Diamonds That Don't Damage the Planet? Move to High Quality, Intricately Designed Sustainable Jewellery at Unbelievably Affordable Prices

• Q. Tell us about yourself and your background.
• I grew up in Hong Kong and majored in Economics and Management and then pursued the Family Managed Business course in Mumbai. I worked at multiple jobs and internships but later realised I wanted to do something different!

• Q. What led you to create DiAi and how did you go about it?
• It was the vision to see majority of the people to be able to afford diamonds and be able to wear fine jewellery every day without having to spend too much on it. I wanted people to be able to have something to pass on for generations without having to think twice about it. So, that was my major motivation and inspiration. Apart from the lab-grown diamond aspect, the design aspect was equally a priority for me. I wanted to create modern and lightweight designs. I did a lot of research but I could never find the kind of dainty, minimal designs that I was looking for, so I decided to create them myself.

• Q. What made you consider ethical and sustainable jewellery?
• When I learnt about how lab-grown diamonds were made, I was amazed by how environmentally friendly and affordable they are, for days I couldn’t stop thinking about it. I always wanted to create something that is luxurious and can still be worn every day, but I never knew how or what product to use. All my doubts ended when I found out about lab-grown diamonds. That’s when I realised I needed to use my creativity in a way where I can make durable, everyday luxury without compromising on the designs. I wanted to create designs that were stylish and modern, yet timeless, and lab-grown diamonds were the way to go for that. In our generation where everyone is much more practical, people want luxury without having to dig a hole in their pockets.

• Q. What is your process and how much of the designing do you do yourself?
• Lot of the designing is done myself. I don’t do the technical designing but I conceptualize the piece and think about how it would be styled. We then move on to creating how it would be durable and timeless. I like to discuss every new piece with the craftsmen, because their skill set is majorly underrated and the ideas they have to make the jewellery lightweight yet sturdy are impeccable!

• Q. What are lab-grown diamonds and how do they compare to the mined ones?
• Since a diamond (whether it is mined or lab-grown) is formed from carbon, its chemical composition and hardness is what is the most important. Hence, if these properties match, it makes a lab-grown diamond no more different than a mined one and it is indeed, as sparkly too! Lab-grown diamonds are essentially like test-tube babies, made in the lab with the same DNA as a mined diamond.

• Q. How often do you find people are resistant to switching from buying mined diamonds to lab made ones?
• In the beginning I faced a lot of challenges, especially since I came from a background of natural diamonds. My family and other people from the industry were very apprehensive about it. “How can we start working with lab-grown diamonds? We’re into the natural diamond industry”, they said. However, this was a practical decision, it made more sense. People had a lot to say about my decision, but a few months down the line, those people started purchasing from us too. Because as time went by and people started to think more practically, with an environmentally-conscious mind-set, they realised that lab-grown diamonds are the future. Of course with any change, comes resistance, and people were unsure about how these diamonds would last. But once they started to realise that the composition is exactly the same and there’s actually no difference, they were on board with the idea.

• Q. What are you trying to achieve?
• Often we get so busy with our daily work to sit back and think about this. When I’m lost or faced with challenges at work, I think about this question. It instantly motivates me to work harder and not give up. I want to walk on the streets and see 3/5 women wearing DiAi. I want them to feel empowered to be able to afford fine jewellery themselves and yet be proud to flaunt being a part of sustainable fashion.

Where Can You Find Them?

• Q. How do you ensure quality?
• Quality and finish are the most important to me. The way I think of it is, that if I were to order and spend this much on something I bought online, what would I expect from the product? Our team personally tries on every piece of jewellery like it’s their own, before we ship it, to ensure there is no major issue. In terms of the finishing of the jewellery, we have setup Quality Control after every stage of the production process.

• Q. What makes DiAi jewellery better/different from those of other brands?
• Every brand is unique in its own way and we love to support other brands, especially small businesses. Our customers tell us our designs, finishing and personal attention to every order is what they appreciate the most. We have had multiple jewellery brands, big and small, copying our designs and style, but we have accepted this and moved on with the thought that we must be doing something right, for them to do this!

• Q. What are your own interests? (Optional: How did you spend time during the lockdown)?
• I am an outdoor person and love all things nature and adventure. That said, a relaxing day at the spa wouldn’t hurt either. ;)