Legacy beyond trends: Natural diamonds and the art of slow fashion

In a world where trends change by the minute, choosing to slow down feels almost rebellious. Whether it's the season's hottest fashion picks or accessories to match, most purchases have been driven by indulgence. The same sentiment has been reflected in how jewellery is bought. Yet, a gradual shift is underway. More people are beginning to gravitate towards pieces that are not just stylish but are ethically created and stand the test of time. The slow fashion movement, with its focus on intention, quality, and mindful consumption, is now influencing how jewellery is chosen, worn, and passed down.

In this changing landscape, natural diamonds naturally find their place. Each one carries a story shaped quietly over billions of years, a reminder of the earth’s own artistry. No two are ever alike, and that uniqueness lends them an allure that endures far beyond shifting style narratives.

Dubai-based creator, investor, and entrepreneur Masoom Minawala has witnessed this shift firsthand. Born into a family with deep roots in the jewellery business (her father, Rajesh Minawala, founded Lion Jewellers), she grew up immersed in the craft of designing custom diamond pieces. This upbringing not only nurtured her appreciation for heirloom jewellery but also gave her an insight into its value.

Jewellery as emotional investment

For many, jewellery has always held emotional value. Today's luxury consumers, however, consider both emotional and financial value when making a choice. Minawala highlights, “When someone invests in a

natural diamond, they are choosing something that lasts. There’s the sparkle and craftsmanship, yes, but also the story, the heritage and the legacy.”

That sense of longevity is not just about quality but the history each stone carries within it. Choosing such a piece, then, isn’t as simple as picking an accessory. It’s about embracing something rare, which is shaped by time and nature. “Culturally, in families where jewellery is passed down as heirloom, a real diamond becomes a marker of love, of a milestone, of continuity, and it’s more than just glitter,” adds Minawala.

For Minawala, these ideas are not abstract; they are lived experiences. She speaks of a solitaire necklace she inherited, a piece that has moved through the women in her family. It was worn by her mother-in-law, who received it from her mother-in-law and carries an unbroken thread of memory, affection, and shared legacy. It’s the diamond Minawala chose to wear for her sangeet, not because it matched an outfit, but because it anchored her to lineage and belonging. “Wearing it doesn’t just complete a look, it completes a feeling,” she says. “ A diamond in that context is not a fashion accessory, it’s a silent witness to lives, stories and celebrations.”

A particular memory stands out. While preparing for a shoot in her hometown Mumbai, Minawala chose a heirloom diamond necklace that once belonged to her grandmother. The moment she clasped it, she felt an immediate connection. “It felt like I was channelling not just my own style, but my grandmother’s grace and stories,” she recalls. Throughout the day, elders remarked, “You look like her in that.” As Minawala notes, those compliments weren't about the jewellery alone—it was about heritage, belonging, and continuity.

Slow fashion meets quiet luxury

This appreciation for permanence is part of a broader cultural shift, one that Minawala has embraced personally. “Over the years, I realised that constant consumption doesn’t bring fulfilment,” she explains. “I wanted to invest in pieces that endure, that tell a story, and that I could pass on.”

Just as slow fashion encourages consumers to value craftsmanship and intention over mass production, slow luxury brings the same mindset to jewellery. “When you approach jewellery through slow luxury, you’re not just buying a product but investing in craftsmanship, rarity, and pieces that carry emotional meaning for decades,” she adds. “It’s about choosing timelessness over trends.”

She further explains: “Young consumers today aren’t impressed by logos alone. They are savvy, global and care about origin, ethics and craftsmanship. They want to know if it reflects their values. A diamond with transparency, provenance, and history is far more appealing than something just fashionable.”

This ethical and intentional approach makes diamonds more than an adornment; they become a means of personal expression. “For me, coming from a heritage steeped in luxury, but living across digital, global, and creative worlds, a diamond piece bridges those realms,” Minawala reflects. “It honours tradition while reflecting a modern, conscious identity. Choosing pieces thoughtfully, with meaning and longevity in mind, is very much in line with the philosophy of slow fashion,” she says. “And when you pass them on, it’s heritage in action—values, stories, and craft moving through generations, not just possessions.”

Minawala hopes to pass her diamonds forward, turning ownership into a legacy. “I hold a piece that I know could become a family heirloom,” she shares. “It’s more than metal and gem—it ties the past and future together. I hope to wear it, reshape it, and then pass it on so that another person in my family can wear it and tell the story.”

For her, this is why natural diamonds stand the test of time. They witness human stories, connecting generations while remaining personal. “They transcend fashion; they become family,” she says. “They anchor us to what matters, long after trends fade. And that, I think, is the real magic of natural diamonds.”

All images: Masoom Minawala

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