Itay Malkin moved to New York in 2002 with the dreams of a career in custom jewelry. Not only does Itay Malkin now make his own custom jewelery, but he has set a trend by using rough-cut black diamonds in his creations. Using rough-cut black diamond beads to design custom pieces, Itay's creativity took off creating raw and elegant pieces that gained immediate popularity and has had a significant influence in the movie and television world. Sarah Jessica Parker can be seen wearing his pieces such as a strand of black diamond beads throughout the new Sex and the City movie, as Itay Malkin collaborated with Sex and the City stylist Patricia Fields creating a new line. Vanessa Williams can be seen in his rough black diamond inside out hoop earrings, Rachel Ray with a black diamond bead necklace and earrings, Adrien Grenierin in this seasons finale of Entourage also with a strand of black diamonds and Sandra Bullock on the cover of Glamour magazine with a black diamond necklace.