Redefining Royalty and How Jewellery Empowers Modern Women
- Jun 19, 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.
Admit it. Being royalty is something you have dreamt of before. It’s the golden ticket. The plan A that never needs a plan B. Never having to worry about finances, being admired by anyone and everyone, and having no end of spectacular jewellery to wear. At Diamonds by Sadé, I want to reimagine the idea that to be royalty, you must be born into it.
Did you know there is a higher chance of being struck by lightning than being born into royalty?
Diamonds by Sadé want to pose a question to those of you with royal aspirations: if you were offered an affordable way of becoming a Queen, but without all that burden and hassle, how much would you pay for it? Maybe you’d rather risk it with the lightning; it’s up to you. I know what I would pick.
What makes you feel like royalty?
We often associate royalty with things like wealth and riches, unlimited access anywhere, or unquestionable and undeniable authority over others. To the regular person, it often comes in much smaller packages. Feelings like success, admiration, appreciation, and others. Maybe you felt incredibly empowered by the delivery of a project at work, or you felt overwhelmed with admiration from your colleagues, your family, or your friends. When people who you respect give you compliments, not on things you were born with that you can’t help (like being born into royalty), but on things you made the choice to do.
To most, this is how you can edge closer to that feeling of royalty. The best part is that you can now empower yourself to feel this way. Diamonds by Sadé are on a mission to capture this feeling and lock it into a gemstone that’s made just for you.
The mission
Jewellery can be so many things to so many people. It’s not just an accessory, it’s self-expression, both physically and emotionally. Jewellery has the power to accentuate the beauty you were born with.
Have you been working on a beautiful, rich tan over the summer? Pair it with some gold jewellery and you’ll radiate like Cleopatra.
Did you wake up feeling a bit moody like a stormy day? Put on some deep, rich gemstones that will really portray these moods and tell those around you that today is not a day to mess with you.
Diamonds by Sadé was founded with the purpose of giving everyone this power. Luxury jewellery isn’t just about having the biggest gemstone or flashiest metals. It’s about feeling commanding, empowered, and unapologetically formidable. As a female-led business, I know what it’s like to be juggling home life, children, and career ambitions. For me, jewellery has always given me the ability to empower myself and be the best I can be at home and in my work. From working on my business to walking down the aisle, you can bet I’ll be showing up as the best version of myself, being a Queen inside and out, without the royal expenses.
Jewellery can have an enormous impact on how you choose to carry yourself in your life. Take engagement rings, you might think they are only worn to show you have received your MRS degree, and that you have a husband or wife who loves you enough to get married. They show so much more. Engagement rings show that you are appreciated and admired, that you have made a choice to grant another person front row seats to your Broadway show.
Whether it’s a subtle gold band or a statement piece, a 2-carat diamond ring, you’re showing everyone who the sovereign is in your life.
At Diamonds bySadé, every piece of jewellery is a reminder to you that royalty doesn’t need to be inherited. Every day, we witness new clients being crowned when they choose us. It’s your turn, go ahead, crown yourself. What are you waiting for?"
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.
