Meet the visionaries and experts guidingHELOIS DIAMONS to new heights of excellence.
Founder
Mr. Keyur Shah has been a part of the industry since 1990, beginning his career in Mumbai where he developed strong expertise in assorting at a young age. His dedication, eye for detail, and ability to adapt quickly led him to transition into sales, where he rapidly rose to become one of the firm’s top performers. Recognizing his exceptional talent and leadership potential, the company entrusted him with the responsibility of establishing and managing a subsidiary office in Thailand—an unfamiliar market at the time. Starting entirely from scratch, Mr. Shah successfully built the new office into a thriving operation, expanding the firm’s reach and strengthening its reputation in the global marketplace.
In 1995, after gaining extensive experience and industry insight, Mr. Shah stepped out of his comfort zone to establish his own company, Sukiru Exports. Through this venture, he built lasting business relationships with clients across the world, guided by a philosophy rooted in trust, consistency, and integrity. His distinctive style of combining entrepreneurial drive with a focus on collaboration enabled Sukiru Exports to expand at a sustainable pace while maintaining the highest standards of quality and service. Under his leadership, the company has steadily grown into a respected global player, recognized for its reliability and commitment to excellence.
Founder
Yash Ashar, the founder of Helois, began his journey in the diamond industry at a remarkably young age, driven by an innate curiosity for precision and an admiration for the timeless allure of natural gems. Certified by the International Gemological Institute (IGI), he built a solid foundation in diamond grading, assorting, and valuation — skills that would later define his approach to business. His early years were spent deeply immersed in the trade, where he learned to appreciate not only the science behind a diamond’s brilliance but also the trust and responsibility that define true craftsmanship. Guided by this understanding, Yash developed a clear vision — to create a diamond company that blends authentic sourcing, technical mastery, and ethical integrity in equal measure.
With that conviction, he founded Helois, a firm dedicated to excellence across every facet of the trade — from rough and polished natural diamonds to sustainably produced lab-grown stones. Under his leadership, Helois has built strong sourcing relationships across the Gulf, Europe and Africa, developed partnerships with skilled polishers and graders, and established a reputation for reliability, transparency, and innovation. Yash’s philosophy is rooted in the belief that true success lies in earning trust before profit — a principle reflected in every transaction and relationship Helois builds. By combining youthful perspective with a disciplined business ethos, he continues to steer the company toward global recognition, ensuring that each Helois diamond tells a story not just of brilliance, but of honesty, purpose, and enduring value.