Stepping into a legacy business is no small feat, but for The Diamond Shop’s new director and this week’s Friday Muse, Sera Cruickshank, it was a dream come true. From a young age, she harboured a passion for the jewellery industry, a passion that serendipitously aligned with the retirement plans of Win and Linda Charlebois, the founders of The Diamond Shop. Their 30-year legacy, built on craftsmanship and trust, is now in her capable hands and guided by Win’s mentorship and a deep familial bond.
In her role as owner and jewellery designer, she balances a multitude of tasks daily. Whether she’s creating new designs, collaborating with clients on bespoke engagement rings, or transforming old heirlooms into modern treasures, her dedication to quality and customer satisfaction is unwavering.
Balancing motherhood and entrepreneurship, she infuses resilience and authenticity into every aspect of the business. This approach not only resonates with her customers but also reinforces the brand’s commitment to creating pieces that are both contemporary and everlasting. Below, Cruickshank shares her vision for the future, discussing how she plans to foster growth and drive innovation while staying true to the authenticity that defines The Diamond Shop.
In conversation with Sera Cruickshank:
Tell us about how you got to where you are today:
As a child growing up I used to say to my mum all the time how I desperately wanted to work in the jewellery space, and when I met Win [Charlebois] we just clicked immediately, it was almost fate that he was looking for someone passionate about jewellery and able to take over the business over the coming years as he eventually wanted to retire. For me it has been one of my greatest honours to be trusted with 30 years worth of history built by Win and Linda, and not only that, but they are now what I consider family and I still spend time with Win as a mentor and father figure in my life. Both Win and Linda are still instrumental to the business. Our journey has only just begun and we have big plans for the future of The Diamond Shop. My goals are to continue as a family business that offers our people growth and the wings to be the best they can; we’re all about elevating our people and innovating. I look forward to one day being able to hand the legacy onto the next person and being there to watch it continue to flourish.
What does an average day look like for you at The Diamond Shop?
I am often found juggling a mixture of projects from designing new pieces, working alongside clients to design dream engagement rings or classic staple pieces that they can enjoy for a lifetime as well as remodelling old jewellery into wearable pieces that can be worn and loved for generations to come. Being the owner also comes with problem solving, decision making and many other elements that come with running a business.
How does The Diamond Shop remain competitive?
For us the beauty is in the fact that 95% of our jewellery is made right here in NZ by master jewellers and although the market continues to be increasingly price competitive we believe and stand by our quality of products and offer a lifetime guarantee. Quality is never something we will sacrifice but instead we will continue to focus on educating our clients and showcasing the stunning design and craftsmanship that our brand projects. There are no corners cut with a piece from The Diamond Shop and my belief is that this brings the wearer even deeper magic and connection to their pieces.
In what ways does your personal brand align with The Diamond Shop’s values?
My personal brand deeply resonates with the values and image of The Diamond Shop, which is something I will forever be proud of.
Balancing the roles of motherhood and entrepreneurship has taught me the importance of timeless elegance, resilience, and authenticity – qualities that I strive to infuse into every aspect of The Diamond Shop.
My modern yet timeless style reflects the same approach we take with our jewellery designs: creating pieces that are both contemporary and everlasting. I feel this mirrors the journey of every woman who seeks beauty and meaning in her life, much like I do. My influence allows me to understand and cater to their unique needs and desires, ensuring that our jewellery not only complements their style but also celebrates their personal stories.
Balancing a successful business and a fulfilling family life can be challenging. Can you share some insights into how you manage to juggle these responsibilities effectively?
I think the word “juggle” is the key here, it really is a matter of working around what is a priority in that moment, sometimes it will be family, other times the business. I learnt very fast that you must be able to rely on the village, ask for support where it is needed, delegate where possible and most of all taking care of your own health must alway be a priority. There are seasons where you find more balance and times where you are required to give more but I believe that having our own health routine will give you the ability to manage this effectively.
As a businesswoman who embodies wellness, travel, and other commitments, what advice would you give to aspiring entrepreneurs looking to achieve a similar balance in their lives?
Surrender to the seasons and understand that there is give and take, usually in the beginning it is an immense amount of giving and the balance doesn’t seem to exist. This is a right of passage and my main piece of advice is to embrace it, find a wellness routine that ensures you are taking care of your health and make sure to ask for help and delegate where needed. Eventually balance comes by way of prioritising, and going for that lunch date might mean answering emails in the evening.
Quick-fire questions:
1. The most cherished item in my home is… my children
2. My favourite place to dine… Oyster and Chop
3. Best current season fashion purchase… Caitlin Crisp Coat
4. Where you’ll find me holidaying this season… Bali
5. The three beauty products I can’t live without… The Facialist Super Serum, Glow Oil and Anastasia Beverly Hills Brow Freeze.
6. My guilty pleasure TV show or movie is… Anything crime or a murder documentary.
