In 1963 he moved to London and opened his first jewellery shop in the lobby of the London Hilton on Park Lane. He later opened another store on London's Bond Street. Sales increased in 1967 when wealthy Arabs from Saudi Arabia and the Persian Gulf began to buy jewelry in London. He and his wife operated the business in partnership; she managed sales while he designed the jewellery. In addition to diamonds, coloured gemstones, and natural pearls, Moussaieff re-set stones and pearls that he acquired at antique jewellery auctions into new jewellery designs.