Inspiring Independents

Heidi Thompson is co-founder and head of creative and marketing alongside husband Scott at Carat London. The duo’s Gentle Diamonds range is making waves as the brand looks to offer a ‘gentler’ kind of diamond jewellery to the market.

Here Heidi Thompson gives a behind-the-scenes look at the company’s creative process.

Can you describe the company’s marketing strategy?
Over the past five years, we have learned to redirect resources and adjust our business to suit the current times as traditional methods such as print have been overshadowed by the digital consumption habits of consumers. Our marketing strategy has adapted accordingly.


Where does your inspiration come from?
Since the launch of our Gentle Diamonds range, I’m increasingly drawn to the aesthetics of the chic yet sustainable lifestyle: think natural elements, slower living and more considered purchases.

I find a lot of unexpected beauty in the everyday as well as in film and poetry, and aim to channel this through our jewellery designs and visuals.

Has the pandemic thrown a spanner in the works when it comes to arranging photoshoots. Have you had to be extra creative to make it work?
Not particularly, we have just shifted our methods to suit the circumstances that we are in. Our products are still shot in-house as they always have been.

Of course gathering our usual global production team has been difficult as travel has not been possible, but we have found ways to make it work with smaller scale photoshoots with more frequency.

Any tips for people aspiring to do what you do?
Keep an open mind, be resourceful. It’s going to take twice as long as you think, and cost you ten times more in terms of your time and money.

Running your own business is a 24/7, 365-days-a-year commitment, but if you love what you do, you’ll learn to cherish every step of the journey.

Gentle Diamonds, a range from Carat London, has today announced it will be sponsoring not one but two categories at the upcoming PJ Awards, and is even offering a special prize to the winners. Read more below:

Gentle Diamonds sponsors two categories at PJ Awards 2021