March 27, 2025 |
BLINGIN’ IT IS TEN’S ONLINE SERIES WHERE WE SPOTLIGHT THE INNOVATORS AND CHANGE-MAKERS OF THE JEWELLERY WORLD.
Belgium-born duo Jessica Warch and Sidney Neuhaus are the visionaries behind Kimaï, the fine jewellery house rewriting the rulebook with conscious lab-grown diamonds encased in 100% recycled 18k gold.
Founded in 2018, Kimaï is redefining fine jewellery for a new era – one where transparency is as precious as the stones themselves. Raised in the heart of the diamond trade in Antwerp, Warch and Neuhaus grew up surrounded by brilliance, yet beneath the industry’s polished façade, they saw a system clouded by opacity.
Traditionally, the origins of diamonds are often impossible to trace. In creating their brand, the duo decided instead to lab-grown diamonds – identical in composition but with a fully transparent journey.
Dainty yet daring, Kimaï’s designs form a collection of curated, sleek-set tennis bracelets, diamond-studded signets made for the modern rebel, and necklaces that appear to drip with dazzling stones. Whether stacked, layered, or customised, these newfangled heirlooms are made to be loved – and lived in. Antwerp remains the soul of the brand, where jewellers at Kimaï’s in-house atelier blend traditional savoir-faire with a fresh perspective, bridging heritage and innovation.
In just a few years, Kimaï has transformed from a disruptive concept into a defining force, becoming the first lab-grown diamond brand to grace the digital halls of Net-a-Porter.
We sat down with co-founders Warch and Neuhaus to discuss Kimaï’s journey and the shifting landscape of luxury gems.
ON THE EVOLUTION OF KIMAÏ’S IDENTITY
When we founded Kimaï at 25, the brand naturally reflected our youth – it was fresh, disruptive, and focused on redefining fine jewellery for a new generation. As we’ve grown, so has Kimaï, evolving into a more refined and sophisticated brand while staying true to our core values of sustainability and transparency. Our designs have matured with us, introducing higher-end pieces with elevated craftsmanship and a more luxurious aesthetic.
ON THE KIMAÏ CUSTOMER
The Kimaï woman is modern, independent, and confident – she doesn’t wait for someone else to buy her jewellery; she invests in pieces for herself. She values quality and craftsmanship but also seeks meaning and transparency in what she wears. Unlike traditional brands that often portray jewellery as something reserved for special occasions, we design for real life. Whether she’s in denim and sneakers or dressing up for an event, our pieces are meant to be lived in.
ON CREATING BESPOKE PIECES
Many of our customers come to us because our designs already feel bespoke – our rings are highly customisable, allowing clients to adjust details like carat weight, gold colour, and size to create something truly personal. For those seeking a fully bespoke piece, we offer a tailored design service where customers can bring their inspiration, whether it’s a specific style or a personal idea. Our designers work closely with them to sketch and refine the concept, ensuring every detail aligns with their vision. From there, we craft a one-of-a-kind piece that tells their story while staying true to Kimaï’s modern and refined aesthetic.
ON MISCONCEPTIONS ABOUT LAB-GROWN DIAMONDS
One of the biggest misconceptions about lab-grown diamonds used to be that they were “fake” or not real diamonds. However, that perception has shifted significantly in recent years. Lab-grown diamonds are chemically and physically identical to mined diamonds – even a trained diamond trader or certified gemologist wouldn’t be able to tell the difference without specialised equipment.
In the early days, educating customers was one of our biggest challenges, which is why PR played such a key role. Today, with social media and greater access to information, awareness has grown rapidly – now, more than one in two engagement rings feature a lab-grown diamond. While some education is still needed, lab-grown diamonds are quickly becoming the new standard in fine jewellery.
ON TRANSPARENCY IN SOURCING AND PRODUCTION
Transparency is fundamental to Kimaï, and we ensure it by maintaining a direct connection with every step of our sourcing and production process. We work only with trusted partners whose facilities we can visit ourselves. This allows us to see firsthand the working environment, meet the people behind the process, and ensure ethical and responsible practices are upheld.
from left: Sidney Neuhaus, architect Sandra Benhamou who re-designed the Kimaï store and Jessica Warch
ON BEING STOCKED BY NET-A-PORTER
Every achievement like this isn’t just a win for our brand – it helps redefine how people perceive lab-grown diamonds and sustainable fine jewellery as a whole. It reinforced that lab-grown diamonds belong in the world of luxury and that sustainability and high-end craftsmanship can go hand in hand.
ON THE FUTURE OF KIMAÏ
Retail expansion is a key focus for us. As we introduce higher price point pieces, we’re finding that having a physical retail presence enhances the customer experience, allowing them to see and feel the craftsmanship firsthand. We’re looking to open more stores in strategic locations, creating spaces where customers can explore our designs, try on pieces, and engage with our brand in a more personal way. While we’ve always been digital-first, we see retail as a natural next step.
Photography courtesy of Kimaï.
