With his vision for diamonds, Mathurbhai Sojitra founded Mani Group, transforming it into a global leader. Now, the next generation continues his legacy with Elrock Jewels™, bringing modern luxury and craftsmanship from New York to the world stage.

An enduring passion for diamonds has shaped Mathurbhai Sojitra’s journey since he left his village of Dhari, Gujarat, at the age of 14. Arriving in Surat, India’s diamond capital, with nothing but determination, he quickly immersed himself in the art of diamond cutting and polishing. Those early years were marked by long hours and hard work, but for Mathurbhai, it was never just a job—it was a calling. “Diamonds have always fascinated me,” he recalls. “I would study their cuts, their clarity, and their beauty, and I knew that my future was in this craft.”

After four years of rigorous training, Mathurbhai took a bold step. With just a few polishing wheels, he founded Mani Export in 1971, transforming a small workshop into a thriving business known for quality and precision. His vision was clear: to create diamonds that were not only flawless in form but rich in story. It was a journey that paralleled the transformation of a diamond itself—honed from rough beginnings into a polished gem. “I knew that working with diamonds was my purpose, and I pursued it with everything I had,” he says.

As the business grew, Mathurbhai’s determination took him beyond India’s borders. His first trip to Antwerp, Belgium, opened new avenues, bringing Mani Export to the global stage. It was a time when the world’s most discerning buyers began to recognize the unmatched quality of Mani’s diamonds. This international expansion marked a new chapter for Mani Export, with offices in New York, Hong Kong, and Dubai following soon after.

Mathurbhai’s entrepreneurial spirit and unwavering standards set the foundation for Mani Export’s transformation into a family-run global enterprise. His sons—Anil, Alpesh, and Chetan—joined him, bringing with them a drive for innovation and a desire to carry their father’s legacy forward. They expanded the company’s reach, building partnerships across the USA, Europe, and Asia, and established new ventures like Mani Jewel, which brought the artistry of diamonds into fine jewelry manufacturing.

Today, the third generation, led by Neet and Dhyey, is shaping the future of Mani Export. With a focus on embracing new technologies and sustainable practices, they are redefining what it means to be a leader in the diamond industry. Digital transformation has become a key part of their strategy, with e-commerce platforms and modern marketing techniques helping to bring Mani’s brilliance to new audiences.

For Mathurbhai, seeing his grandsons take the helm is a source of pride. “I see the same passion in them that I had when I started,” he reflects. The Sojitra family's journey, from a small village in Gujarat to a global name in the diamond industry, is a story of resilience and vision. It is often said that the brilliance of a diamond is a reflection of the journey it has taken—cut, shaped, and polished into something extraordinary. The same could be said of the legacy Mathurbhai has built.

Now, with operations across cities like Mumbai, Dubai, Los Angeles, and beyond, Mani Export continues to be a name synonymous with excellence and luxury. Six decades since its founding, the company remains at the forefront of the diamond world, blending tradition with innovation. And while the business has grown, the values instilled by Mathurbhai Sojitra—integrity, craftsmanship, and an enduring love for diamonds—remain the guiding force, ensuring that Mani Export continues to shine brightly on the world stage.