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.

Our History

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

Experience True Craftmanship

ECG meet MARVEL

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

Contact Us

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  • East Continental Gems

    See the home of over half a century of luxury and craft when you visit ECG’s headquarters. A family business ever since its founding, ECG

    Address

    580 5th Avenue, New York, NY 10036
    26 Mercer Street New York, NY 10013

    Phone

    212.575.0944/212.575.0945

    Hour of Operation

    Sunday 12pm-7:00pm
    Monday 11am-7:00pm
    Tuesday 11am-7:00pm
    Wednesday 11am-7:00pm
    Thursday 11am-7:00pm
    Friday 10am - 2:00pm
    Saturday: Closed