John Paul and Eloise DeJoria hosted a party to celebrate the introduction of DeJoria.com to the United States market. John Paul, a serial entrepreneur, is also the man behind John Paul Mitchell Hair Systems and Patron Tequila.

DeJoria.com sells non-conflict diamonds and diamond jewelry over the internet. John Paul believes he is protecting the poor African miners by selling only certified non-conflict diamonds. Furthermore, he is so confident that his prices are the lowest available that he invites the consumer to shop around and try to match his prices for this quality jewelry.

As a special treat the celebrity guests were served the new high end DeJoria Champagne. Of course, there were ice fountains for Patron Tequila and Pyrat Rum.

The guests were awed by the amazing jewelry on display and were assured that the prices were the best available for comparable pieces. It looks like DeJoria has successfully launched another great consumer business.