Five questions for: Tobias Kormind, co-founder of is an online diamond jeweller that designs and crafts fine jewellery and sells it directly to clients.

Tobias Kormind, co-founder of

Alessia Chinazzo

What does your business do?

Our technology brings the world's largest selection of diamonds directly from the source to the fingertips of the consumer (with a 360-degree view of the diamond) and allows them to create their own unique piece of jewellery, all at an accessible price. Our clients simply hand-pick the diamond or gemstone and combine it with one of our exquisite designs, or work with our bespoke team to create a newly imagined piece. It's all made to order, fully transparent, and completely ethical.

What's been your greatest achievement?

And we have reached many major milestones, such as moving our headquarters to Mayfair, opening our own workshop, and successfully launching multiple showrooms. We now have an international footprint.

What has been your biggest challenge?

This has been exceptionally difficult because we had no outside investment until the middle of 2018. The process has involved rigorous prioritisation, a great deal of compromise on projects and timings, and sometimes lots of frustration.

What are your plans for hitting your targets this year?

What's the one piece of advice you'd give fellow entrepreneurs?


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