To give you a full appreciation of the UK and global operation works, we will need to start at the beginning. "Iris Arnold", the founder and Director of Novita Diamonds, has throughout her extensive career, observed first-hand how old and established diamond companies, underhandedly exploit their customers. Most customers are often always first time buyers and don`t know nearly enough about the industry to make informed and savvy decisions.
Though, most of the employees of these stores and companies tried their best to help the customers make the right purchase decision despite the top-down pressure and interference from upper management to persistently upsell expensive options and addons that were not suitable, in either taste or budget, for the customer. The employees that tried the hardest to help were the ones who could consistently emphasise with the customers, risking the displeasure of management to provide genuine recommendations.
Iris recognised that those authentic employees were almost always women as they were the ones to form a connection with the customers successfully. It was also the unfortunate reality that they were time and again denied the opportunities to advance and bring into effect their hard-earned ideas and creative inspirations.
Therefore, in order to tackle these deep-rooted issues and provide the customers with the best possible experience, Iris felt she had no choice but to create and run a fully woman-owned diamond business; thus, Novita Diamonds was born. From its inception, the mission was to empower its workforce and employees to go above and beyond what was required to deliver choice, value, and, most importantly, a positive experience to its customers.
Unfortunately, many people find it out the hard way when they try to resell their 'diamond simulant', which they can't, as cubic zirconia has no value.The setting itself might carry some value, while the cubic zirconia, like any other diamond simulants, is always discarded.