Diamonds + Sweatshirts: How it All Started

Next to “Which earrings do you always wear?” the question I get asked the most is: “How did you decide to combine diamonds and sweatshirts?” The short answer? It just made sense. The longer answer? Well, here’s how it all began.

From Fashion to Fine Jewelry
I’ve always had an entrepreneurial spirit—I knew I wanted to create something of my own. I studied Fashion Marketing & Merchandising and spent over 15 years in the fashion industry, working across design, product development, licensing, and business development. Fashion was my world, and I loved it.

But in 2017, I found myself experimenting with jewelry. I started a small, namesake collection, designing and making pieces that felt special to me. I loved every moment of it, but something was missing. I realized how much I missed the fashion side of the business. I even tried to incorporate apparel at the time, but the connection wasn’t quite there yet.

The “Aha” Moment
Fast-forward to 2020. I was working in International Business Development for a fashion brand, but when the pandemic hit, I lost my job. Suddenly, the industry was at a standstill—nobody was hiring, and for the first time in years, I had time to think.

And then, one day, it just hit me. I should call my business Diamonds + Sweatshirts—and literally sell both.

It felt so obvious in that moment, like something I had been circling around for years without realizing it. Within minutes, I secured the Instagram handle, emailed my lawyer to officially change the business name, and just like that—I was stepping into my next chapter.

Why Diamonds + Sweatshirts?
Now, almost a handful of years later, I can say with absolute certainty: this was the right move.
Running two product categories with completely different production processes can be challenging at times, but I wouldn’t want it any other way. I get to work on my two favorite things every single day—laid-back luxury at its core.

I love the idea that a simple sweatshirt can instantly feel elevated with a diamond necklace or earrings. That same necklace can then take you to a formal event at night, proving that true luxury is about versatility.

This brand is my uniform, my philosophy, my aesthetic.

Beyond the Jewelry & Apparel: A Lifestyle
Diamonds + Sweatshirts isn’t just about what we wear—it’s a state of mind. It’s about effortless confidence, about not saving your diamonds for special occasions, about embracing the mix of high and low in everything you do.

A sweatshirt isn’t just casual—it’s cool, intentional, and timeless when styled right. Diamonds aren’t just luxury—they’re versatile, wearable, and meant to be lived in. And that’s why I’ll forever be committed to the cool-girl uniform of Diamonds + Sweatshirts.

XX Amanda