Family members of Cloud9 founder Karina Yudelson have been active in the traditional diamond trade since 1992, and have an office in the most famous diamond district in the world, on 47th Street in Manhattan. When she went to Israel in 2019, Karina became increasingly involved – inspired by her family history – with lab grown diamonds. Her own desire to enter the future-oriented diamond business grew. Fundamentally changing the diamond market became Karina's mission, and combining beauty with sustainability seemed to be the right way.