Karishma Mehta’s RoseCut Lets Women Design Their Own Diamond Rings

Karishma Mehta lost a pair of custom diamond earrings and set out with an insurance voucher to replace them. She went from store to store, past one beautiful piece after another, looking for something that felt like her. She came home with a business idea instead of diamonds.

Karishma Mehta is the founder of RoseCut Jewels, a digital-first lab-grown diamond brand in New Zealand where women design their own rings in 3D and try them on virtually. Her clients are women who are at ease with online luxury, love personalization, and make their own financial decisions. She is a member of the Entreprenista League, and about a year in, she is already looking for a business partner in the U.S.

My customer “buys her own diamond,” Karishma says. “She decides what it looks like. She makes it part of her story.”

Karishma has spent the year since her search building RoseCut. This is what that looks like now.

Glamour, diamonds, and building something

For years, motherhood came first, and Karishma set her own ambition aside. As her son grew into his teens, she went back to it.

“I always wanted to be a successful entrepreneur,” she says. “I never gave myself the chance, and then I started thinking about the things I’ve always loved: glamour, diamonds, creating, and building something.”

Lab-grown diamonds rewrote the rules

Her business idea sharpened in conversation. Karishma heard men talk about diamonds as status, wealth, and investment. Women described them as a once-in-a-lifetime luxury, and Karishma kept wondering why there was so little room to make one their own.

“Lab diamonds have already rewritten the rules,” she says. “I think the modern woman is rewriting them too.”

RoseCut is built for the woman who buys a diamond to mark a season of her own life: a career move, a new business, motherhood, travel, or a divorce. Karishma wants the brand to be known for quality and trust, an identity-driven point of view, and an obsession with design.

Design your own, in 3D

People personalize their coffee, their skincare, and their playlists, and Karishma wants diamonds to work the same way. In RoseCut’s 3D ring builder, a shopper chooses the setting, shape, band, and metal, sees the design before it is made, and tries it on virtually. She created the experience with a design partner, a luxury tech company.

“Imagine walking into a store, seeing an Instagram image and thinking, ‘Wait, I want that, but make it me,’” she says.

When she posted a Design Your Own reel, it reached 3,000 people, her best result yet. “And I thought, okay, maybe there’s something here,” she says.

About 27 different hats

RoseCut is self-funded, and Karishma describes building it as wearing about 27 different hats. She has learned what she can across 3D design in Rhino, rendering software, SEO, website development, payment gateways, and social media, outsourcing where she needs to and using AI where it saves time and cost.

“There are always obstacles, but I’m wired to figure it out,” she says.

Cognac diamonds, an opal, and 58 years

Her first client had a $20 fashion ring she loved and had long-wanted to remake in diamonds. After hearing the story behind RoseCut, she placed the order on the spot.

The finished piece was vintage in style, with cognac-colored lab diamonds, an opal, and a copper finish on the metal. It took 7 weeks to make.

Karishma delivered the ring in person. The client had tears in her eyes and told her it had taken 58 years to buy diamond jewelry for herself, because life always got in the way.

A Trailblazer nomination and a search for a US partner

Karishma found building a business lonely at first, with only her tech teams for company. She found her people at a women’s networking community in New Zealand, and she says that within a year of launch she was nominated in the Trailblazer category of the New Zealand Small Business Awards.

Next, she wants the RoseCut site ready for search engines and ChatGPT by 2027, along with more visibility, collaborations, and sales. Now that she has joined the Entreprenista League, she hopes to find a local business partner in the U.S., with international growth in view over the next 5 to 8 years.

“No matter how scared you are, do it anyway,” she says. “Trust yourself, push yourself, network, speak to people, don’t be afraid.”

To design your own piece, start with the 3D ring builder, browse the full collection at rosecutjewels.com, follow RoseCut on Instagram, and connect with Karishma on LinkedIn.

Karishma built RoseCut Jewels alongside a community of women founders doing the same. No one should ever have to build a business alone. Consider this your official invitation to join us.