In this episode with Aya Ahmad, we dive into her entrepreneurial journey as a third generation diamantaire. She shares the inspiring story behind creating Fyne from scratch and everything that goes behind the scenes of designing sustainable and timeless pieces by utilizing lab grown diamonds. From being a solo Founder to investing in her brand and scaling it, she shares her creative process of crafting exquisite jewellery pieces with an aim of empowering women through her elegant and eye-catching collections. Moreover Aya sheds light on the importance of ethics and sustainability that are the hallmarks of her brand Fyne.  Aya Ahmad is a third-generation diamantaire, Founder and Creative Director of Fyne Jewellery. She is on a mission to revolutionise the diamond industry through her empowered jewellery brand, Fyne. After starting out as one of the few women in the rough diamond trade, she saw a space for sustainable, ethical, and accessible jewellery. This saw her launch Fyne Jewellery: the first lab-grown diamond jewellery brand in the UAE. The brand prides itself on crafting sustainable, accessible and timeless pieces that can be passed down for generations.