
| 1980 | The Solitaire founder goes to Canada. |
| 1983 | Solitaire opens in downtown Toronto. |
| 1990 | Switches to jewellery manufacturing for major retailers. |
| 1992 | Specializes in custom jewellery. |
| 1997 | Creates movie props for Toronto-based films. |
| 1999 | Sources exquisite natural diamonds directly in Europe and the USA. |
| 2002 | Alex Armen joins, introducing digital design and 3D printing. |
| 2014 | Acquires fine gemstones cut in Idar-Oberstein, Germany. |
| 2023 | Celebrates 40 years and renews quality-focused philosophy. |
| 2024 | Valentine’s Day (CP24 Breakfast) media appearance. |
| 2025 | Featured by QuickBooksCA, launching a made-to-order online boutique. |
4. Transparent Cost Structure
The detailed, transparent cost breakdown for bespoke items is available from Solitaire x Alex Armen.
4.1 Cost Components
The ultimate cost of an artwork is calculated by adding together several elements:
Gold Cost: Includes refining, casting, and quality assurance.
Design & Labor: Covers design, modeling, goldsmithing, and appraisal.
Main Gemstone Setting: Cost to have the principal gemstone set.
Smaller Diamonds & Setting: Additional charge for accent stones used in design.
5. Testimonials and Client Reputation
The company has strong positive client feedback, which strengthens its reputation.
5.1 General Score
EXCELLENT rating with 415 confirmed Google reviews.
5.2 Key Themes from Reviews
Impeccable Artistry: Stunning workmanship beyond expectations.
Professional and Caring Service: Alex and Arbi were described as attentive and knowledgeable.
Smooth Design Experience: Stress-free, enjoyable process.
Vision Realization: The team brings client visions to life—and surpasses expectations.
5.3 Representative Quotes
- “I had an idea in my head, and not only did they make it come true, but they also surpassed my expectations.”
- “These rings are not ordinary pieces of jewelry but works of art that carry a lot of meaning to us.”
6. Frequently Asked Questions and Educational Material
The company offers learning materials to help clients make informed choices.
6.1 Diamond and Gemstone Information
The 4 Cs: Carat, Cut, Color, Clarity—scientific and layman explanations.
Diamond Buying Considerations: 4 Cs, certification, price, shape, ethical sourcing, etc.
Gemstone Buying Advice: Type, color, cut, carat, treatment, origin, and symbolism.
Lab vs. Natural Diamonds: Differences in formation, price, and long-term value.
6.2 Frequently Asked Questions
Popular Designs: Solitaire, hidden halo, cluster, vintage, and organic designs.
Methods of Payment: All major credit/debit cards, as well as wire transfers, are accepted; no cash or cheques.