Meet the jeweller saving the world, one diamond at a time.
Ethical diamond brand Do Amore’s founder Krish Himmatramka appeared on Shark Tank [the US version of Dragon’s Den] after applying for the fourth time, vowing not to apply again if he didn’t make it through to the filming day. His journey up until then has had its twists and turns, and a career change to top it off. Himmatramka wanted to create a product with a big enough margin to allow for each product sold to make an impact, and in came one of the world's most expensive substances, Diamonds.
Hey Krish, it’s a pleasure to learn more about your journey. Let’s start at the beginning - how did Do Amore come to be?
I’m an ex-oil and gas engineer. After being stationed on a drilling rig for a year, I learned how hard it was to drill for oil but how easy it was to drill for water. It took months to get to the oil, but we would hit water within minutes. This struck me deeply, as I’d witnessed the water crisis and its devastating impact on people when I was younger. I couldn't believe clean water was just beneath people’s feet, yet they didn't know how to access it.
Around the same time, I was looking for an engagement ring for my then-girlfriend [now wife] and was very bothered by the ethics of it. Every jeweller I spoke to had the same scripted answer to my ethical questions, which were based on a fear of “what if someone asks us about ethics?”. I proposed with a ring I made from recycled gold, an ethically sourced stone, and the day I proposed, I brought someone in Haiti access to clean drinking water. With my proposal, Do Amore was born.
Can you tell us more about the water impact project?
The water impact project is the heart of Do Amore's social impact mission. We pledge to fund the digging of two water wells in developing countries for every engagement ring sold, providing clean and safe drinking water to people in need. Since conception, the project has had a significant impact on communities around the world. As of May 2023, Do Amore has funded the digging of water wells, providing access to clean water for over 15,433 people in 11 different countries.
What lessons [if any] did you take from your professional career into being an entrepreneur?
One of the most important lessons is that perseverance and problem-solving are essential for success. Building a business requires a lot of effort, patience, and determination. As an entrepreneur, it's important to keep your eyes on the prize and keep pushing through the tough times.
Another lesson that I've carried with me is the importance of innovation. In the oil and gas industry, finding new sources of energy required constant innovation and adaptation. Similarly, in my business, I knew that I needed to create a product that not only met a need in the market but also had a positive impact on the world. By being creative and taking risks, I was able to come up with a unique product that has helped thousands of people.
You were on Shark Tank! Tell me about how that was? Is there anything behind-the-scenes that might surprise us?
Appearing on Shark Tank was an amazing experience that required months and months of preparation beforehand. While my segment was cut down to only 10 minutes, I was actually there negotiating with the sharks for more than 50 minutes. One thing that might surprise you is that everything on the show is real - there are no retakes or second chances. Despite the pressure and nerves, I was able to stay focused and present, and it was truly an unforgettable experience.
What is the best thing about selling diamonds?
The opportunity to make a difference in people's lives by providing them with one of life's most special and meaningful moments. We use recycled gold and ethically sourced diamonds to ensure that our rings are made with the highest environmental and social standards in mind. This allows us to create a product that our customers can feel good about purchasing and wearing.
What sets Do Amore apart from other lab-diamond or ethical diamond brands?
Our rings are not just ethically sourced or made with lab-grown diamonds; we partner with charities to fund well-building projects in areas where clean water is scarce. This way, every couple who chooses a Do Amore ring becomes part of our mission to help those in need.
We also take our commitment to sustainability very seriously. We offer our customers a highly personalised and transparent shopping experience. Our team of knowledgeable ring experts guide our customers through the ring selection process and answer any questions they may have about our rings or our mission. We also provide a detailed report on the exact origin and characteristics of each diamond we use in our rings, so our customers can make an informed decision.
What advice do you have for other brands in the luxury sector who want to move into social impact through their CSR activities?
Find a cause that aligns with your brand values
Integrate social impact into your core business strategy
Partner with credible charities and organisations
Communicate your social impact initiatives effectively
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