By  on October 4, 2017

LONDON — British jeweler Vashi is looking to demystify diamond buying and change the way consumers shop for the precious rocks with a new store on Piccadilly that’s focused on inclusion and personalization.

Vashi Domínguez, whose background is in diamond wholesale and retail e-commerce, has teamed with James McArthur, the investor and longtime luxury goods executive, on a retail concept that allows customers to compose or design their own diamond jewelry, and take part in the process of creating it.

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