A Family Legacy
Established in 1972 as a family business, East Continental Gems spans generations of expertise. Fifty years later, ECG is now a fifth-generation family business: a luxury jeweler, world-renowned for its craftsmanship, innovative design, curation of rare gems, and creative excellence.
ECG was founded by Eli and Susan Mirzoeff, a husband and wife who pulled from their families’ and their own experiences, building a business that never stopped exploring and never left its values behind. As ECG boldly innovated, finding new opportunities to offer stunning designs to clients worldwide, it held fast to the value of excellence in craft at every step of the way.
ECG is on a mission to beautify the world through the spread of sparkling gemstones. Together with Marvel, ECG is hard at work on a new phase of brilliance and craft.
A Collaboration Assembles
In the beginning, there were the stones. Marvel and ECG launched their collaboration with the Marvel X ECG Infinity Gem collection, introducing an authentic Infinity Gauntlet with over 150 cts of precious gemstones. ECG partnered with Marvel to bring the best in elegant jewelry and collectibles to fans and collectors alike.
ECG's Jewelry Legacy
With over four generations of excellence, East Continental Gems has become a name synonymous with unparalleled craftsmanship and expertise in the world of fine jewelry. Our journey began with a dedication to sourcing the most exquisite gemstones, and today, we continue to uphold our legacy by blending tradition with innovation. From the bustling diamond district to global collaborations, ECG has been a trusted name in luxury, delivering timeless beauty to collectors and connoisseurs worldwide.
Experience True Craftmanship
Every piece in the Marvel x ECG Infinity Gem Collection is a testament to the meticulous artistry of our master gemologists and craftsmen. From the selection of raw gemstones to the precision cutting and polishing that brings each stone to life, we prioritize perfection in every detail. Our passion for excellence ensures that each collectible resonates with both beauty and the iconic Marvel legacy, making it a treasure that goes beyond storytelling.
ECG meet MARVEL
When worlds of brilliance collide, magic happens. ECG proudly partnered with Marvel Studios to bring the Infinity Gem Collection to life—a collaboration that seamlessly combines the Marvel Universe's epic storytelling with the heritage of fine jewelry. By integrating the power of the Infinity Saga with our expertise in gemstones, we’ve crafted collectibles that are not just visual masterpieces but eternal symbols of heroism, power, and legacy.
Our History
1966
Birth of a Legacy
Eli Mirzoeff, young and tenacious, rises from a tumultuous childhood growing up in India to follow in the footsteps of his family’s jewelry experience and pursue his passion for colored gemstones.
1970
Journey of Exploration
Eli develops his expertise while traveling the world in search of treasures, building connections from Jaipur to Columbia and finding Susan, his wife and partner in everything, along the way.
1972
Another Door Opens
Eli and Susan establish East Continental Gems at 580 5th Avenue in Manhattan as an icon for the gem industry and celebrate the birth of their son, Adam.
1980
ECG Takes Shape
After several years supplying stones, Eli begins to design striking jewelry pieces, sought by world-renowned stores, royalty, magnates, and celebrities.
1994
The Legacy Grows
After growing up around beautiful stones his whole life, Adam enters a rigorous program at the Gemological Institute of America (GIA), even learning to cut diamonds.
2000
Joining of Visions
Eli and Adam merge their respective expertises in colored stones and diamonds to service all gemstone and jewelry needs, from sourcing and trading, to design and resetting, to estate and antiquities sales.
2008
Launch of a Universe
Tony Stark speaks the words “I am Iron Man” and everything changes, as a cinematic universe launches and the Infinity Saga begins
2022
Assembling a Collaboration
Marvel collaborates with ECG’s Infinity Collection of Gemstones, launching their first phase at San Diego Comic Con with a priceless 1-of-1 Infinity Gauntlet. Later, they launch a unique gem-collecting experience with the Genesis Series (limited to 300)
2023
Expanding the Collection
Marvel X ECG expands the Infinity Stone Collection with the 1-of-1 Eye of Agamotto, Collector Edition Infinity Gauntlets (limited to 200), and the Jarvis Series (limited to 500).
2024
Beyond the Gauntlet
Marvel X ECG introduces two new Infinity Stone Collectibles: the Loki Scepter and the Orb. A Collectors Edition Infinity Gauntlet features as a prize on Wheel of Fortune and in the Marvel X Coca-Cola Sweepstakes.
2025
Crafting the Future
ECG is planning the debut of the 1-of-1 Power Orb and expands its offerings with the launch of the Marvel x ECG Infinity Collection Jewelry, bringing the power of the Infinity Stones to elegant, wearable art.
"WE FEEL THIS AUTHENTIC GEMSTONE COLLECTION IS COOL AND UNEXPECTED AND EXTENDS THE REACH OF THE MARVEL BRAND.”
— Paul Gitter, SVP, Marvel Consumer