TIAMI started writing its beautiful ecological story a year ago. What has changed in that time? Did Czechs begin to perceive lab-grown diamonds as well as mined stones? We asked its founder Gabriela Dědičová.
Gabriel, the year passed like water. Your team has done a piece of work in the field of lab-grown diamonds in the Czech Republic. How would you rate it?
It was and is a ride in all directions. At the beginning, we struggled with a great ignorance of the people around. This led to the challenges that needed to be addressed. We have had a hard time explaining that we do not make jewelry with zircons, but we are really working with an equivalent variant of mined stones. However, continuous education through social networks, where our target group of millennials is concentrated, has borne fruit. We have become a part of their lives. It was they who gradually began to send us authentic shots, asking for the hand of their chosen one with the TIAMI ring. If we got permission, we published it on our networks. It was and still is beautiful. I’m always moved by it.
Over time, important media became interested in us. I will remember the last one for all – Forbes. Significant influencers, such as the successful tennis player Bára Strýcová, the popular actress Ivana Jirešová or the newly model Tatiana Brzobohatá Gregorová, have also found their way to us.
We ended 2020 well in terms of sales above expectations. However, it is clear that this is just the beginning. We definitely don’t want to stay on the spot. We have confirmed that laboratory diamonds have their place on the Czech market and the issue of sustainable living is not just a phrase. It is an important topic not only for young people, and it is very encouraging for us.
So it sounds really nice. Your first collection was PURE LINE focused on minimalism. Is this the long-term artistic direction you want to profile in the market?
I would not say that minimalism will make up 100% of our offer in the future. Although the Pure Line collection showed us that Czechs love this style. It is elegant and perfectly jeweled. At the moment, we are already preparing new collections in our studio, more spectacular with popular colored diamonds, and I firmly believe that you will discover them on our website soon. In addition to the standard offer, which you can see on the TIAMI e-shop, jewelry is also made in our studio on request. The designer is usually the customer himself. We will only materialize his dream of a diamond piece of jewelry.
If I asked you which jewelry from your collection Czechs love. What will you answer me?
I have to say the SWEETIE bracelet without much hesitation. Although we did not plan to do so, it became such a gateway to the world of TIAMI. This “green” diamond weighing 0.10 ct (3 mm) is set in a gold rim and tied on different colored nylon strings. This year it has become a Christmas wish of many women and we are very pleased.
In one interview, your chief designer Milan Nováček said that although he closely follows fashion trends, he is definitely not subject to them in any way. Does this still apply after a year of commercial creation?
I have known Milan for over 10 years and I must say that nothing has really changed in this regard. He knows fashion trends very well, but he still tries to be unique. He wants to do things differently. It does not matter to him whether it is a commercial or non-commercial work. It has its own style and it is unmissable. And it is he who creates the alpha and omega of the TIAMI collection. This is exactly how the beloved SWEETIE collection or the admired and unmissable COOOLATE collection was created.
February 14 is approaching. Whether you like it or not, this American Valentine’s Day simply has its charm. What jewelry would you recommend to those looking for something special?
How to express love other than a heart symbol? We have several of them in our e-shop, but if I had to pick one up, it would definitely be a Kabbalah bracelet. It’s been a big trend lately. The perfect heart with lab-grown diamonds on a red string will definitely make any girl or woman happy. The Kabbalah bracelet should be given to you by one who loves you. He should tie it to his left hand, which is the power supply. It is said that his love will protect you at that moment. At the same time, this subtle symbol of the Israeli tradition will attract you happiness and success.
Source: Gabriela Dědičová
Gabriel, the conversation with you was, as always, very inspiring. You can see that you really love your job and we keep our fingers crossed for all of you so that the idea of sustainability becomes a regular part of our lives.
Thank you very much, and even if a little later, I wish everyone that your year 2021 shines with happiness, just like our beautiful lab-grown diamonds.
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