Blowing up a beige category
I co-founded Una Diamond, a lab-grown diamond brand for women who buy their own diamonds, and I run everything you see and read – identity, art direction, photography, website, voice. The idea underneath it is a woman who takes her power back without making a fuss about it. No proposal to wait for, no reason to give. She wants the diamond, so she buys the diamond.
The whole category looks the same – beige, soft, pretty, lovely – and I wanted to blow that up. So Una is indulgent and textural and a little bit filthy in the best way: glossy skin, high grain, glimmer, everything catching the light. A seventies undercurrent runs through it, gold and warm and lived-in. It’s unapologetically feminine and sexy, and it does not whisper. That was the point – make the thing nobody else in the category is brave enough to make.
Who she is
Una speaks to a fashion-forward woman who buys her own jewellery and doesn’t need it explained back to her. She’s an intentional spender with a real eye, drawn to brands with a point of view, and she wants pieces people notice and ask about. So the voice is woman-first and assumes intelligence – speaking to her, never about her.
The strategy leads with desire and lets trust build quietly underneath, with product always coming last. Content is split across desire, founder presence, self-gifting, craft, and useful knowledge, so the feed stays emotional first and layers in reassurance without ever tipping into a sell. Founder-to-camera moments do the heavy lifting on trust – human, not influencer.
Down to the last detail
I designed the packaging to be considered as closely as the jewellery itself. Every piece arrives in materials I chose to be recycled and responsibly made, finished with a handwritten note and the care instructions to keep it beautiful for years. I wanted the unboxing to land as a moment in its own right, because the second she opens the box is part of the piece to me – not an afterthought once the sale’s done.
The sustainability was never going to stop at the stone. Lab-grown is where I started, but I carried the same thinking the whole way through: the materials, the making, the small rituals of receiving it. My rule was better without ever feeling like less, and never something I spell out. I designed it so she feels the difference in her hands rather than reads about it in a caption.
Co-founders: Isabella Cooper, Jessica Walker