This week, Emirates Woman spoke to Pamela El Khoury, founder of DIAMIND, a leader in ethical lab-grown jewellery in Dubai.

Welcome to the Emirates Woman weekly series ‘How I got my job as…’ where we speak to some incredible entrepreneurs and businesswomen both based in the UAE and globally to find out about their career paths that led them to where they are now; what their daily routines look like; the advice they’d give to those starting out; and the hurdles they’ve had to overcome.

By utilising lab-grown diamonds and innovative designs, Pamela has revolutionised the fine jewellery industry, offering a fresh vision of luxury that is both beautiful and responsible.

To delve into her journey as an entrepreneur, Emirates Woman spoke to El Khoury to see how it all began.

What was your favorite subject at school?

I was definitely on the studious side in school so you wouldn’t be surprised when I tell you that my favorite subject in school was mathematics. I also secretly loved arts and sports, I was quite active in some varsity teams, and my favorite one was volleyball that took us to nationals!

What was your first job?

My first job was an internship at Booz & Co as an business analyst, and it turned into a 9-year long career in consulting that shaped me as a professional and taught me everything I know about discipline, time management, critical thinking and strategic planning.

lab-grown jewellery

What brought you to Dubai?

I moved to Dubai after the economic crisis started in my home country, Lebanon. It was clear to me at the time that the economy there would not allow me to explore and dive into my aspirations, so I took a hard decision to prioritize my professional over my personal life and hope that one day I can give back to my home country in a meaningful way.

What inspired you to enter the space and your brand?

I discovered lab-grown diamonds in 2019 by chance, and I was shocked to know that there is such an alternative to mined diamonds that is sustainable and more accessible with the exact same physical and chemical composition, and more shocked that it is not widespread yet. I thought to myself: “if I would rather buy lag-grown knowing what I know now, I’m sure many others would be happy to have access to it as well”. Then I decided that I should be part of the reason why it becomes more common and to offer this alternative to my community. So DIAMIND was born!

Talk us through the concept?

DIAMIND is all about two things, firstly, it offers the foundation of your jewellery collection with classic designs that are sustainable and impeccably made – truly everything you would need as a modern woman leading a busy life. Secondly, it gives you access to jewellery you never thought you could buy, at accessible prices. You’ve been dreaming about that 3-carat engagement ring? Well now we can create it for you at a price point you never thought was even possible.

What are the key elements of your role?

I am the founder of DIAMIND, and I am involved in every aspect of the brand – if I were to narrow it down, I design the brand strategy, conceptualize every collection and oversee operations to ensure every piece we produce meets the standard we hold ourselves against, and that each customer is ultimately happy with their jewellry pieces.

Talk us through your daily routine.

Being a mother is a big part of my daily routine, I cherish time with my son so mornings (6 to 10am) and evenings (4 to 8pm) are dedicated to him, no exceptions. Then I sit on my desk and go through my to-do list for the day, and here I try to remain as flexible as possible and go through top priorities first: I go through our newly submitted orders, review our marketing calendar for the month, I address PR requests, and so on. I then process all the new orders.

Usually my evenings involve some selfcare after my son goes to bed, which could be a workout two or three times a week, some beauty-related treatment, or just relaxing time with my husband. It is safe to say though that some days are busier than others especially when we are launching a new collection, organizing a photoshoot or an event which require a lot of planning and preparation.

What advice do you have for anyone looking to follow in the same footsteps?

I would say just start somewhere and start small – test the market, listen to your customers, learn and adjust. It is impossible to know everything you need before you go in, so might as well start the learning process as soon as possible.

Tell us more about the products.

Our products are truly designed to cater to the needs of the modern woman, since I personally experience and understand those needs. We offer pieces that are timeless and versatile that you can wear to the office, while walking your dog, on a night out and to school plays and they would definitely make a statement: you are busy but you look fabulous while doing it all. More importantly, there is a level of craftmanship behind every piece that we are slowly losing in the fast fashion and trendy world we live in.

We don’t compromise on quality because we know that when you look for a piece of jewellery to add to your collection, you are celebrating something – yourself, a loved one, a big achievement or a milestone – and you want that memory to last a lifetime. Lastly, when you work with us you can expect unmatched customer care. When we create your engagement ring, consider that we truly did not leave a stone unturned to find the perfect diamond stone for you. When you get the size wrong, don’t worry we’ll fix it. When you want to customise a piece, we’ll go through 100s of iterations to get it right. We’re on your side.

What is the best piece of advice you have ever received?

“Nothing worth having is free, and nothing free is worth having” – in short, work hard for what you want.

And what is the worst?

“Go with the flow and see what happens” – you then subject yourself to someone else’s ambitions, actions, and intentions which may or may not align with yours.

What’s the biggest challenge you have had to overcome?

Truthfully, jumping into the entrepreneurial world was scary. I am risk averse by nature and it took me a lot of courage to take this step. And from a more practical perspective, getting the business model right was difficult. We embed sustainability in our business, which means we don’t carry any stock, so it was very important to me that we create a model that allows for made-to-order, and foolproof quality control.

What lies ahead for the brand?

At DIAMIND, we are always looking for ways to bring our creations closer to our customers. We are exploring partnerships with third-party retailers to offer a physical space where clients can experience our pieces firsthand. This is especially timely following the launch of our Celestial Collection with Hannah Rasekh, a tribute to the beauty of the cosmos crafted with lab-grown diamonds and sustainable materials. As we continue to grow, our focus remains on redefining luxury with ethical craftsmanship and timeless design.

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Images: Supplied & Feature Image: Instagram