In 2010, Allurez was founded by Raphi to make the jewelry shopping experience special once again. He discovered that most jewelry sold in stores was made overseas with inferior quality to jewelry made in the USA, and was also sold at extremely high prices. He then decided to launch Allurez for the jewelry customer to go directly to the source. By doing this, Allurez revolutionized the jewelry shopping experience with exceptional quality at affordable prices. This brand is customized for its consumers, filled with true and sentimental value.