Tony Florida

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Tony Florida is an American entrepreneur. Tony started The Diamond App in 2017 and is based in Baltimore.[1]

Tony Florida,  of The Diamond AppTony Florida, of The Diamond App


The Diamond App




Early Career

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The Diamond App

Tony started The Diamond App in 2017. They detail the beginnings of their company in their Starter Story interview: [1]

Q: How did you get started on The Diamond App?

The idea for The Diamond App started when I was engagement ring shopping for my girlfriend. I knew nothing about diamonds except that they were expensive.

With zero knowledge about diamonds, I went to a local jewelry store and looked at some diamonds. I went home and discovered that I could find an equivalent diamond online for thousands of dollars less. This is when I learned that buying a diamond online is much cheaper than in a brick and mortar store thanks to significantly less operating expenses with an online business.

I also wanted to find the most sparkle for my budget, so I spent weeks researching the 4 c's of diamonds: cut, color, clarity, and carat. I stumbled upon other lesser known factors that affect light performance of a diamond such as pavilion angle and depth percentage.

After learning the exact properties and proportions that allow for the most sparkle (i.e. allow the diamond to reflect the most light), I wrote a software program that essentially picked out a sparkly Blue Nile diamond within my budget.

I finally had a perfect sparkly diamond, but I hesitated to buy it because, well, it was still going to be the most expensive purchase of my life. My hesitation paid off when I woke up one morning to find that the price of the diamond dropped by $633 overnight. That price drop put me over the edge and I bought it right then and there.

After discovering that diamond prices are not set in stone, The Diamond App was born. I used my software engineering background to develop the website in a matter of a few months. I was working at a hedge fund at the time and found a lot of parallels between tracking stock market prices and diamond prices.

I started out partnering with on one online jeweler, Blue Nile, which is where I bought my engagement ring from. To date, I am working as an affiliate for six jewelers where I earn on average a 5% commission for any sales that I drive to their stores.

Source [1]



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