A couple of years ago, Don Siah noticed a recurring theme among his friends: engagement rings were just too expensive, and many ended up settling for off-the-shelf pieces that didn’t quite reflect their style.
Wanting to offer affordable, customisable alternatives, Don decided to try his hand at the trade by starting Diamond Ateliers.
Coming from a family of jewellers, he tapped into his father’s manufacturing expertise—his father ows a factory in Hong Kong—and began focusing on lab-grown diamonds as an alternative to traditional gemstones.
Don initially offered virtual consultations at home in 2019. At the time, he still held a full-time corporate job and juggled custom orders on the side.
As orders grew, he made the decision to leave his job in 2022 and fully focus on growing his brand. He began in a modest 50 sqft studio at Spaces, Triple One Somerset, managing operations independently until 2024, when Diamond Ateliers officially opened its first spacious showroom at The Centrepoint, in Orchard.
A childhood spent in a jewellery shop
Don spent his childhood helping out at his grandfather’s shop, Beauty Goldsmiths & Jewellers. His father was also in the trade, but had gradually shifted away from retail to focus on manufacturing.
By the time Don was 18, he was already attending major trade shows—yet, he still chose to venture into the corporate world to gain real-world experience outside the family business and prove he could stand on his own.
Now 32, he brings both industry exposure and professional experience to the table. In 2020, Don further deepened his technical knowledge by earning a Graduate Diamonds Diploma from the Gemological Institute of America (GIA), solidifying his foundation in the trade.
At Diamond Ateliers, customers are able to customise every detail of their ring, from the diamond’s shape to ring settings, side profiles, embedded gems, engraving, band thickness, and even prong style.
Apart from engagement rings, the brand also creates wedding bands and other fine jewellery with a myriad of configuration options.
Following an in-depth consultation, Don creates a 3D model of the jewellery to visualise the final design. Once the customer is happy with it, the piece moves into the crafting phase.
Overall, each piece takes about two to three months to complete—an intentional timeline that ensures precision and quality craftsmanship.
A shift in consumer habits
As a manufacturer, Diamond Ateliers manages every step of the jewellery-making process. This approach eliminates unnecessary markups, allowing for significant cost savings—a key reason behind the brand’s growing appeal.
That appeal is evident in the numbers: the business now claims to produce 80 to 100 customised rings each month, and much of this demand is driven by a growing preference for more practical engagement ring options.
Traditionally, buying an engagement ring came with an unwritten rule: you were expected to spend at least two to three months’ worth of salary on it.
But Don has observed a clear shift in consumer habits, especially after COVID-19. “People are a lot more practical now. They’d rather spend less on a ring and use the savings on a honeymoon or other milestones.”
There’s also growing awareness and acceptance of lab-grown diamonds. For a long time, they were surrounded by misconceptions, with many assuming they were fake. In reality though, lab-grown and mined diamonds are chemically and visually identical.
Moreover, lab-grown diamonds offer a more ethical and environmentally conscious alternative, appealing to modern consumers who value transparency, sustainability, and affordability without compromising on quality.
That said, for those who still prefer natural diamonds, Diamond Ateliers offers a curated selection, too.
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Today, Don is supported by a dedicated team of jewellers at Diamond Ateliers, each contributing to the brand’s growth.
Though he’s proud of how far Diamond Ateliers has come, he stays grounded: “I’m not the top bespoke jeweller in Singapore—yet,” he said with a smile. “But I hope to get there someday.”
- Find out more about Diamond Ateliers here.
- Read other articles we’ve written on Singaporean businesses here.
Featured Image Credit: Diamond Ateliers
Great Job Angelynn Tan & the Team @ Vulcan Post Source link for sharing this story.
