Jordan Cullen of Cullen Jewellery: How Ethical Sourcing and Lab-Grown Diamonds Disrupted the Traditional Jewelry Industry

As part of my series about “individuals and organizations making an important social impact”, I had the pleasure of interviewing Jordan Cullen.

At the age of 23, Jordan Cullen founded Cullen Jewellery, an ethical jewelry brand based in Australia. Specializing in bespoke lab-grown diamond and moissanite engagement rings, the brand has disrupted the traditional mined diamond industry by being digital-first and exclusively using lab-grown gemstones. In just five years, Jordan has guided Cullen Jewellery to become a rapidly growing 8-figure brand that invests significantly in new technology and its people, while also earning recognition as one of Australia’s Best Workplaces™ and prioritizing giving back to communities in need.

Thank you so much for joining us in this interview series! Can you tell us a story about what brought you to this specific career path and point in your life?

Thank you for inviting me to this interview series! It’s a real pleasure to chat about my journey and how I ended up on this particular career path.

My childhood was spent in a household with many children and just a single income. Times were tough, especially because farming wasn’t going too well back then. This situation made me ponder about money and financial security from an early age.

As I grew older, the idea of gaining independence and financial stability became more and more appealing. So, I decided to study entrepreneurship, hoping to learn how to spot opportunities and make a meaningful difference. That’s when I stumbled upon the engagement ring market.

I realized that the industry was riddled with issues — inefficiencies, inflated prices, and a fair bit of unethical behavior that I wasn’t too keen on. That’s when it hit me: I wanted to create a better alternative, something that would shake up the status quo and provide a more ethical and cost-effective option for consumers.

So, I ventured into this field, determined to tackle its problems head-on and bring about positive change. It’s been a challenging yet fulfilling ride so far, and I’m proud of the progress I’ve made. Every day, I continue to learn and grow, aiming to make a genuine difference in people’s lives through my work.

Can you share the most interesting story that happened to you since you began leading your company or organization?

Since starting Cullen Jewellery, there have been loads of stories that stand out, but one, in particular, has stuck with me. It’s about how a simple business appointment turned into a genuine friendship.

I was helping a customer find a ring, and as we chatted, we stumbled upon some shared interests. We really hit it off, and the conversation became increasingly enjoyable. They found the perfect ring, and we completed the transaction.

But that wasn’t the end of it. We stayed in touch, and our connection only grew stronger. Today, we’re close friends. It’s a great example of how authentic relationships can grow out of the most unexpected circumstances!

It has been said that our mistakes can be our greatest teachers. Can you share a story about the funniest mistake you made when you were first starting? Can you tell us what lesson you learned from that?

Definitely, sometimes our mistakes can teach us the most valuable lessons. I’ve got a funny story about a blunder I made when I was just starting out, and it’s a testament to the importance of attention to detail.

When I first began running my business, I had to pay a significant invoice. I was a bit overwhelmed, and in my haste, I accidentally sent tens of thousands of dollars to a completely random bank account instead of the intended recipient. As you can imagine, I was in a state of shock when I realized my mistake.

The money seemed to have vanished into thin air, and it took months of back-and-forth with various banks to sort it all out since it was an international transaction. Thankfully, we eventually managed to recover the funds, but the whole ordeal was quite nerve-wracking and, in hindsight, a bit comical.

The lesson I learned from this experience was the crucial importance of paying attention to detail, especially in matters involving finances. Now, I always double-check everything and take my time to ensure accuracy in all aspects of my business. It’s a funny story to look back on, but it certainly taught me an important lesson that I’ll never forget.

Can you describe how you or your organization is making a significant social impact?

Our organization is dedicated to making a significant social impact by taking a comprehensive approach towards sustainability and ethical practices in the jewelry industry. Our efforts involve using lab-grown gemstones, recycled gold and packaging, and establishing partnerships with charitable organizations to support communities in need.

Lab-grown gemstones are at the heart of our business. We believe that offering an ethical and eco-friendly alternative to mined diamonds is crucial to creating a more sustainable industry. Our lab-grown diamonds are grown in a controlled environment, eliminating the negative environmental and social impact associated with traditional diamond mining.

We also prioritize the use of recycled gold and packaging materials in our products, reducing our environmental footprint and promoting the circular economy. Our packaging is made from recycled materials, further minimizing our impact on the environment.

Furthermore, we strive to make a positive impact on communities in need through our partnerships with charitable organizations. We sponsor a child for every employee we hire, providing financial and emotional support to children in Africa. We also partner with various charities and organizations to donate a portion of our profits to support humanitarian causes and sustainable development projects.

Can you tell us a story about a particular individual who was impacted or helped by your cause?

Certainly, I’d be happy to share a story about how our cause has positively impacted an individual’s life. It’s a testament to the power of giving back and staying mindful of our fortunate circumstances.

In our company, we have a unique way of giving back to the community. For every employee we hire, we sponsor a child in need, primarily in Africa, where the negative impact of mined diamonds is most apparent. While we as a company provide financial support, our employees also contribute by writing letters and drawing pictures for their matched child, fostering a personal connection.

One of our employees, Isaiah, formed a particularly special bond with his matched child, a young boy named Ben. Over time, their correspondence evolved into a heartwarming friendship, with Isaiah sending letters and drawings to Ben, while Ben shared his dreams, aspirations, and gratitude with Isaiah.

Our sponsorship program has not only provided these children with much-needed financial support, but it has also allowed them to experience the warmth and kindness of people who genuinely care about their well-being. Moreover, this initiative has enabled our employees to appreciate their privileged position and to actively engage in making a difference in the world.

With over 20 employees now, we are proud to have impacted the lives of numerous children in a meaningful way, and we’re committed to continuing our efforts to support those in need and create lasting change.

Are there three things the community/society/politicians can do to help you address the root of the problem you are trying to solve?

Absolutely, there are three key actions that the community, politicians, and society as a whole can take to help us address the root of the problem we’re working to solve in the jewelry industry:

• Community: It’s essential for individuals to educate themselves about the issues surrounding the diamond and jewelry industries, such as unethical mining practices and the environmental impact. By prioritizing sustainability and ethical sourcing when purchasing jewelry, consumers can influence the market and support businesses that share these values.
• Politicians: We need tighter regulations to combat greenwashing, which is when companies falsely claim to be environmentally friendly or sustainable. By implementing strict rules and enforcing transparency, politicians can hold businesses accountable for their practices and ensure that consumers can make informed choices based on accurate information.
• Society: Accelerating the transition to lab-grown diamonds is crucial for reducing the negative impacts of traditional diamond mining. By embracing and promoting lab-grown alternatives, society can foster a more sustainable and ethical jewelry industry that benefits both people and the environment.

By working together, community members, politicians, and society as a whole can create an environment where ethical and sustainable practices become the norm, ultimately helping to address the root of the problems we’re trying to solve.

Are you working on any new or exciting projects now? How do you think this might help people?

We’re focusing on developing carbon-neutral lab-grown diamonds, which will greatly enhance the ethical side of our offerings. By further reducing the environmental impact of diamond production, we aim to set our company apart as a leader in sustainability and ethical practices.

This project has the potential to help people by providing them with an even more environmentally responsible choice when shopping for jewelry. It empowers consumers to make decisions that align with their values, without having to compromise on quality or aesthetics. Additionally, our commitment to carbon neutrality can inspire other companies to follow suit and adopt greener practices, leading to a more sustainable and ethical jewelry industry as a whole.

What you are doing is not easy. What inspires you to keep moving forward?

You’re right, what we’re doing isn’t easy, but there are several key factors that inspire me to keep moving forward in our mission:

1. Making an impact: Knowing that our efforts are making a tangible difference in the world, whether it’s through promoting ethical practices or supporting communities in need, fuels my determination to continue pushing the boundaries of what we can achieve.
2. Passion for the work: I genuinely love what I’m doing, and this passion drives me to overcome challenges and seek out innovative ways to improve our business and the industry as a whole.
3. Scaling our impact: As our company grows, so does our potential to effect positive change. The bigger we get, the more resources and influence we have to make a lasting difference in the lives of people and the environment.
4. Raising awareness: We want people to understand the benefits of lab-grown diamonds and consider them as a viable, ethical, and sustainable alternative to traditionally mined diamonds. By educating consumers, we can help shift mindsets and create a more responsible jewelry industry.

These factors serve as a constant reminder of our mission’s importance and the potential to create meaningful change. They inspire me to keep moving forward, even when faced with obstacles and challenges.

What are your “5 things I wish someone told me when I first started” and why?

1. Value your time as much as money: When I first started, I tried to handle everything on my own, believing it would save money. In retrospect, I wish I had realized that my time was just as valuable, if not more so, and invested it wisely. Delegating tasks and focusing on what I did best would have accelerated our progress.
2. Don’t go cheap and offshore: Early on, I opted for inexpensive offshore services to save on costs. Unfortunately, the quality of work wasn’t up to par, leading to setbacks and wasted resources. I learned that it’s better to invest in reliable, high-quality services that deliver results.
3. Value practical experience over saturated academia: While education is crucial, I’ve found that real-world experience has been more beneficial in my entrepreneurial journey. Gaining hands-on experience, learning from mistakes, and adapting to real-life situations have provided me with valuable insights that I couldn’t have acquired solely through academic pursuits.
4. Get a competent team around you as fast as you can: Building a strong team is essential for success. I learned that surrounding myself with skilled, motivated, and like-minded individuals helped drive the company forward and overcome obstacles more effectively. A good team can make all the difference in reaching your goals.
5. Understand your values before getting into business: When I first started, I wish I had a clearer understanding of my core values and how they would serve as my compass in business. As I’ve grown, I’ve realized that having a deeper goal beyond just making money is what makes the journey more fulfilling, meaningful, and sustainable. Aligning your business with your values creates a strong foundation for success and personal satisfaction.

These lessons have shaped my entrepreneurial journey, and I hope they can provide valuable insights for others starting their own ventures.

You are a person of enormous influence. If you could inspire a movement that would bring the most amount of good to the most amount of people, what would that be? You never know what your idea can trigger. :-)

If I could inspire a movement that would bring the most good to the greatest number of people, it would be a movement centered on cultivating selflessness and empathy in our everyday lives.

In today’s world, it’s easy to become focused on our own interests, often at the expense of others. This self-centered mindset can lead to inequality, exploitation, and environmental damage. The issue of mined diamonds is a prime example of how the pursuit of luxury can have devastating consequences for the voiceless — both people and the environment.

The movement I envision would encourage individuals to consider the impact of their actions on others and the planet. By promoting empathy, compassion, and conscious decision-making, we can create a more equitable, just, and sustainable society. This mindset shift can have a ripple effect, inspiring change in various aspects of life, from consumer choices to corporate responsibility and government policies.

Can you please give us your favorite “Life Lesson Quote”? Can you share how that was relevant to you in your life?

My favourite “Life Lesson Quote” is, “A wise man once said nothing at all.” This quote has been relevant to me in my life in several ways, particularly in the context of humility, listening, and understanding.

In today’s fast-paced, competitive world, it’s common for people to boast about their accomplishments, skills, or possessions. This quote serves as a reminder that true wisdom often lies in silence, humility, and self-awareness. Instead of constantly trying to impress others or prove our worth, we should focus on personal growth and learning from our experiences.

The quote also highlights the importance of listening, both to others and to ourselves. By remaining silent, we open ourselves up to the perspectives, ideas, and emotions of others, fostering empathy and understanding. In turn, this creates an environment where genuine connection and growth can occur.

Is there a person in the world, or in the US with whom you would like to have a private breakfast or lunch with, and why? He or she might just see this, especially if we tag them. :-)

Kevin O’Leary, one of the well-known investors on the show Shark Tank. Kevin’s extensive experience as an entrepreneur, investor, and television personality has given him unique insights into the world of business and the challenges faced by startups. I admire Kevin’s straightforward approach to evaluating business ideas, and his ability to pinpoint potential weaknesses and areas for growth.

How can our readers further follow your work online?

Your readers can further follow our work online by visiting our website at www.cullenjewellery.com, where they can find information about our products, mission, and the latest news about our company.

Additionally, readers can stay connected with us on Instagram by following our account @cullenjewellery. Through our social media presence, we share updates, stories, and showcase our beautiful and ethically-crafted jewelry pieces.

Thank you for your time. I wish you continued success — keep moving forward and always so positive.

About The Interviewer: Maria Angelova, MBA is a disruptor, author, motivational speaker, body-mind expert, Pilates teacher and founder and CEO of Rebellious Intl. As a disruptor, Maria is on a mission to change the face of the wellness industry by shifting the self-care mindset for consumers and providers alike. As a mind-body coach, Maria’s superpower is alignment which helps clients create a strong body and a calm mind so they can live a life of freedom, happiness and fulfillment. Prior to founding Rebellious Intl, Maria was a Finance Director and a professional with 17+ years of progressive corporate experience in the Telecommunications, Finance, and Insurance industries. Born in Bulgaria, Maria moved to the United States in 1992. She graduated summa cum laude from both Georgia State University (MBA, Finance) and the University of Georgia (BBA, Finance). Maria’s favorite job is being a mom. Maria enjoys learning, coaching, creating authentic connections, working out, Latin dancing, traveling, and spending time with her tribe. To contact Maria, email her at angelova@rebellious-intl.com. To schedule a free consultation, click here.