A Rare Cut – Interview with Tania Santos Silva, founder of Lala Diamonds

WORDS: NICOLE LITTLE

What do the first 30 minutes of your day look like, your morning routine? Let me start by saying that I’m a mum of a toddler, so the first 30 minutes of my day are everything but fancy. Between waking up Santiago, or him waking me up, getting him ready for school, making breakfast, enduring the occasional tantrum… it can be hectic. I’m all about a strong beauty and wellness routine, so in the second part of my morning, sleep takes a major importance. When you’re a mum with a young son, a good night of sleep doesn’t happen that often, so I always try to get a power nap once he’s off to school. Following my nap, I go to the gym. I’m obsessed with a good HIIT workout! Work starts later in the day due to the time difference with my team in Portugal – which also means that my day ends later. What inspired you to launch Lala Diamonds and how did you know it was the right time? I was energized by the beauty of what nature produces and all its nuances, and how a seemingly “unappealing” rock can be transformed into magical and hypnotizing beauty. I was working very closely with the industry of rough diamonds, so during the first lock down, I decided I wanted to create a competitively priced brand that would allow more women to fall in love with this nature provided product as I did. I began working with my team in Portugal to develop the con- “Your fresh air embracing all moments of the client journey. We know diamonds are formed under pressure, cept; we were inspired by all women around us and we launched the Lala Diamonds brand. is the team you can you describe a high-pressure challenge you’ve faced and how you grew from its resoluLala Diamonds is run by an all-female team and places an emphasis on empowering women – choose to work tion? Can I still say Covid-19 and lockdown? I’m sure it was a high-pressure challenge for many, how does this translate into your pieces? During the creative process we never forget our with, without and I was no different. The world changed, people changed, priorities changed too. I’m more mission. We work to make our pieces delicate, powerful and memorable; alike to the women them you’re just focused on spending time with the ones I love, more focused on experiences, travel, enjoying my who constantly inspire us. This also allows us to work closely with our end clients to design another person freedom. I’m now more self-aware of the time we all have and how to maximise it properly. unique pieces for themselves and their loved ones, focused on what represents our clients, with an idea.” Do you have any mentors who have guided your career and what was a key lesson you learned their memories and emotions. from them? I’ve had a few mentors along the Can you walk us through your gem sourcing way, my mother was definitely the first one. process and how you ensure you’re working with ethically sourced She guided me to learn what mistakes to avoid in businesses. Howstones? One of our main priorities is the tracking of the gemstones. ever, for the past 8 years my husband has been, without a doubt, my We work very closely will all parts of the supply chain with the aim to true mentor. He has taught me how to remove any type of emotion guarantee their quality and ethical standards. This also gives us the from businesses and investment and continues to teach me every freedom to choose all our partners and suppliers very carefully, with day. One of my biggest takeaways from what I’ve learned from him a major focus on traceability and compliance. Our products come was that while we might love a concept, salaries aren’t paid with with the appropriate Kimberly certification and are conflict-free. love, so we also need to ensure designs work commercially. What personal philosophy do you live by that you have applied in your What advice do you have for aspiring entrepreneurs looking to define business? This is easy… trust! You can’t run a business alone. You their edge? My advice is to be 110% sure you want to do it. Have a need a team in whom you can trust, so you can delegate, and they plan B and C. Do all the pros and cons. Sleep on it, get advice from can implement. Entrepreneurship can be time consuming. Your people with experience (both good and bad). Trust your team, you fresh air is the team you choose to work with, without them you’re can’t do it all alone – it’s doomed to fail if you do. Finally, be more just another person with an idea. rational than emotional. You created Lala Diamonds to be an e-commerce operation – how This is The Entrepreneur Issue – how has becoming an entrepreneur does technology help your business to grow and how did you select impacted you the most and what does being an entrepreneur mean which platform to work with? Technology comes into play in many to you? Being an entrepreneur has enhanced my resilience without ways and it’s definitely what allows for major trends that are shap- a doubt. My patience has improved massively too. It’s a “knock the ing all industries – hard jewellery is not an exception. Not only does wall down when the door is locked” kind of vibe. It’s not easy, it will it allow for the digitalization of processes and traceability of all sup- never be, but the fun and pleasure that comes out of the fact that pliers; it allows us to reach a global audience. We launched our web- you’re slowly but steady succeeding, makes it all worth it. And it’s a site about a year ago, with a strong focus on customer experience, hell of an example for my son!