“We want to become a partner to every woman’s journey,” says Lovemark Diamond director Melody Yau
The company is revamping realness in a world of increasingly curated self-image through social media and the ever-mounting inauthenticity of our consumer-based culture.
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Melody Yau, director of Lovemark Diamond, is on a mission to bring diamonds into the real world. For her and the company, the diamond jewel is reinventing itself and embracing its natural form, coming to represent the real-world joys and struggles of everyday people.
Enthusiastic and determined, Yau explained to TMS, “no matter if it’s a big milestone or a personal breakthrough, we want [people] to think of us and to mark these well-deserved moments together.” Lovemark Diamond is all about marking milestones. Reimagining the diamond’s naturally-occurring inclusions as standing for human authenticity, Yau envisions jewelry that celebrates human struggle and triumph.
“I studied Neuroscience [at King’s College London], then started working as a Management Consultant,” reflects Yau, “and now moved into the fine jewelry retail space with Lovemark Diamond. I think I have always envisioned life to be linear, a smooth sail, a well-thought-out plan, then just execute the plan – but it’s through changing course so many times that I finally realize there is no set plan for life.
“Every transition, including this one, has been nothing short of challenging. Three years in since I’ve started working in this industry and I am still feeling like I have so much to learn – as well as so much that I want to try and do – and that’s what drives me every morning to keep showing up.” Persevering through the ups and downs, Yau is dedicated to the vision she sees in natural diamonds and eager to bring authenticity to the diamond jewelry industry, creating a whole new class of gems.
The company is revamping realness in a world of increasingly curated self-image through social media and the ever-mounting inauthenticity of our consumer-based culture. Believing that real is rare and that flaws are what make both humans and diamonds unique, Lovemark Diamond envisions modern jewelry for modern men and women. Yau is all about celebrating imperfections and the natural beauty of her product and her customers.
“Natural diamonds, Lovemark Diamond’s core product, are only formed after millions of years of immense heat and pressure deep within the Earth, and because of that, we believe they’re a fitting metaphor for the way modern women and men are constantly growing and evolving through life’s ups and downs,” she explains.
In Yau’s eyes, just like humans, diamonds are formed under pressure and through adversity. Rather than eliminating diamond inclusions through standard cuts, the brand celebrates these naturally-occurring flaws through fresh eyes. They seek to honor the resilience of the human spirit to try, try again.
“We are passionate about showcasing the stone’s innate strength, beauty, and rarity,” shares Yau. “We believe the authenticity and strength of natural stones can accompany you from your toughest climbs to your most deserving moments.”
Just like diamonds and real life, Lovemark Diamond has also had a non-linear success story filled with ups and downs and moments of intense pressure. Throughout this journey, they have remained dedicated to their values of bringing conflict-free, natural diamonds into everyday wear, reshaping how we see classic jewelry by refusing to reshape the gems. “We see [the inclusions] as a mark of strength, resilience and character,’ shares Yau on the diamonds she champions. “[They] also parallel a woman’s journey as she evolves into her most authentic self.”
With over three decades of diamond industry experience, the family-owned company is keeping all aspects of its fine jewelry-making in-house, despite its recent growth. “The name “Lovemark Diamond” was originally our diamond-cutting house in Antwerp,” says Yau. “The original Lovemark Diamond specialty is in hearts & arrows diamonds which is why our logo incorporates the H&A icon to pay homage to our old cutting house.
“Since then, we have built on this rich heritage and expanded Lovemark Diamond to become a fully-fledged jewellery brand with exclusive designs inspired by Antwerp’s traditional architecture, vibrant nature, and rich history.”
Lovemark Diamond works with the best of the best when it comes to diamonds, selecting the top 30th percentile of gemstones. What sets them apart is their recognition of the inherent value of resilience, represented by the diamond’s natural flaws. “As natural diamond experts, our goal is to remind our audience what’s unique about natural diamonds – a diamond’s inclusions,” says Yau.
“Women tend to be afraid of growing old, but we celebrate it,” says Yau. “Our flaws are what makes us truly unique – we want to celebrate the constantly evolving modern-day women and men, not just the wins but also the scars, the imperfections, the work in progress – because it’s the realness and rawness of all of that makes us who we are.” Lovemark Diamond envisions a shift in society’s view of ourselves, and they believe that jewelry can lead the way.