Novita Diamonds is the world's largest retailer of lab grown diamonds, but that's not what makes it unique. What makes this company any different from any other diamond or jewellery manufacturer? Novita is proudly owned and operated by women! It might surprise you that most of the established diamond brands are run by men or boards of men, leaving them increasingly out of touch with the evolving and dynamic engagement ring industry.
It would be best if we started at the beginning to give you a full understanding of the context. Over the course of her extensive career, "Iris Arnold", the founder and director of Novita Diamonds, has witnessed first-hand how old and established diamond companies exploit their clients. First-time buyers are usually unfamiliar with the industry and are rarely in a position to make decisions that benefits them and not the seller.
However, most of the employees of these companies and stores tried their best to help customers make a good purchase decision regardless of top-down pressure and interference from upper management to continuously upsell customers expensive options and addons that were not appropriate for them at either the taste or budget level. Employees with the greatest positive impact were those who consistently risked the wrath of management by supplying genuine recommendations that did not necessarily make the company the most profit. Almost always, Iris recognized, those authentic employees were women who successfully formed meaningful connections with customers. The unfortunate reality was that they were repeatedly denied opportunities to pursue and implement their hard-earned ideas and creative inspirations.