Difference Inc. was incorporated by Malini Shah in the year 2001. Malini Shah holds a bachelor’s degree in Arts & Child education. She is an Accredited Jewelry Professional (AJP) from Gemological Institute In NewYork.In addition to running a successful jewelry business, Malini is the founder of Nritya Kala Kendra, Inc., and Indo-American Arts and Cultural Forum, a cultural organization dedicated to preserving and promoting the ancient and modern arts of India.  Culture through workshops, lectures, hosting children’s day at the Consulate General of India Newyork. International Children's Day, International Day of Yoga and many other events.

Malini’s passion towards art and her husband’s experience in the diamond trade for more than 20 years inspired her to incorporate this company. She runs this company independently with support from her vendors and loyalty of her customers. Since incorporating this company and till date Malini has been able to provide exceptional savings and personalized service to customers who have purchased jewelry items from her.


Most of the jewelry items offered on our web site under Jewelry & Bridal Jewelry category are put into production once a customer places an order on the same. Under the Diamonds category we offer a list of GIA certified diamonds in different shape, size, color & clarity. Under the Fashion Jewelry category we offer jewelry items that are perfect gift ideas &/or substitute to higher priced jewelry items.


Our primary goal is customer satisfaction. We don’t want any of our customers to get an item that is not to their expectation. Due to the nature of our operation we don’t allow returns on purchase made from the Diamonds & Bridal Jewelry categories. Jewelry items purchased from our Jewelry & Fashion Jewelry categories are eligible for return. Please visit Before You Buy & Customer Service pages for more information.


 We want to thank you for visiting our web site and taking the time to know about us as we know there are numerous online jewelry stores for you to browse and purchase what you are looking for. It would be our pleasure to get feedback from you with any questions/comments/suggestions on items offered on our web site.