Diaminds in Design

About Diamonds In Design

Sara Taseer Shoaib, the founder and designer of “Diamonds In Design”, is herself an example of a truly unique modern woman. She was born in Pakistan and went to London for her studies. She holds a degree in Economics from London School of Economics and Political Science, she has also studied in New York at The School of Homeopathy, and had a private practice for the natural treatment of women, in New York City.

In Manhattan , Sara started her career in jewellery design which culminated in the creation of “Diamonds In Design” in 2000. In USA, her jewellery is marketed to wealthy society ladies and senior executives in Manhattan and affluent suburbs in New York through chic champagne lunches, “glittering” coffee mornings, and auctions in prestigious school, etc. Sara's jewellery is very exclusive; only for sale at selected shows and by private appointment. Each piece of her jewellery is different to suit individuals with different personalities.

Sara also organizes regular shows in Pakistan. The shows, held three times a year in New York, London and Karachi at the homes of prominent politicians and businessmen. These shows are widely awaited and anticipated events.

With an adventurous spirit to explore and innovate, Sara Taseer Shoaib relocated to Hong Kong in 2006, and brought with her the “Diamonds In Design” jewellery collection. Sara looks forward to bringing her fine jewellery at affordable price to stylish women in Hong Kong.

Designer's Statement

“Jewellery has been a family passion for me. My grandmother had a dazzling collection, which she wore at weddings, festivals and special occasions. Although she had an impressive array of stones, the nascent jewellery industry in Pakistan forced me to come up with ingenious design ideas to bring out the best in the gems. In Pakistan precious jewellery remained in privilege only the very affluent could enjoy. The concept behind the company is to have stylized individualistic piece of jewellery, which represent the women of today. Equally important is the diverse range of jewellery, which allows it to conform to all new age women. It can be worn at a wide array of occasions, as well as every day. Diamonds and gemstones signify prosperity, and allow successful women of today to define themselves in many different ways. Women can now emphasise their individuality and really enjoy a wide spectrum of gems, which become talking points. Jewellery should be a conversation piece and I design with that in mind – you either love it or hate it, but it is never boring. I like my jewellery to surprise my customers.
My designs dare to be different. They embrace florals, hearts, bouquets and butterflies. They celebrate color and style. I aim to bring jewellery to every day and every situation. I can work with any budget. My clients e-mail me with their requirements and I try and do the best I can to make them, or their special person smile.
Diamonds have traditionally been signs of love, eternity and confidence that a man bestows on a woman. Now, strong independent women can pamper and reward themselves through buying jewellery. The emergence of the right hand ring is the culmination of this idea. It is a show of the strong woman celebrating herself.
Women are also now much bolder and represent themselves through unique pieces, which say who they are. This may show itself in a bold choice of colors in jewellery, design or both.
In this light I have created a vast array of different design pieces. Each pieces is individually hand designed by me. It is proportioned by expert craftsmen in Italy , and set by hand in white or yellow gold. I do not repeat collections and designs. Generally my pieces are one of a kind. I vary color but do not mass produce, however my distinctive style is the common thread of my collections, and is easily recognizable.”

Sara Taseer Shoaib Founder and Designer of Diamonds In Design

Sara Taseer Shoaib, the founder and designer of “Diamonds In Design” jewellery collection was born in Pakistan to a prominent business and political family, one of the few families that have helped in building the infrastructure and economy of Pakistan after its independence. In the 80s, Sara Shoaib went to Singapore for high school education. After Singapore , she studied Economics at the London School of Economics and Political Science. Upon graduation, she worked for prestigious international banks in Pakistan. Sara's interests and talents are multifarious. After a few years in the financial industry, she enrolled in the New York School of Homeopathy and started her private practice as a homeopath in New York. However, the experience of working and living in New York revealed her true calling: her innate passion and knack for jewellery design increased day by day. At the beginning Sara marketed the jewellery pieces she designed to a small group of wealthy society ladies and senior executives in Manhattan only.
Business flourished and Shoaib's passion for jewellery design culminated in the creation of Diamonds in Design, in 2000. She also completed a graduate course in gemology and diamonds by the Gemological Institute of America (GIA).
Shoaib's design was strongly influenced by her experience and exposure in New York , where women have emerged as strong and confident. Such unique style enables here to develop a broad client base; whether classical or modern elegant or casual, Sara's design has something to offer for any modern women.
With an adventurous spirit to explore and innovate, Sara Shoaib moved to Hong Kong last year, and together bought in her “Diamonds In Design” jewellery collection. Shoaib looks forward eagerly to bringing her fine jewellery at affordable price to stylish women in Hong Kong.
Sara's jewellery is wearable everyday and there are also pieces for different occasions. Her ethnic origins add flair and color to her style. Having lived in Asia, USA , the Middle East and Europe , Sara Taseer Shoaib's jewellery encompasses a range of fusion concepts, rich in contemporary motifs and represents the true globalization of art and design.