In this episode, Sarah sits down with Jess, the founder of Dainty Diamond, a Toronto-based direct-to-consumer jewelry brand known for its solid gold, sterling silver, diamonds, engagement rings, and wedding bands. Jess shares how her childhood spent in her father’s jewelry store planted the early seeds of entrepreneurship—even though she initially resisted joining the family business. After leaving her job during the pandemic, she took a leap into building Dainty Diamond, starting with Instagram posts, a small collection, and a one-year deadline to make it work. Four and a half years later, the brand has grown into a trusted destination for everyday fine jewelry and meaningful milestone pieces.

Listen in to learn about:

• How Jess turned her family’s 30+ year jewelry legacy into a modern, trusted brand—after initially wanting nothing to do with the industry.

• The pandemic moment that pushed her into entrepreneurship—and how she built Dainty Diamond from zero experience using pure consistency.

• The scrappy early strategies that worked: validating demand on social media before branding and growing a loyal community that shaped her collections.

• Behind the evolution from everyday jewelry to engagement rings and wedding bands—and what it really takes to earn customer trust for life-moment purchases.

• The real founder journey: combating comparison, building structure, balancing creativity and operations, and landing major partnerships like Charlotte Tilbury and Sephora.
  

Connect With Dainty Diamond

Website: daintydiamond.co

Instagram & TikTok: @daintydiamondd

Jess’s TikTok: @jessfried