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.

Kr­ish and Shipra Him­ma­tramka

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