Lab-grown diamond authority Cullen Jewellery talks to us about diamonds and their direction…
We’re delighted that Cullen Jewellery is coming to Auckland, New Zealand! We’ve been following their journey for some time, and we believe the New Zealand market is more than ready for lab-grown diamonds. It’s fantastic to have a trusted authority like Cullen Jewellery arriving to guide New Zealanders in this exciting area.
What inspired the founding of Cullen Jewellery, and how has the brand’s journey unfolded since its inception?
Cullen Jewellery was born in 2018 when Jordan Cullen faced the frustrations many have experienced while searching for an engagement ring—inflated prices and uncertainty surrounding the origins and ethics of mined diamonds.
Uninspired by Melbourne’s commercial jewellery stores, Jordan took his search online. There, he discovered moissanite and lab grown diamonds, a sustainable and ethical alternative that aligned with his values. After purchasing his first moissanite gem from an overseas retailer, Jordan found a local Melbourne artisan to bring the ring to life, sparking a moment of inspiration that led to the creation of Cullen Jewellery. This eye-opening journey laid the foundation for a brand committed to offering beautiful, responsible, and accessible fine jewellery.
What makes Cullen Jewellery unique in the world of fine jewellery? Do you have a core philosophy or design ethos that sets you apart?
At Cullen Jewellery, the difference is in the details. We combine traditional craftsmanship with modern technology to breathe new life into classic designs. Using the best materials and practices, Cullen designs are defined by clean, flowing lines and durable settings that sit comfortably flush on the hand. Known for our signature pointed, eagle-tipped claws, each setting beautifully frames and enhances the brilliance of the centre stone, resulting in a refined and enduring style.
Every small element of the ring is custom-finished, and though not always visible to the naked eye, these details combined are crucial to the overall balance and look of a finished Cullen design.
At Cullen Jewellery, we’re driven to leave a lasting, positive legacy. We care deeply about our clients and the love their jewellery represents—a philosophy that resonates in an industry centred on celebrating life’s most meaningful moments.
Can you tell us more about your decision to focus on lab-grown diamonds? What are the benefits of choosing these diamonds over traditional mined ones?
A lab grown diamond is just a diamond with a different origin story to a mined diamond, along with several additional benefits. We believe our clients should never have to compromise on quality or values. Lab grown gemstones offer the perfect solution— they combine the elegance and allure of a mined diamond without the consequences of mining.
When Jordan Cullen first explored the diamond industry, he was struck by the social and environmental devastation tied to mined diamonds. A 2014 report from consulting firm Frost & Sullivan revealed that mined diamonds consume twice as much energy per carat compared to lab-grown diamonds. The report estimated that 57kg of carbon are emitted into the atmosphere for each carat of mined diamonds.
In contrast, lab grown diamonds produce only a few grams of carbon emissions and are typically produced in controlled conditions with greater respect for human rights.
Of course, no process is without its faults, which is why we have partnered with Clear Neutral to ensure our lab grown diamonds are certified as carbon neutral. This partnership verifies that any carbon produced in the diamond growing process is offset by a range of environmental initiatives, like tree planting and investment in solar farms and other renewables. By prioritising our commitment to the Earth, we make fine jewellery you can feel good about wearing.
For many of our clients, the accessibility of lab grown diamonds is another advantage. Lab grown diamonds can be as much as 70% better value than mined diamonds, so they’re the responsible choice for the savvy consumer. Finally, our clients also love that they can choose the desired cut, clarity, colour and carat of their precious gemstone, putting them in full control of their budget and the overall appearance of their stone.
Where are your pieces crafted, and what measures do you take to guarantee exceptional quality in every item you create?
Our team of in-house jewellers, based in our Melbourne workshop, brings over 200 years of combined experience to every piece we craft. We take pride in our strict quality control process, ensuring that each ring meets our exacting standards before it reaches our clients’ hands.
Our jewellers employ cutting-edge techniques and state-of-the-art equipment throughout the entire creation process. From precise gem settings to meticulous and detailed polishing, we utilise innovative methods that ensure superior quality and durability. Our approach to resizing and repairs involves cutting edge fusion techniques, resulting in seamless joins that are stronger and more refined than traditional methods. This commitment to excellence guarantees that each piece not only meets but exceeds the highest standards of craftsmanship.
With Cullen, you can trust that every detail is handled with care and expertise. We offer a lifetime warranty on all our jewellery, a testament to the confidence we have in our craftsmanship.
What are some of the favourite Cullen pieces currently for engaged couples?
Oval cut engagement rings, like our Daisy oval solitare, are commonly requested for try-on in our showrooms. These elegant 58-facet stones, favoured by celebrities like Blake Lively, Kourtney Kardashian, and Ariana Grande, not only catch the eye but also create a flattering, elongating effect on the hand.
Another most-loved is the cushion cut, which we have perfected in our Ava elongated cushion solitaire ring. Its unique rectangular shape and gently rounded edges offer a pillow-like softness that stands out beautifully on the hand. Known for their incredible fire, cushion-cut diamonds dazzle with vibrant flashes of colour from every angle.
Our Ainsley 5 claw pear solitaire is also very popular. A pear solitaire ring is undeniably distinctive, with its elegant curves and sharp point. A well-cut pear diamond offers perfect balance, radiating brilliance across its 58 facets, and is a truly captivating choice.
For grooms, our classic flat bevel band is a popular choice. With its clean, refined finish and a design that sits flush on the hand, it’s a great option for those with an active lifestyle—ensuring both style and comfort.
Could you describe your experience working with Cullen Jewellery on a custom piece? How do you ensure the client’s vision is reflected in the final design?
Many of our clients are drawn to the personal touch of a made-to-order design. While the ring customisation process is very involved, our approach is informative, empowering, and seamless. Whether clients visit one of our showrooms or opt for a virtual consultation, we ensure the journey is both educational and exciting.
We encourage clients to bring us their vision. We love seeing ideas for custom designs, and the more detail they have, the better. We love to help refine their ideas, and if they’re unsure of any aspect, we can guide them through the process. Once their vision is clear, we provide a quote, ensuring they have a full understanding of their budget from the outset.
Next, we create a detailed 3D CAD model of their ring. This step is invaluable, allowing clients to see their design and decide if they love it or want to make adjustments. Some customisations are hard to communicate, so we ensure clients can refine the CAD until they’re completely satisfied.
When the design is perfect, all that’s left is to confirm the deposit, and our expert jewellers begin meticulously crafting the ring. This process typically takes 40 business days, as each piece is handled with the utmost care and attention.
The most exciting moment comes when the ring is complete— we send our clients a video of the finished design. From there, they can either arrange to pick it up or have it discreetly delivered to their door inside our signature ring box.
Cullen Jewellery has expanded globally quickly. Once Auckland and Adelaide are running smoothly, are there any more exciting new markets you’re planning to enter?
Since our founding, we have delivered orders to corners all over the world. We have big plans to expand our physical presence with the opening of new showrooms across the world, allowing more clients to engage with us in real life and see our fine jewellery firsthand.
Two new showrooms just opened in Australia – Adelaide and Sydney, and internationally; we are looking forward to opening our Auckland, San Francisco, Toronto, and London showrooms by the end of the year.
Moving forward, Cullen Jewellery will continue to connect with more clients across the globe, making their dream proposals possible. You can also expect us to lead by example towards a more transparent and compassionate jewellery industry. We believe in leading by example, contributing to a more sustainable and ethical future for the jewellery industry.
Can you share an inspiring story or a memorable client collaboration that highlights your brand’s craftsmanship and design expertise?
This year, Cullen Jewellery was honoured to design and craft a one-of-a-kind marquise diamond pendant for The Otis Foundation, a national not-for-profit offering retreat stays at no cost to individuals facing the challenges of breast cancer. The custom marquise pendant, crafted in 18K yellow gold, sold for $9,000 at the 2024 Otis Foundation Ball live auction.
Inspired by the Otis Foundation’s invitation design, the pendant seamlessly incorporated a flowing, smooth frame around the bezel-set marquise diamond, with a delicate twist through the design reminiscent of the breast cancer ribbon. To achieve both elegance and impact, we built an inlaid diamond bail around the pendant, ensuring the piece remained delicate while incorporating as many diamonds as possible. It was a true privilege for us to bring this meaningful design to life.
Looking to the future, what are Cullen Jewellery’s plans for further innovation, and how do you envision continuing to innovate in design and sustainability?
Innovation is at the heart of what we do. Cullen Jewellery‘s plans for innovation are rooted in our commitment to creating timeless pieces that last a lifetime. We communicate elegance by combining premium materials with unwavering care through our craftsmanship process. We ensure each element of our fine jewellery pieces is blended harmoniously for a functional yet elevated design.
Highly specialised tools enable us to create flush claws, secure gallery rails and support bars, mirror-polished bands, and other small details that ensure everything looks harmonious.
We are focused on expanding our jewellery education resources and integrating AI to help clients find the perfect diamond and get instant answers to their questions. By leveraging technology, we make the process more seamless and empowering for our clients.
In the same spirit, we are dedicated to creating inviting, accessible showrooms. Each space is designed for comfort, ensuring clients feel welcome to explore all options and receive expert guidance on our gemstones and precious metals—without any pressure to purchase.
Lastly, we’re excited to grow our team and train the next generation of jewellers at our Melbourne workshop, continuing to set the standard for excellence and care.
See more by visiting cullenjewellery.com or @cullenjewellery or cullenjewellery. Explore Cullen Jewellery on the Together Journal Online Directory.
