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I like to fix things.
Amouret was born out of a deeply personal journey. As a professional with a background in psychology, customer experience, and digital strategy in the luxury sector, I've always been passionate about helping people make meaningful decisions.
Jewelry making has been a lifelong love of mine, but it wasn't until a pivotal moment in my life that I decided to turn that passion into something bigger.
During my treatment for cancer, I had a lot of time to reflect on what truly matters. It gave me the space to think about how I could make a difference, what I wanted to create, and the legacy I wanted to leave behind.
I knew I wanted to combine my professional expertise with my lifelong passion for jewelry, and it became clear that I had the opportunity to do more than just design jewelry—I could revolutionize the way people approach one of life’s most important milestones. I could bring joy and confidence back to the diamond-buying process.
It all started when I stumbled upon online diamond-buying forums. In those forums, I discovered something that really struck me: people were stressed and overwhelmed about purchasing diamonds, one of the most meaningful decisions in their lives. And they were turning to strangers to determine if they were making a good decision.
The online jewelry websites were simply diamond search engines—aggregating every possible diamond and using filters to help customers find the right one. But without an advanced understanding of diamonds, navigating these search engines was a nearly impossible task.
Despite hours of research, many buyers were still terrified they’d made the wrong decision. Why? Because these retailers optimized their sites for volume, not connection. I realized that the entire diamond-buying process had lost its joy, and that’s when everything clicked for me.
I knew I could create something different. An experience that didn’t just sell diamonds but transformed the way people approach one of the most important milestones in their lives. At Amouret, we’re here to bring joy back into the process of proposing, choosing a diamond, and designing engagement rings. By blending my expertise in customer experience with my passion for jewelry, I’ve built Amouret as a brand that makes every step of this journey feel magical, personal, and stress-free.
Our unique “Propose with the Stone” experience was designed to give couples more control and peace of mind. It allows the proposer to select the stone's shape, size, and type, while leaving room for both partners to design the ring together—creating something that represents their unique love story.
This approach removes the pressure of choosing a finished ring that might not match your partner’s style and instead focuses on a shared experience that is deeply personal.
For those who want to make the proposal itself unforgettable, we offer the Amouret Proposal Box, which includes a sterling silver moissanite solitaire ring as a placeholder while your final ring is crafted. This allows the magic of the moment to unfold without the stress of having to choose the "perfect" ring right away.
Our preselected diamonds are among the finest in the world, and we are here to guide you every step of the way. With GIA-certified experts, we make sure that from selecting the perfect stone to designing your dream ring, every part of your experience with Amouret is magical, meaningful, and stress-free.
At Amouret, we are more than just a jewelry company. We’re here to help couples create memories that will last a lifetime. Because in the end, what matters most is your love and the journey you are about to begin together.
— Kari O’Neil
Founder and Chief Experience Officer
I knew I wanted to combine my professional expertise with my lifelong passion for jewelry, and it became clear that I had the opportunity to do more than just design jewelry—I could revolutionize the way people approach one of life’s most important milestones. I could bring joy and confidence back to the diamond-buying process.
It all started when I stumbled upon online diamond-buying forums. In those forums, I discovered something that really struck me: people were stressed and overwhelmed about purchasing diamonds, one of the most meaningful decisions in their lives. And they were turning to strangers to determine if they were making a good decision.
The online jewelry websites were simply diamond search engines—aggregating every possible diamond and using filters to help customers find the right one. But without an advanced understanding of diamonds, navigating these search engines was a nearly impossible task.
Despite hours of research, many buyers were still terrified they’d made the wrong decision. Why? Because these retailers optimized their sites for volume, not connection. I realized that the entire diamond-buying process had lost its joy, and that’s when everything clicked for me.
I knew I could create something different. An experience that didn’t just sell diamonds but transformed the way people approach one of the most important milestones in their lives. At Amouret, we’re here to bring joy back into the process of proposing, choosing a diamond, and designing engagement rings. By blending my expertise in customer experience with my passion for jewelry, I’ve built Amouret as a brand that makes every step of this journey feel magical, personal, and stress-free.
Our unique “Propose with the Stone” experience was designed to give couples more control and peace of mind. It allows the proposer to select the stone's shape, size, and type, while leaving room for both partners to design the ring together—creating something that represents their unique love story.
This approach removes the pressure of choosing a finished ring that might not match your partner’s style and instead focuses on a shared experience that is deeply personal.
For those who want to make the proposal itself unforgettable, we offer the Amouret Proposal Box, which includes a sterling silver moissanite solitaire ring as a placeholder while your final ring is crafted. This allows the magic of the moment to unfold without the stress of having to choose the "perfect" ring right away.
Our preselected diamonds are among the finest in the world, and we are here to guide you every step of the way. With GIA-certified experts, we make sure that from selecting the perfect stone to designing your dream ring, every part of your experience with Amouret is magical, meaningful, and stress-free.
At Amouret, we are more than just a jewelry company. We’re here to help couples create memories that will last a lifetime. Because in the end, what matters most is your love and the journey you are about to begin together.
— Kari O’Neil
Founder and Chief Experience Officer