Finding the sparkle in Polished Diamonds

In search of a fresh start, hotel manager Nick Nielson left the tourism sector more than three years ago for a shiny new opportunity he knew nothing about as the new franchisee of Polished Diamonds in Ponsonby.

Eighteen months later, and just as Nielson was starting to get a grasp on the complicated and emotional jewellery world, covid-19 struck and his journey of learning how to navigate a pandemic as a bespoke jeweller began.

Polished Diamonds has soldiered through the tough times, and Nielson hasn’t lost any of that early passion that first intrigued him in 2018.

“I just can't see myself doing anything else. I absolutely love it,” he says. “Nobody ever goes to a jewellery store in a bad mood.”

Managing a jewellery store through the pandemic was stressful and income dropped during Auckland’s multiple lockdowns, but plenty of new engagements and weddings still brought in customers.

Unlike bigger jewellery stores and chains that have struggled with major supply issues, Polished Diamonds hasn’t had to worry.

“One of the great things for us is that we design, tab, cast, create and set all our jewellery here in New Zealand,” Nielson says.

Diamonds were the only material not sourced domestically, and Nielson has a global pool of 30 diamond cutters he can draw on. If he needs something fast, his regular importers can get him a rock within two hours.

“If my local diamond importers don't have it, or if someone's looking for something a little bit large or a little bit rare, then I go overseas to find them,” he says.

His Ponsonby business is a franchisee of the original Polished Diamonds store in Christchurch, which was founded by Dan Joines in 2004.

Nielson says he’s had to learn everything from scratch – how to design jewellery for a wide range of customers, manage the jewellery-making process, and work out how to outshine the bigger chains in the industry.

“I had to learn a hell of a lot of stuff that I knew nothing about,” he says. He credits Joines as being an outstanding mentor who helped him find his feet in the industry and taught him everything he needed to know about jewellery design.

Polished Diamonds is best known for its engagement rings and Nielson says he’s noticed how his clientele – mostly people in their late twenties and thirties – want to be involved in the design.

“Most of them want something unique,” he says. “They don't want something that's churned out overseas and is going to get sold three hours later to a different person.”

To meet those needs, Polished Diamonds uses computer-aided design (CAD), to design and produce every ring that comes out of the Ponsonby franchise and original Christchurch stores.

Nielson says Polished Diamonds is an industry leader in using computer-aided design, which was part of the attraction for him.

“Using the software enables designers to showcase ring styles and gemstone measurements for the client’s finger size,” he says.

“Clients can then ask for changes like engravings, side diamonds and style adjustments via the computer system.”

When the design is perfect, it gets 3D printed in a high-resolution wax and shown to the client. If the client’s happy, work on the ring begins, if not, Nielson goes back to the design board.

“A lot of people think that CAD custom-made jewellery is only for the elite and that’s not the case."

It’s one of the biggest challenges that Nielson has found when he’s promoting the technology, and not helped by his rivals charging an “exorbitant” amount, he says.

“It doesn't matter whether I'm making a ring that's $5,000 or $25,000, we use the same 3D printer, metal, diamond setter and casting process for everyone.” 

Nielson says he isn't worried technology might overtake traditional jewellery-making methods and design.

“Technology can only get so far, and diamond setting and jewellery construction is still very much an art form. And just like art, you can't replicate that with robots.”

And like other art, jewellery often stays within an owner’s family for generations.

“I love that by being involved in this process, our rings become attached to one of the biggest moments of joy someone is hopefully ever going to have.”

Nielson has just one goal for the future – to draw people in search of the perfect engagement ring or wedding band away from the mall and into Polished Diamonds.

“People need to know that we can do anything that they want for the price that they want it for,” he says.

“We want to be the jewellery store for everybody.”