Today on the show we’re learning from the co-founder of London based jewellery brand Kimai.
Kimai is a modern fine jewelry brand that delivers true traceability by using lab-grown diamonds and recycled 18k gold. By using lab-grown diamonds – which are physically and chemically identical to those that are mined – and recycled gold, they cut out all mines and middlemen and control the whole jewelry process, from design to delivery. They operate on a mission to prove that diamond mines are not forever, and that the biggest luxury is knowing where your jewellery comes from, and safe in the knowledge that it doesn't harm people or the planet.
In this episode we chat through the serendipitous moment that generated $150,000 worth of sales, her approach to fundraising and how they built a new brand in the midst of a pandemic.
Jess shares the remarkable journey of Kimai's early days, the unexpected cold-email success that generated $150,000 in sales, and how the company navigated challenges like the pandemic. Here’s how a couple of cold emails, a clear mission, and a bit of serendipity helped shape Kimai’s story.
The Spark Behind Kimai
Jess and her co-founder, both originally from Antwerp, grew up surrounded by the diamond industry. While Antwerp is considered the diamond capital of the world, the duo noticed a serious problem – it was nearly impossible to know the true origin of the diamonds being sold. Motivated by this lack of transparency, they decided to create a brand that did things differently. With just $5,000 each, they set out to launch Kimai, a company that uses lab-grown diamonds and recycled gold to offer customers beautiful, high-quality jewelry that they could feel good about wearing.
The Power of a Cold Email
Kimai’s big break came shortly after its launch. Jess knew that getting the brand's jewelry in front of the right people could make a huge impact. Meghan Markle, who at the time was known for her sophisticated style and support of ethical brands, was the dream ambassador for Kimai. Jess decided to take a chance on cold emailing people in Meghan’s network, sharing Kimai’s story and mission.
After a few straightforward emails detailing the brand’s commitment to sustainable luxury, Jess managed to get the jewelry into Meghan's hands. And when she was spotted wearing Kimai’s pieces, the impact was instant. In just two to three weeks, the brand generated $150,000 in sales—without any paid marketing. It was the type of breakthrough that many brands dream of, showing the power of seizing the right opportunity.
Lessons from Cold Emailing
Jess is a firm believer in the power of cold emailing. Her approach? Keep it simple, tell a compelling story, and be strategic about who you reach out to. Whether it's potential customers, investors, or influencers, Jess has made it a habit to reach out to people who could help propel the brand forward. She suggests being resourceful—if you can’t find an email address, don’t be afraid to guess it, scour LinkedIn, or use other online tools to track down the right contact.
Her advice to other entrepreneurs is clear: don’t overthink it. Sometimes, you just have to dive in and see what happens. Even if it feels daunting, the right cold email could lead to an opportunity that takes your business to new heights.
Navigating the Ups and Downs
Like many businesses, Kimai faced its share of challenges, particularly during the early months of the pandemic. With a significant amount of money in the bank from a $1.2 million seed funding round, Jess and her team had to pivot quickly as the world was changing. Instead of pushing products during such uncertain times, they pulled back, focused on reducing costs, and prioritized customer connections.
Kimai used the downtime to expand into new categories, including engagement rings. Once conditions began to improve, they resumed investing in marketing and continued testing various strategies to see what worked best. Jess believes in the power of experimenting—finding the right approach is a continuous process, and businesses need to adapt based on customer feedback and market trends.
Building a Brand That Stands Out
A key factor in Kimai’s success has been its emphasis on personalized customer service. Jess and her team prioritize creating a brand that feels approachable and connected to its customers, rather than just being a big logo. Jewelry purchases often lead to lifelong customers, so fostering loyalty is crucial. Kimai engages with its customers through meaningful communication, which has helped turn first-time buyers into repeat clients.
Jess’s journey shows that while it’s important to have a great product, having a clear mission and strong brand identity can set a company apart from competitors. For Kimai, the goal has always been more than just selling jewelry—it’s about promoting transparency and sustainable luxury, and making a positive impact in the long run.
Parting Advice for Aspiring Entrepreneurs
Jess admits that when she and her co-founder started Kimai, they were young, naive, and didn’t overthink what it meant to be entrepreneurs. But sometimes, that’s exactly what it takes to succeed. Her advice to others? “Just go for it.” There’s only so much you can predict or prepare for, and often, the best way to learn is by doing. Take calculated risks, don’t be afraid to make mistakes, and always keep your brand’s mission in mind.
Starting with minimal resources, taking advantage of unexpected opportunities, and staying true to their values has helped Kimai become a brand to watch. Whether it’s reaching out to a celebrity, navigating a crisis, or growing customer loyalty, Kimai’s journey is a testament to the power of perseverance and the impact of a well-timed cold email.
Quick Tips from Jess
- Cold Email Everyone: Whether it’s influencers, investors, or customers, a cold email can be a game-changer.
- Be Resourceful: If you can’t find the contact you need, don’t be afraid to dig a little deeper.
- Know Your Why: Understanding your brand’s mission will help you stay focused during tough times.
- Embrace the Journey: There will be highs and lows; the key is to keep experimenting and learning.
- Focus on the Long Game: It’s not just about selling a product, but about creating a brand with a meaningful impact.
Kimai’s story is far from over, and Jess’s journey is a reminder that sometimes, all it takes is a leap of faith, a good story, and a few well-placed emails to turn a fledgling idea into a six-figure success.
