Redefining Diamond Jewellery Through Meaning and Timeless Design – Interview with Sadé Schuurman

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.

Sadé Schuurman, Visionary Entrepreneur

Who is Sadé Schuurman? 

I’m Sadé Schuurman, the founder of Diamonds by Sadé, a jewellery brand built on meaning, storytelling, and modern elegance. I was born in Zimbabwe, where I grew up surrounded by rich cultural symbolism. In my community, jewellery represented identity, family, and celebration, shaping my belief that adornment is deeply personal, not merely decorative.

At home, I cherish spending quality time with my husband and our two children, while remaining actively involved with a charity close to my heart, The Houston Peel Foundation, which keeps my work grounded in purpose and community. In business, I blend creativity with intention, designing pieces that move with the wearer and tell a story. I approach each collection like a script, every piece has a role, emotion, and meaning within a larger narrative. An interesting fact about me is that I once appeared on the radio show Two Strangers and a Wedding, where I married a stranger live on air in New Zealand, an experience that reflects my belief in intuition, courage, and embracing the unexpected, and one that led me to my loving husband today.

What inspired me to create Diamonds by Sadé, and what makes the brand stand out?

I created Diamonds by Sadé because I wanted to challenge an industry that has long felt exclusive and intimidating. For too long, fine jewellery, especially diamonds, has been positioned as something reserved for the wealthy or for rare, milestone moments only. I never believed in that. Luxury should be about how something makes you feel, not how unattainable it is.

What truly sets Diamonds by Sadé apart is that every piece is designed with intention. My background in storytelling means each design carries emotion, symbolism, and purpose, it’s not just jewellery, it’s a reflection of identity. I focus on creating timeless, elegant pieces at an incredible price point, proving that affordable luxury isn’t a contradiction, it’s the future of the industry.

How do you help clients choose the perfect diamond or piece that reflects their unique story?

I love to get to know your story first. Is it a gift? Tell me about the occasion, the person's life, passions, and personality. Show me a photo of them. Let me feel like I know them personally- Only then will I begin to even suggest the perfect diamond, gemstone, and piece of jewellery. Is it an engagement ring? I want to know the love story- how you met, where, how the relationship progressed, and how long you’ve been together. Do you live together? Any family involvement, and children? Then we can put the whole story into the perfect rings. Every piece of jewellery tells a story, and it is my honour to take that story and craft it into jewellery. 

What do you believe sets a truly exceptional diamond apart from an ordinary one?

Every diamond is beautiful. Every diamond tells a story. An exceptional diamond would be flawless or internally flawless. It would be D colour, the most icy white a diamond can be. It would have been cut to excellence. This rare and exceptional diamond would be an investor's dream to obtain. 

Can you describe the process behind designing a custom piece with you, from idea to creation?

We begin with a consultation, and I get to know the story behind the person receiving the piece. I will discuss with the client a range of information on the stones and the metals. If it's diamonds, we discuss the 4Cs, lab or natural. Gemstones, we look for stones with strong hues and vibrant colours. Educate on alternate gemstones that would be more cost-effective over the Big 3. 

I then find similar designs online and show the customer a comparison between the current traditional retail market and my price point. Once I receive the go-ahead, I begin. I start by securing the stones, then the metals, and curate the one-of-a-kind piece of jewellery. 

What core values drive your brand and your relationship with your clients?

Honesty, Quality, Integrity, Creativity, Transparency. Most importantly, I value building and maintaining genuine relationships. I don’t see clients as transactions, but as part of the Diamonds by Sadé community. Many return not just for jewellery, but because they feel seen, supported, and understood. That trust and connection are what truly define the brand.

How do you balance artistry, quality, and sustainability in your collections?

By selecting high-quality, sustainable materials that align with the artistic vision, while minimising waste and promoting a durable, long-lasting product.

Sustainability, for me, is also about longevity, creating pieces that are worn and cherished for decades, not replaced with trends.

What are the biggest misconceptions people have about buying diamonds or custom jewellery?

Common misconceptions include thinking that bigger diamonds are always better, that custom jewellery is always more expensive, and that all diamonds are created equal or that lab-grown diamonds are inferior. Many people also wrongly assume that all diamonds have high markups, or that a diamond without a certificate is just as reliable as one that has one. 

How do you ensure a personalised, trustworthy experience for every client you work with?

I feel it is essential to combine active listening with transparent and consistent communication. This involves using customer stories to understand their needs, actively asking for and acting on feedback, and personalising every interaction by using their name and addressing their specific concerns, so clients always feel informed, confident, and genuinely cared for.

What trends or innovations are you most excited about in the world of fine jewellery?

I’m excited to see bold and colourful statements, lots of gemstone and diamond combinations, and the use of sustainability and technology. This includes everything from oversized and chunky pieces to modern, often avant-garde, interpretations of classic designs like pearls and vintage styles. Consumers are also interested in unique pieces that tell a story through customisation or the use of innovative materials like lab-grown diamonds and recycled metals. 

What advice would you give to someone purchasing their first diamond or engagement ring?

For a first-time diamond or engagement ring purchase, understand the "4Cs" (Cut, Clarity, Colour, Carat Weight) to prioritise and set a budget beforehand. Research different diamond shapes and settings to see what fits your personal style. Try on as many options as you can over as much time as you can. Don’t rush the process. This is the engagement ring that you will wear for the rest of your life! Make sure you are happy with it. Personalise it and add your story to it. 

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