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Antonelli Diamonds Launches E-Commerce Site

Antonelli Diamonds is a purpose-driven brand with a philanthropic focus on helping cancer victims, especially children. Founded by Casey Antonelli, the brand has been conducting private sales for some time, and this week has launched an e-commerce site. Here, Antonelli shares insights about the company’s mission, what was behind its founding and the organizations the company supports. WWD: What was the impetus behind launching Antonelli Diamonds? Casey Antonelli: It all started with a bike ride. I was 16 years old when I first signed up for the Pan-Mass Challenge (PMC), a cycling event that raises money for Dana-Farber Cancer Institute. My parents bought me a Cannondale, Tiffany blue, of course, and we trained all summer long. I didn’t love it, but I kept getting on the bike and pushing the pedals. Something deep down made me follow through with the commitment. A few hours into the 192-mile journey we took a right turn on Cherry Street. Adorned with balloons, signs, music and bubbles — this place had a magical feeling. I was enjoying the celebration and people cheering when I saw a young boy holding a sign “I’m five and alive thanks to you.” I went numb. This ride was not about me, not

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