Press release -
900 million years of storytelling live on in a rare jewelry brand working with raw diamonds
As the only designer in the world to make uncut diamonds her niche, Maya Bjørnsten has built Roughdiamonds.dk into a sought-after jewelry brand celebrated for its raw elegance and rare authenticity – shaped by more than 900 million years of history.
In a world obsessed with polish and perfection, Danish designer Maya Bjørnsten has chosen a different path. Her brand, Roughdiamonds.dk, is the only one of its kind to specialize exclusively in raw diamonds – stones that carry stories dating back over 900 million years. From her Hidden Boutique – a peaceful oasis tucked away from the hum of central Copenhagen – she brings these stories to life through handcrafted pieces desired by clients across the globe.
The diamonds are handpicked with a special permit from the diamond bourses in Antwerp, the world’s epicenter of raw diamond trading, where more than 80 percent of all rough diamonds pass through. Out of more than 12,000 different qualities of natural diamonds, Roughdiamonds.dk works primarily with rare, high-grade stones usually cut for fine jewelry.
– We create every piece by the mantra ‘Love it like it is’. Only naturally beautiful stones are selected – they can be anything from textured and rugged to brilliantly clear, says Maya Bjørnsten. She adds:
– Every raw diamond carries its own personality – an imperfection, a color, a shape – which we preserve instead of polishing away its character and history. That’s what makes each piece unique, just like the person wearing it.
From the earth’s core to rare craftsmanship
Roughdiamonds.dk’s natural diamonds are formed over millions of years under immense pressure and heat deep within the earth. Along the way, elements such as nitrogen or boron and small distortions in the crystal structure create unique refractions of light and rare color variations. Maya Bjørnsten’s fascination with these diamonds began by chance, when her husband returned from Antwerp with hundreds of photos of raw stones.
– I come from a completely different professional background and had never been interested in jewelry – until I saw raw diamonds for the first time. Almost two decades later, Roughdiamonds.dk stands as a symbol of understated luxury and raw elegance – jewelry that carries both a story and a soul, she says.
When she discovered that no other jewelry brands were working with uncut diamonds as their niche, she knew she had found her calling. Today, Roughdiamonds.dk creates bespoke pieces made to order and offers a selection of finished designs online and in their boutique, where the atmosphere invites curiosity – and sparks love at first sight.
In the workshop inside the boutique, goldsmiths and diamond setters shape each design with deep respect for the raw individuality of every diamond. Working with uncut diamonds is a delicate and demanding craft, requiring precision and an intuitive understanding of each stone’s unique qualities. Each diamond dictates its ultimate design.
– Working with imperfect, raw diamonds requires care, patience, skill, and passion. It’s a gentle process, where we allow each diamond’s true character to come forward. No two diamonds are alike – and neither are our pieces. That’s exactly how we want it, says Maya Bjørnsten.
Jewelry with soul
Around 75 percent of Roughdiamonds.dk’s customers come from abroad, and people travel from all over the world to find jewelry they cannot get anywhere else. Some fall in love instantly and choose their diamond in a single day, while others spend months – even years – finding the one that feels right before the design takes shape.
One customer from the US dreamed of a piece featuring a five-carat raw diamond from Botswana – the place where he met his partner.
– It took almost a year and a half to find the right stone. The finished piece became a symbol of their love story, says Maya Bjørnsten. She adds:
– Our jewelry appeals to those who see beauty in nature’s imperfect forms. People who want to express themselves – honestly and personally – through something that feels real.
Another customer, Rikke Struve, has worn uncut diamond jewelry since the brand’s early days. One bracelet in particular – featuring a green diamond – took on profound meaning when her son Rasmus suffered a brain hemorrhage.
– The diamond carries the color of hope and gives me strength. I wear it every single day as a reminder that even when life hurts, there is always hope. Today, Rasmus lives in a new, wonderful version of himself. All my diamond pieces are valuable investments – but above all, investments in memories, says Rikke Struve.
Roughdiamonds.dk works exclusively with diamonds responsibly sourced with care for people and the planet. All diamonds comply with the Kimberley Process, which certifies shipments of raw diamonds as responsibly sourced and prevents the trade of conflict diamonds. The brand’s suppliers are certified members of the Responsible Jewelry Council, which sets leading ethical, social, and environmental standards in the jewelry and diamond industry.
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Roughdiamonds.dk is a Danish jewelry brand that has specialized in natural, uncut diamond jewelry since 2007. Since 2014, the brand has operated its Hidden Boutique — a combined store and workshop — in the heart of Copenhagen. Roughdiamonds.dk’s designs honor the raw beauty of nature’s own diamonds, allowing their unique stories to shine through. All diamonds are responsibly sourced in accordance with the Kimberley Process, and suppliers are certified members of the Responsible Jewelry Council. Pieces can be commissioned as bespoke designs or purchased from the brand’s selection of finished jewelry in-store and online at www.roughdiamondsjewellery.com
