WITH THIS RING
Cut, clarity, colour and carat are front of mind when choosing a RING, but rarely do we think about its ETHICAL impact. Now, one company is making PROPOSALS more PRINCIPLED.
When you’ve finally decided to pop the question, you really don’t want the symbol of your unending love and commitment to come with an overlay of sketchy ethics. At least, that’s what Krish Himmatramka thought as he shopped for an engagement ring for his then-girlfriend, now-wife, Shipra.
“I was troubled by the entire concept of an engagement ring, and had difficulty rationalising spending months of salary on a ring that quite possibly was causing harm throughout the world,” he says. “I became intent on finding the perfect ethical ring that served a greater purpose to symbolise my love. And, with my own proposal, Do Amore was born.”
Based in Houston, Texas, Do Amore (Latin for ‘I give with love’) is an ethical engagement and wedding ring company that also works to alleviate the global water crisis. Krish’s inspiration to launch the company came at around the same time that he was planning his marriage proposal, while he was working offshore as a reservoir engineer for Shell Oil.
“Having spent a portion of my youth in India, I had witnessed first-hand the impact that a lack of access to clean water has on people’s lives. I felt moved to action when I witnessed how quickly and easily water was accessed during the oil drilling process.”
Idea in hand, Krish initially wanted to start a charity to address the water crisis, but instead of “reinventing the wheel” and competing against other charities, he decided the best course of action would be to support an established not-forprofit organisation.
But, when it came to entering the world of metals and gems, Krish wasn’t exactly given a warm welcome.
“The jewellery industry is very antiquated,” he explains. “So much emphasis is placed on who you are and who you know, and because I was a complete newcomer with no history in the industry, no family connections and no industry contacts, very few manufacturers were willing to work with me.”
But Krish wasn’t deterred and emphasised to potential partners his plan for Do Amore to be an ethical company dedicated to social good and changing the jewellery industry.
“Most manufacturers didn’t care, but a few did. This [allowed] us to ‘filter’ manufacturers to find those that really aligned with our brand and vision.”
The next stage was building the Do Amore website to test the concept of ethical, direct-to-consumer rings.
“For every entrepreneur, the biggest challenge is really taking that leap of faith to just get started,” says Krish, who used the idea of concept validation to test his new website. He created an imperfect version – which wasn’t as functional and “aesthetically pleasing” as he ideally wanted, just so he could start getting data points on which rings sold well.
“There’s so much planning you can do before starting a business that it’s easy to get stuck in the planning phase forever. I was definitely not out of the planning phase when I decided I would start putting the Do Amore website together.” >
I became intent on finding the PERFECT ethical ring that served a greater PURPOSE.