The journey towards their Earth-friendly diamond business has been an organic process from humble beginnings. It entwines several different passions, environmental and ethical good practice, sustainability and the delivery of excellent customer service, but most of all .. making people happy! Many years ago I visited a jeweller’s in my local town and from the moment I walked into the shop, I had an overwhelming feeling that I was considered to be insufficiently wealthy, a feeling that made me feel quite inadequate. I now know that I was not alone in my experience; similar feelings have been shared by many of us, as this retail sector has a reputation for being pretentious and judgemental at times. It often leaves them feeling quite disappointed, disempowered and not really wanting to repeat the experience anytime soon. An investigation of the diamond jewellery industry caused me to consider whether a more ethical and environmentally friendly alternative might be possible and whether jewellery shopping in the future, could be a much different experience than most of them share today. Following 2 years researching industry practices and the diamond supply chains, my awareness grew, and so did my passion. This journey has inspired me to bring to people a better and more truthful understanding of diamonds and the industry itself, at a time when they now look more deeply into the origins of what they purchase.
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