The journey of a typical diamond versus our diamond.
Choose from our artisanal range or design your own ring right here. Mined, cut and polished right here in South Africa.
TYPICAL DIAMOND JOURNEY
20+ DIAMOND JOURNEY
Mined in various countries all over the world.
Mining can take place in several countries around the world, including Russia, Australia and Canada to name a few.
Mined in Africa
Mined and ethically sourced in Africa.
Cut and polished in various different countries
After being sorted, the rough diamonds are transported to an alternative destination to be polished. 9 out of 10 diamonds are cut and polished in India.
Cut and polished in South Africa
Once mined, the new rough diamonds are transported to South Africa where they are sorted, cut and polished in-house.
Diamonds graded all over the world
The polished diamonds are then graded in various laboratories all over the world, including countries such as the U.S,
Hong Kong and Belgium.
Hong Kong and Belgium.
Diamonds graded in South Africa
With no transport cost, the polished diamonds are then graded in laboratories, right here in South Africa.
Sold from manufacturers to dealers
The graded polished diamonds are now sold by the diamond cutters to dealers in either New York, Antwerp and Mumbai.
Jewellery manufactured in South AfricA
We hand over our own beautifully polished and graded diamonds to our jewellery designers who create magnificent pieces for our customers.
Sold by dealers to jewellery retailers
The diamonds are further transported to retailers all over the world.
Sold to you – our Loyal customers
The moment you choose that eternal stone, to be loved, admired, and passed down for generations to come. Through our e-commerce platform you have selected a luxurious stone that has come directly from the source.
Jewellery designed and manufactured in different countries
The retail jewellers send the newly acquired polished diamonds to jewellery factories around the world in order to manufacture jewellery pieces.
Support us create jobs. Help us look after Africa
SOLD TO THE PUBLIC WITH RETAIL MARKUP
The well travelled diamonds have crossed many borders and changed many hands and now finally make their way to the customer.
Many middlemen. Frequent travel. Unnecessary mark-ups.
20+ DIAMOND JOURNEY
Mined in Africa
Mined and ethically sourced in Africa.
Cut and polished in South Africa
Once mined, the new rough diamonds are transported to South Africa where they are sorted, cut and polished in-house.
Diamonds graded in South Africa
With no transport cost, the polished diamonds are then graded in laboratories, right here in South Africa.
Jewellery manufactured in South AfricA
We hand over our own beautifully polished and graded diamonds to our jewellery designers who create magnificent pieces for our customers.
Sold to you – our Loyal customers
The moment you choose that eternal stone, to be loved, admired, and passed down for generations to come. Through our e-commerce platform you have selected a luxurious stone that has come directly from the source.
Support us create jobs. Help us look after Africa
TYPICAL DIAMOND JOURNEY
Mined in various countries all over the world.
Mining can take place in several countries around the world, including Russia, Australia and Canada to name a few.
Cut and polished in various different countries
After being sorted, the rough diamonds are transported to an alternative destination to be polished. 9 out of 10 diamonds are cut and polished in India.
Diamonds graded all over the world
The polished diamonds are then graded in various laboratories all over the world, including countries such as the U.S,
Hong Kong and Belgium.
Hong Kong and Belgium.
Sold from manufacturers to dealers
The graded polished diamonds are now sold by the diamond cutters to dealers in either New York, Antwerp and Mumbai.
Sold by dealers to jewellery retailers
The diamonds are further transported to retailers all over the world.
Jewellery designed and manufactured in different countries
The retail jewellers send the newly acquired polished diamonds to jewellery factories around the world in order to manufacture jewellery pieces.
SOLD TO THE PUBLIC WITH RETAIL MARKUP
The well travelled diamonds have crossed many borders and changed many hands and now finally make their way to the customer.