Bez soon came to the United States to market his new creation. He founded Ambar Diamonds in 1980, but found an unreceptive market for his new cut. Designers didn't know how to use the new stone in their jewelry, and retailers didn't know how to market it. So Bez applied his artistic talents to the problem, and started designing his own line of jewelry. Under the trademark name Quadrillion, Bez created one of the most innovative and influential jewelry lines of the twenty-first century.

The ATW ring, pictured, was recognized with a DeBeers Award and defined the pinnacle of metal and diamond working for its era. As the square-shaped diamond grew in popularity, Bez realized that the greatest advantage of a square-shape over a round-shape is that squares can sit flush, one against the other, creating an illusion of unbroken brilliance. He set out to find a new method of setting square diamonds seamlessly side by side.

After much trial and error Bez created the first piece of prong-less, border-less diamond jewelry, and coined the term 'invisible setting.' With the success of invisible setting for square diamonds, Bez turned his attention to round diamonds. Seeking to create a facade of pure diamond brilliance, unobstructed by prongs or metal channels, Bez adapted his technique. Bez named this new form of invisible setting for round diamonds 'Boundless.