Wisconsin jewelers are banking on brilliance, one gem at a time

Soha Diamond Co. is one of four businesses to win U.S. Bank and Elavon’s Small Business, Big Ambition contest in 2025

High school sweethearts turned entrepreneurs Soha and Aubree Javaherian are offering a fresh take on what it means to be a jeweler. 

With roots stretching back 10 generations of jewelers in Iran on Soha’s side of the family, the pair say they’ve focused on elevating the experience of couples looking to find that perfect ring with their Madison, Wisconsin-based business, Soha Diamond Co.

“What makes our business so unique here in Madison is that we’re by appointment, which might seem a little strange at first to make an appointment to see a jeweler,” said Soha, who added that they are focused on engagement rings and wedding bands that use sustainable and ethically sourced gems or lab-grown diamonds. “It’s like this for a reason, because all the rings are made to order and the process is focused on educating the client.”

Soha and Aubree, who were recently named as one of four winners of U.S. Bank and Elavon’s Small Business, Big Ambition contest, recently moved into an expanded space with a bigger showroom where couples can browse, learn about different metals and gemstones, and more. Elavon is a U.S. Bancorp subsidiary and a payments processing company.

“U.S. Bank has played a tremendous role in our steady growth over time,” said Soha, who works as the gemologist while Aubree designs the rings. “I’ve been a U.S. Bank customer since I was a teenager, and the bank has been a constant resource for us to answer any questions we have. They are people that we trust, we care about, and they care about us.”

Small Business, Big Ambition is designed to support small business owners and provide essential resources, financial products and community support. Winners also receive a gift card to invest in their business, which recently increased to $3,000.

Soha and Aubree, whose last name means “family of jewelers” in Farsi, plan to use their winnings to purchase a jewelry-specific camera to capture client rings before delivery. It’s another touch that the Javaherians hope will elevate the client experience. Through it all, they said, they leaned on U.S. Bank to help them meet their financial needs.

“We really rely on U.S. Bank to help us bring ways we can help manage cash flow, manage expenses and utilize credits and different products that U.S. Bank has to satisfy the needs of businesses like ours that are growing slowly over time and that have complex needs based on the uniqueness of our business,” Soha said.

The other winners of Small Business, Big Ambition are LivisParty Design, a party and event décor business in San Dimas, California; Good American Barber in the Chicago area; and Atlanta-based COVEDOZA, which designs apparel and accessories.

Applications are being accepted through Dec. 31, 2025, for the next round of Small Business, Big Ambition. Small businesses do not need to be a U.S. Bank client to apply. 

“To be able to help support and showcase small businesses from across the country in this way as they work to grow in a way that is meaningful,” said Gus Fernandez, a vice president of marketing focused on fostering relationships between businesses and clients. “Running a small business isn’t easy, and we want to empower business owners with the tools and resources they need to grow and thrive.”

As for the Javaherians, they said they’ll continue to focus on their clients as they build their life together.

“In the business we’re in, there’s a lot of trust that is required,” Aubree said. “Rings are expensive … and are something that will be with them for the rest of their lives. So, it's important to have trust not only for the production and quality of the ring, but also in us."

For more about Soha Diamond Co. watch the video above.