Our Story

The question

Why does Amarii exist?

Which one would you choose?

Amarii began with a question that kept coming back to Natalie. For years, friends, family and clients called her before buying a diamond. Not because they needed another list of specifications, but because they were overwhelmed by them.

Cut. Colour. Clarity. Carat. Proportions. Measurements. Certificates. The jewellery industry gives you an enormous amount of information. But more information does not necessarily make the decision easier.

Natalie became the person people trusted to look at the options, make sense of the details and explain what actually mattered. Sometimes she chose the larger stone. Sometimes the smaller one. Sometimes it was the diamond that looked ordinary on paper but had something special when you saw it properly.

It was rarely about choosing the most expensive option. It was about choosing the right stone. That instinct became Amarii.

Judgement

What does Amarii believe about jewellery?

We believe exceptional jewellery begins with judgement. Not simply more choice. Not simply higher grades. Not simply a larger stone.

The right piece brings together the stone, the design, the proportions, the craftsmanship and the person who will wear it.

A diamond report gives you important facts. But a report cannot tell you everything about how two stones compare visually. A specification cannot tell you whether a setting feels right on the hand. And a beautiful design is not necessarily the right design for the person wearing it.

That is where judgement matters. We believe our role is to understand the details, remove the noise and help you make a decision with confidence.

The person

Why does Amarii start with the person?

Jewellery is worn by a person, not a certificate.

Because jewellery is worn by a person, not a certificate. Before we talk about carat weight, we want to understand what you like, what you already wear and how you want the piece to feel.

• Is your style understated or expressive?
• Do you want the diamond to be the focus, or the entire ring to make a statement?
• How do you use your hands?
• What will the ring look like on an ordinary Tuesday, not just on the day you receive it?

These questions influence the design. They influence the shape of the stone, the setting, the proportions and the metal. The result should not simply be a beautiful ring. It should be your ring.

Who we are

Who are David and Natalie?

We are brother and sister, and we bring different disciplines to the same table. Our experience has taken us inside some of the world’s respected luxury jewellery ateliers, where we have developed relationships with highly skilled designers, makers and craftspeople.

Those relationships matter. Fine jewellery is not created by a computer alone. It requires people who understand proportion, construction, setting, finishing and the tiny details that determine how a piece looks and wears.

David brings the design side. He trained in industrial design and has spent years working in 3D visualisation, developing an understanding of proportion, materials and how to communicate a design before it exists. That experience became part of the Amarii process. Every design is rendered so you can see it before you commit. Every piece is drawn in CAD for your approval before production begins. David asks: How should this piece be designed, constructed and made?

Natalie brings the jewellery side. Her career took her into executive leadership, but jewellery remained a constant. She became the person friends, family and clients called when they were overwhelmed by diamond statistics and needed someone to make sense of the choices in front of them. Natalie asks: Is this actually the stone worth choosing?

Between those two questions is Amarii.

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The makers

What do luxury jewellery ateliers bring to Amarii?

They bring something that cannot be replicated by a product catalogue. Experience.

Our relationships with highly skilled craftspeople give us access to people who understand how fine jewellery should be constructed, set and finished. They know that the difference between a good piece and an exceptional one can be found in details that are difficult to describe until you see them:

• The proportions of a setting.
• The relationship between a stone and its claws.
• The balance of a band.
• The finishing of the metal.
• The way everything comes together on the hand.

We do not believe craftsmanship should be hidden behind a brand name. It should be visible in the piece.

Amarii Curated

What is Amarii Curated?

Amarii Curated is our approach to selecting the stones we believe are worth considering. It is not a grading system. It is not a certification. It is our own selection philosophy.

For diamonds, our criteria are fixed:

• Ideal or Excellent cut
• D to F colour
• IF to VS2 clarity

Those criteria create the starting point. From there, we look at the individual stone, its proportions and how it presents as a whole. Because choosing a diamond is not simply a matter of finding the highest specification. It is about understanding the information and knowing what is worth paying for.

The certificate gives you the facts. Amarii Curated gives you a considered selection.

See it first

Why does Amarii show you the design before it is made?

Because jewellery is three dimensional. A ring can look beautiful in a photograph and feel completely different on the hand.

The proportions of the band can change the character of the ring. The height of the setting can change how it wears. The relationship between the centre stone and the surrounding metal can change what you notice first.

We do not want you to discover those things after your ring has been made. That is why every Amarii design moves through render and CAD approval before production. You see it. You consider it. You change it if something does not feel right. Then we make it.

How we make

Made to order

What does made to order mean at Amarii?

Made to order means your piece is created from the choices you make rather than selected as a finished piece. Your stone, setting, metal, proportions and design details come together as one piece.

The process moves through render, CAD approval, casting, setting and finishing. Once your design has been confirmed and production begins, an Amarii ring takes 3 to 4 weeks to make.

The result is not something taken from a shelf. It was made for you.

What we want to change

What does Amarii want to change about buying jewellery?

We want to make the decision feel considered rather than overwhelming. The jewellery industry can give you specifications, combinations and choices. We would rather give you fewer decisions that actually matter:

• A carefully selected stone.
• A considered design.
• Clear information.
• Experienced craftsmanship.
• And the opportunity to see the piece before it is made.

We do not want to tell you what to buy. We want you to understand why you are choosing it.

Before you choose

What should you know before you choose an Amarii piece?

• You should know what you are buying.
• You should understand the diamond grades.
• You should understand what affects the price.
• You should know why one stone was selected over another.
• You should understand how the piece was designed.
• You should know how it will be made.

And when you finally put it on your hand, you should know that every decision was made deliberately. Not because it was the largest. Not because it was the most expensive. Not because someone told you that it was the right one.

Because it was right for you.

Questions

Frequently asked questions

Who founded Amarii?

Amarii was founded by brother and sister David and Natalie, bringing together experience in jewellery, design, visualisation and executive leadership.

Why did Natalie start Amarii?

Natalie became the person friends, family and clients called when they were overwhelmed by diamond statistics and wanted help understanding which stone was actually worth choosing.

What is Amarii Curated?

Amarii Curated is Amarii’s own approach to diamond selection. Our criteria are Ideal or Excellent cut, D to F colour and IF to VS2 clarity.

Does Amarii work with experienced jewellery craftspeople?

Yes. Amarii has relationships with highly skilled designers, makers and craftspeople with experience in fine jewellery.

Can I see my ring before it is made?

Yes. Amarii designs move through render and CAD approval before production begins, allowing you to review the design before it is made.

How long does an Amarii ring take to make?

An Amarii ring is made to order in 3 to 4 weeks once the design has been confirmed and production begins.

Does Amarii only offer engagement rings?

No. Amarii creates engagement rings, wedding bands and bespoke jewellery, alongside a curated collection of lab grown diamonds and gemstones.

Closing

That is the house we are building.