CEO & Designer
Based in London’s Hatton Garden, La Diosa produces luxury statement jewellery made of exquisite and rare gemstones. Every piece is a one of a kind or part of a limited collection.
Founded by Natasha Faith and Semhal Zemikael, the duo conceived the idea for their company while travelling the world at the age of 19.
Since their first collection debuted at Harvey Nichols, La Diosa’s stunning designs have adorned Leona Lewis, Kim Cattrall, Sarah Brown and the Duchess of Cornwall.
Why did you decide to start La Diosa and when was the company founded?
My business partner and I decided to start La Diosa while travelling around the world at 19. It was while living in Mexico that the idea really took form and started becoming a reality. For a while we stayed with a small local community of women who taught us how to make jewellery, that experience was incomparable.
How did you devise the name for your business?
La Diosa, which means “The Goddess” in Spanish has taken on a life of its own. Its very name evokes all the values we both wanted to express through this business; beauty, exclusivity and empowerment.
We knew this business deserved a strong name and La Diosa was perfect! What woman doesn’t want to feel like a Goddess and what man doesn’t want his partner to feel like that? It would be a crime to deny that feeling to anyone.
What was your career path prior to starting La Diosa?
Before travelling I was studying Philosophy, English and Music at college. I would say Philosophy has played a huge part in my career choice, I’m extremely philosophical about life in general and especially about business.
Fashion and jewellery have always been an innate obsession of mine and I’ve always been a bit stubborn and independent while growing up, so the idea of starting a business was quite organic.
How did you meet your business partner?
I met Semhal while at college, we we’re in the same form and Philosophy class.
Where can I purchase your jewellery?
There are quite a few boutiques and department stores across the UK who now carry La Diosa. You can also come direct to us online or make an appointment at our Hatton Garden showroom.
If you’re lucky you may also get an invite to one of our private jewellery parties that we’ve started holding every month and purchase there. You can register your interest about attending through our website.
How long did it take to secure your first stockist and how did you close the deal?
Our first stockist was the Talisman Gallery at Harvey Nichols. We secured them in our third month of trading and sold out within two weeks. It was an amazing feeling. We closed the deal by taking a cheque!
I read that your jewellery has been worn by Sarah Brown, Leona Lewis, Baroness Amos, Kelly Rowland and Kim Cattrall. Do you have any other famous clients?
The Duchess of Cornwall and Theresa May.
If you could pick one person you’d love to dress who would it be?
I want La Diosa to be associated with powerful and stylish women and the one iconic woman of our time who I would love to represent our ethos is Michelle Obama. She epitomises female empowerment and boasts inspiration, two styles that never go out of fashion.
What have been the highlights of running your own business?
I love being my own boss and waking up every morning doing what I love, even at the tough points. I get to travel and connect with people who are truly inspiring. That’s a key point, surrounding yourself with people who you look up to is so important in business.
What is the hardest part of running your own business?
In business you are always faced with a challenge, if you focus on only one of them then you’ll miss the dozen others that are always trying to combat you. The good thing is each challenge comes with a lesson and you become better at the battle of business.
You have to learn to juggle a personal life with business and find time to squeeze in some normality as being a business owner can be crazy, but very rewarding.
What are you working on at the moment? Can you describe your typical working day?
We are always working on the next collection which means gaining inspiration and the perfect gemstones to match. My day is always different and that’s something I love.
Between client meetings, making jewellery, photo shoots, meeting stylists, sending emails and about a dozen other things I try and squeeze in some exercise. It’s important to stay healthy so that you can keep up and remain focused.
What, or who, inspires and motivates you?
I’m not someone who believes in one thing or person inspiring you. Everyone is different so you can learn so much in so many different ways.
Thanks to some of the people I choose to surround myself with I am constantly being inspired. La Diosa was inspired by my travels and some of the incredible sights I had the honour of experiencing.
Were there any resources that were particularly useful for starting your business?
The Prince’s Trust helped us start up when we got back from travelling and they were a great support. I’m now a Young Ambassador for the Trust and also Enterprise UK who also gave us support in the early stages.
The British Library also has a healthy amount of information on business, especially for market research.
What has been your biggest triumph to date?
There are so many great triumphs and achievements that I am so proud of. I love the simple fact that I am running a successful business full stop! The feeling that the options are endless is also a triumph.
What are your future goals for La Diosa?
I want La Diosa to expand its range and also diversify into other industries. We have a special vision for our company and its potential. As long as we stay true to La Diosa’s values I feel that our customers will help us grow organically.
What advice would you give to someone who is considering starting a jewellery business?
Gain a unique passion for your craft, understand your demographic and create a special philosophy.
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To make an appointment at the La Diosa showroom email firstname.lastname@example.org or call 020 7831 9175.
La Diosa updates the company website with new designs on a regular basis, as each necklace is a one of a kind. If a design is out of stock La Diosa can create a variation as long as the customer requests an appointment.
For more information visit www.ladiosa.co.uk
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Natasha Faith was interviewed by Octavia Goredema, founder of the Twenty Ten Club.