Nathalie Morrison MVEye Interview Transcript

I’m a mom with four kids. I’m two years down the line. One year was the business being set up and I can tell you this is my biggest business by miles and as a brand I can take it to potentially one of the leading brands in the industry.

From a pure mathematical point of view and economical point of view I don’t understand why in the world anybody will choose a mined diamond versus a lab diamond. I’ve done two years of research before setting up this business. I spoke to I don’t know how many Ph.D. people, how many gemologists and it’s a no-brainer.

There is no one argument that anybody can give me about why they will buy a mine diamond versus a lab. It’s sustainable, it’s cheaper, and you get the same product.

I decided to go on the high end purely because nobody else was doing it. 100% of our sales are D and E color.

And then it’s a question of spending time educating people.  But actually, you will find out that as soon as people learn about it, they find it so fascinating that they communicate it to the next trench and it’s kind of viral.

One thing for me which really matters is sustainability. So I did a lot of work on analysis how much energy is being spent. What we did is we spent probably two months hiring a team of people to check every aspect of the sustainability point because I care a lot about it. So today I can tell you that the mined diamond industry uses between 96 and 150 kilowatt power per carat and it’s approximately 25 for lab diamonds. On the water front, we use 0.2 L versus 487 L in the mined industry. What I’m trying to say is from a sustainability point of view, this really attracted me.

We’ve sold 200 pieces so far 205 pieces exactly. We are at 1.5 million pounds turnover since the 1st of April and my only challenge here has been education.

What I decided in terms of opening stores is I started to open in five-star hotels.  So, I open in a place called Villa La Coste, which is a six-star hotel in it’s a palace in France. And I’ve opened a five-star hotel at the Fairmont in Windsor. Because my deal with them is they have to put all my brochures into all the rooms, so people get educated on their own. They can come to the store and ask questions. And it’s been amazing success. I’m now opening within the next three months I’ve signed in Hong Kong, Singapore, Dubai, and Oman.

25 to 30% of our pieces are bespoke. why? Because a lot of people want to make things and we can make anything.

The world is ours to grab and it’s a question of how quickly people will be convinced by the reality and the credibility behind them. I think it’s going to be much faster than people think.

I don’t see why anyone will buy mine diamond in the future.

END