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Raphi Mahgerefteh headshot
Winner Tag

Location: Great Neck, NY
Founded: 2010
Industry: Retail

2-Time Winner


Raphi Mahgerefteh
Founder and CEO


When Allurez was founded, its mission was to offer a selection of fine jewelry, and to make it accessible to customers who might not otherwise have the opportunity to purchase it. Today, Allurez is one of the biggest online jewelry companies in the world, and offers a large selection of engagement rings, wedding bands, fashion jewelry and watches, all made in the U.S. Allurez founder and CEO Raphi Mahgerefteh says the company’s beautiful and high-quality selection has been its key to success.

Quick Tip: “[Don’t] hold on to bad employees.”

Finding and maintaining the right talent has been one of the biggest challenges for Allurez since its founding. To meet this challenge head on, the company has adopted a new philosophy. Instead of allowing bad employees to stay with the company, Mahgerefteh has learned to fire fast, and not hold on to employees who aren’t performing well. This has helped Allurez create a team that Mahgerefteh describes as a major contributor to the company’s growth. Over the next five to 10 years, Allurez hopes to become the most recognized jewelry brand in the world.