Our Story:

How It Began

Our Story

Gabrielle and Alice

Gabrielle and Alice have both always been fascinated by diamonds: the simplicity, the science, the mathematical clarity. They find comfort in knowing that a particular cut at a particular angle gives a particular visual appearance – x + y = sparkles!

Spending The Life Savings

Living separate lives across the Atlantic, Alice and Gabrielle met online (where else?) sharing their fascination for fine jewelry. Immediately recognizing kindred spirits, their conversations quickly turned to life, love, hopes, and dreams.

Their commonalities didn’t end with diamonds: sharing stories of their respective engagements and divorces, work histories and life lessons, they realised their similarities were far more in number than their differences. One brain spread over two countries.

Together, their data and research-loving minds immersed further into the big jewelry retailers; their (quite frankly, dodgy) practices and sub-par diamonds. Horrified at the mark-ups they were seeing, and aligning completely in sadness at the ethical and environmental cost of traditional diamond mining, their hobbies had become an obsession.

Gabrielle’s friendship gave Alice the push she needed: having spent 19 years working in social media, and desperate to do something to scratch her ever-growing creative itch and desire to do something more, ploughing her efforts (and life savings) into a different kind of jewelry side hustle. One that was kind to all people and the planet.

And after spending weeks sounding off all her initial ideas, designs, and plans via podcast-length voicenotes to Gabrielle, she realised she couldn’t do it alone.

Everyone Deserves To Sparkle

Gabrielle’s experience mirrored Alice’s, after months of being told by the people she worked with that she should be charging for the help she provided, and that she should go into business… there was no way that she would do it alone.

Over the winter holidays in 2024, while (once again) venting to each other about disappointing and subpar experiences with industry retailers, and in a voice note that’ll go down in history, together Alice and Gabrielle finally declared “let’s just f**king do it together!!”.

If they were going to do this, they were going to do it right: Alice shuttered her social media business, and they both threw caution to the wind to pursue a life of diamonds done right. Excellent quality, supply and pricing transparency, alongside unmatched customer service: Adamas Studio was born

Gabrielle and Alice are building Adamas for anyone who wants to celebrate themselves. Whether that’s for the reason of old love, new love, loving yourself, or leaving something behind.

We’re a safe space for all relationships, religions, and reasons for diamond purchases. We want to serve you the way you deserve to be served: whether that’s holding your hand through the process of a diamond selection or providing you with a neurodivergent and accessibility-friendly (online) space for consultations… making you happy is what makes us happy.

We can’t wait to connect to make all your diamond dreams come true – while resting safe in the knowledge we’re not harming the planet or its people.

Alice 🇬🇧

Alice has spent 20 years building brands, leading global marketing teams, and shaping the social media and influencer marketing landscape. But her real long-time love? Fine jewelry – and diamonds.

After designing her own engagement ring upgrade for her second marriage – sourcing a stone, finding the perfect craftsman, and project managing the process – she realised the industry was overdue for a rethink. Why was high-quality, meaningful jewelry and good customer service so very hard to come by? Why was it so staunchly limited to engagements? And, after she got access to wholesale pricing, why was it so insanely expensive??
This thought echoed her experience 11 years prior, when newly single with two babies under two, she bought herself a divorce ring – only for it to turn her finger green. A treasure celebrating such a huge milestone shouldn’t come with a side of regret – and ithchiness.

Bringing together her experience leading creative campaigns for companies like L’Oréal, Google, Amazon, and IKEA – and after a chance meeting with co-founder Gabrielle – together they are building Adamas Studio: a new era of fine jewelry.

One that’s transparent, ethical, and designed for all of life’s milestones – not just the ones tradition dictates.
Alice lives in Dorset, UK, with her husband, two dogs, and three children, each who have their own inspired-by Adamas rings (the children, not the dogs), even if they don’t quite fit them yet.

Alice’s Q&A

Favourite Ring in The Collection?
Choosing a favourite ring would be like choosing a favourite child – impossible! I am very partial to Willow, though: there’s something very special about this ring that brings a great deal of confidence. To me, it feels like a secret weapon.

Favourite Diamond Cut?
…Is always one I haven’t tried yet! I’m currently obsessed with Portuguese and can’t wait until we bring this cut to life in one of our designs.

Best Thing To Wear With A Diamond?
One of the things I love most about diamonds is their ability to make you feel special, even if you’re just wearing your pyjamas. My favourite thing to wear with diamonds is my comfiest clothes – no matter what, my fingers will feel happy.

Favourite Non-Diamond Stone?
This might be slightly biased because Gabrielle has just sent me a gorgeous specimen of one, but I’d have to say a LuAg. I plan on setting mine in a pink diamond trilogy!

Yellow Gold, White Gold, or Platinum?
Yellow gold, all day every day.

Best Part About Running Adamas?
As if looking at beautiful things daily wasn’t enough? It’s the friendship and connection I share with Gabrielle through parallel life experiences and a drive to do good: nothing beats it.

Gabrielle 🇺🇸

Gabrielle’s love for diamonds began the moment she cracked the mathematical formula behind their facets. An executive search and leadership consultant by trade (and a self-confessed magpie) she spent a decade advising Fortune 500 companies and private equity-backed start-ups. But her sharpest skill? People.

With a Master’s in Industrial-Organizational Psychology and years spent guiding c-suite executives through personal and professional transformations, she knows exactly what it takes to create highly personalized and meaningful experiences.

Her own story is proof of that. After leaving an abusive marriage that took three painful years to finalize, Gabrielle expected her engagement ring to be the most meaningful piece of jewelry she’d ever own. But it wasn’t. Her divorce ring meant so more. The process of designing it – sourcing the perfect stone, creating a piece that felt like self-reclamation, not loss – became a turning point. It’s about resilience, fresh starts, and celebrating yourself.

What began as a personal project soon became an obsession. Gabrielle immersed herself in diamond sourcing, applying the same research-driven, analytical approach that made her successful in the corporate world. By the end of 2024, she had guided over 100 people navigate the complex, often intimidating diamond-buying process.

She is passionate about making fine jewelry accessible and joyful, proving that it’s not just for engagements or big budgets. She lives in Chicago with her two beloved puppies, Alistair and Adeline, who, at this rate, may just end up with their own canine jewels.

Gabrielle’s Q&A

Favorite Ring in The Collection? (the different spelling is intentional)
Well, Alice said Willow, so I suppose I can’t ALSO say Willow! I’ll say Gabrielle (Alice named them, it’s not an ego thing, I swear!) because it reminds me of my mom’s first “upgrade” ring. Alice unknowingly named the core collection after a ring that profoundly shaped my journey. My parents married young with little money—my dad even took out a loan for my mom’s ring. Years later (I think I was 10 years old?), he upgraded it to what would become a nearly identical design to the Gabrielle ring, keeping my mom’s original diamond because of its deep meaning. I remember crying as he presented it to her. That moment shaped my love and reverence for what we choose to adorn our bodies with. A diamond is never just a beautiful object—it’s a symbol of the journey, and the obstacles overcome, through love, hard work, and a rock solid marriage. At Adamas, every ring represents something more. My favorite projects so far have been divorce rings for DV survivors like me and upgrades from men who cherish their wives like they’re the whole world, like my dad does my mom.

Favorite Diamond Cut?
Oh, this one, I may not be able to choose! I am a ~~hoarder~~ collector of precision faceted gemstones, not just diamonds, with a collection reaching (if not already exceeded) over 100. I will say, I love a marquise for a diamond. There is just something that feels so fierce and powerful, and I like the sharpness of it. But I also have a love affair with every modified brilliant cut I can get my hands on.

Best Thing To Wear With A Diamond?
Jammies. Alice stole my answer. I’m a chronic illness girly. I live in comfy and very well worn clothes and barely leave my house. Allllll of my shinies are worn with the coziest of cozy.

Favorite Non-Diamond Stone?
I’ll echo Alice and also name one of the really cool synthetics: neodymium. I’ll shout out Kari Kraine – I gifted Alice one of her pieces (the LuAg), and she cut my favorite piece – which is a neodymium. I’m obsessed.

Yellow Gold, White Gold, or Platinum?
I am DESPERATELY trying to become a yellow gold person. I own almost entirely white gold (nickel-free, of course), but I’ve been loving the richness of yellow gold lately.

Best Part About Running Adamas?
Alice. Without question. I keep calling her my soulmate across the sea, because that’s what she is. She has given me such a gift of, well, everything. None of this would be happening independently. She is my confidant, one of my biggest cheerleaders, and one of the best friends that I have ever had. I couldn’t do this with anyone else.