A Heart of Gold and a Business of Diamonds
- Jul 28, 2025
- 3 min read
Written by Sadé Schuurman, Visionary Entrepreneur
Sadé Schuurman is the founder of Diamonds by Sadé, a jewellery brand redefining luxury by offering high-quality, customizable diamond pieces at accessible prices. Her passion for timeless elegance drives her mission to make exquisite jewellery a celebration for everyone.
Diamonds by Sade founder, Sade Schurmann, spent most of her earlier years moving between several countries and continents. Starting in Zimbabwe, moving to New Zealand, and settling now on the East Coast of Australia, Sade has seen her fair share. Everything she has seen and experienced has crafted her into the woman she is today. We all have many titles that detail the many facets of our lives. For Sade, it could be a business leader, mother, wife, and more. The one she cares about most above all? Giver.
Much of what Sade believes stems from her faith in Christianity. To her, charity is the most virtuous thing anyone can do, and she brings these principles into her business at every chance she gets.
Sade’s experiences in her own life have shown her the importance of giving back. Being in the fortunate position of seeing underprivileged people struggling to meet their basic needs taught Sade about the importance of charity. That’s where she found her latest inspiration.
CityReach Gold Coast
CityReach is a charity based in the Gold Coast that Sade frequently does volunteer work for, but now she wants to use her business to help. The charity gives away bread, milk, and fruit & veg for free, while providing everyday groceries for half the price they are sold at the supermarket. All the proceeds are used to provide various forms of aid in Uganda. The aid includes accommodation, healthcare, and schooling for children. Now, Diamonds by Sade wants to do their bit.
Inspired by CityReach, Sade Schurmann has set up her own foundation called the Houston Peel Foundation. Similar to CityReach, the charity offers a mix of everyday groceries, some free and some at heavily discounted prices, for people who need it. One of the foundations a charity needs to push itself into success is a reliable venue. That’s why Diamonds by Sade has formed a partnership with Club Helensvale to host the Houston Peel Foundation fundraiser events going forward.
The roots of the Houston Peel Foundation
Sade's life has not all been glamour and sparkle; like everyone, she has had her share of personal battles. Between suffering from post-natal depression after the birth of her child and the untimely loss of her brother, Sade has had to fight on all fronts of her life. What got her through these awful events was the support she received from the people in her life. Seeing the acts of kindness others did for her in her time of need has only strengthened her resolve in establishing the Houston Peel Foundation.
Now that Sade is back to supporting herself on her own two feet, she feels she has the resources and the willpower to do for others what others once did for her. Named after her late brother, the Houston Peel Foundation will do exactly that. Hosting fundraisers inspired by CityReach Gold Coast, the foundation will do whatever it can to help whoever it can in their time of need.
Cut from the same stone
Diamonds by Sade seeks to align itself with the Houston Peel Foundation in being an advocate for mental health support. Clients and customers can feel that little bit more gratified with their jewellery when they become aware of the work done by Sade and the team behind the scenes to help others. Sade only hopes that clients like you might also feel inspired to do the little things that show those close to you that you are there for them, just like Diamonds by Sade is there for you.
Read more from Sadé Schuurman
Sadé Schuurman, Visionary Entrepreneur
As the founder of Diamonds by Sadé, Sadé Schuurman transforms her lifelong love for diamonds into a mission of accessibility and elegance. She leads a brand renowned for its customizable and affordable jewellery, empowering clients to celebrate their unique stories with timeless, high-quality creations.
