Aether is the first of its kind. If the company can be the voice to grow change, the future of diamonds would be one that always prioritizes the wellbeing of the earth.
‘What really stands out is that Aether’s ethos and values are progressive towards a lasting future, and I am drawn to the educational storytelling it shares transparently with its audience. For me, understanding a company’s values first and foremost gives me instant insight into the product’s future as a consumer, and its longevity,’ Nicola says. ‘As consumers become more savvy, they want transparency from brands. I truly believe that it will become less “abnormal’ for businesses to present clear facts across their brands’ owned platforms.’