When I went on Dragons’ Den, I got completely torn apart.
They questioned everything.
My packaging wasn’t up to par.
My marketing plan wasn’t strong enough.
And clearly, they didn’t care much about ethics or sustainability.
When they asked me what my vision was for Proud Diamond, I said I wanted to create the Tiffany & Co of ethical jewelry.
They thought it was pretentious.
And I didn’t know how to defend myself.
But today, I know exactly what I would say.
I don’t want to copy Tiffany.
I want to create something Tiffany simply can’t.
Something rooted in this moment.
A brand that doesn’t just sell jewelry, but stands for something real.
Not a vision written in a marketing deck. A vision you live.
We live in a time of celebrity brands.
Everything looks authentic.
The stories are polished. The packaging looks eco-conscious. The visuals feel like Pinterest boards.
But you can feel when it’s hollow.
A beautiful font doesn’t mean commitment.
A launch photo doesn’t replace real intention.
A brand’s soul doesn’t come from strategy. It comes from the person behind it.
At Proud, I don’t delegate the vision.
I carry it. I shape it. And yes, sometimes, it burns me.
If you’ve read about my Temazcal experience, you know what I mean.
Maybe that’s the difference.
I’m not famous.
I haven’t raised millions.
But I know exactly why I started this brand.
And every time I co-create a piece of jewelry with a client, it reminds me.
