The Sparkling Story of OMI Jewelry: Where Family and Luxury Meet in the Diamond District

The Diamond District in New York City is a place where family traditions and luxury intersect, and OMI Jewelry is a shining example of this union. Founded by the Matatov family, OMI Jewelry has grown from a small booth on Canal Street into a respected name in fine jewelry and luxury watches. For Jonathan Matatov, the heart of the business lies in working with his family, an experience he describes as priceless.

A Family Legacy in Jewelry

The story of OMI Jewelry begins in 1991, when Alexander Matatov, Jonathan’s father, opened a modest jewelry booth on Canal Street. With determination and a vision for success, Alexander expanded to multiple locations before moving to Manhattan’s 47th Street in 2004. Today, the family operates out of a modern showroom on 46th Street in the Diamond District, where they offer a wide range of products, from Rolex watches to engagement rings.

The company’s evolution reflects their commitment to growth and innovation. Initially a wholesale business under the name JD Watches, the family launched OMI Jewelry in 2013 to expand into the retail market. The name “OMI” has a heartfelt origin: it comes from Naomi, Jonathan’s niece, who as a child couldn’t pronounce her name fully and referred to herself as “Omi.”

A True Family Affair

At OMI Jewelry, family is not just a buzzword—it’s the foundation of their success. Jonathan works alongside his parents, his brother Robert, and three cousins, making it a truly family-run operation.

“The pro is you work with people you already know and trust, and you already have a relationship with,” Jonathan says. “I wouldn’t really say there are any cons just because you get to see your family every day. Especially in a business like this, family is important. You have to work with people you trust.”

This close-knit dynamic allows OMI Jewelry to offer customers a personal and trustworthy shopping experience, whether they are looking for a luxury watch or an engagement ring.

The Diamond District Advantage

Operating in New York City’s Diamond District provides OMI Jewelry with unique opportunities. The vibrant environment is constantly buzzing with new people and stories, which Jonathan finds particularly inspiring.

“Every day, something new happens,” he says. “It’s not just about buying a Rolex; it’s about the experience that comes with it.”

While the Diamond District is known for its traditional focus on jewelry, Jonathan notes that watches have become increasingly popular, with brands like Rolex, Audemars Piguet, Patek Philippe, and Cartier among their bestsellers.