Bez Ambar started his career as an artist from an early age. He moved to London and studied painting and sculpture. He applies his classical artistic training to all his designs, using gold as his canvas and diamond as his palette.

In 1979, Bez conceived of a square-shaped diamond with faceting to rival the round brilliant. Bez used his artistic intuition, directing diamond cutters through a long process of trial and error. The result: the modern Princess cut diamond.