SSJ Diamonds by Sue Jassal: Where Every Diamond Tells Your Story
Behind every exquisite piece from SSJ Diamonds is a conversation—a moment where story meets sparkle.
Sue Jassal, the visionary designer and founder, believes jewellery should be more than beautiful—it should be personal. From sourcing ethical, earth-mined diamonds to weaving cultural heritage and individual meaning into each design, Sue transforms personal stories into wearable art. Her bespoke creations aren’t just accessories—they’re legacies, crafted with care, integrity, and soul.
What made you fall in love with designing jewellery?
Jewellery has always been more than adornment for me—it’s storytelling in a form you can hold, wear, and pass down. I fell in love with designing when I realized how a single piece could hold generations of meaning, emotion, and identity. The idea that I could help someone express love, grief, hope, or legacy through something I created—that’s what drew me in, and that love continues to grow with every piece.
When someone comes to you for a custom piece, how do you start the process?
It always begins with a conversation. I listen—not just to what they want, but why. I want to understand who the piece is for, what it represents, and the emotions behind it. Before we talk diamonds or design, we talk story.
How do you turn someone’s story or idea into a beautiful piece of jewellery?
I translate emotion into design. From sketches to final setting, every element is intentional—whether it’s a birthstone, a hidden engraving, or a subtle symbol only they recognize. The beauty of the piece comes from how personal it is.
Is there a piece you’ve made that really touched your heart?
Yes, many—but one that stays with me was a ring for a woman who had lost her husband. She wanted to honor him quietly, so we created a design that intertwined their birthstones in an eternal knot. When she saw it, she cried. That moment reminded me why I do this work—jewellery can carry memory, love, and healing.
Why is using ethically sourced diamonds so important to you?
Because beauty should never come at the cost of someone else’s wellbeing. At SSJ Diamonds, ethics are non-negotiable. Every diamond we use is conflict-free and responsibly sourced, because the story behind the stone matters just as much as the sparkle.
What do you look for when choosing the right stone for someone?
I look beyond the 4 Cs. I look for connection. Some stones carry a softness, others a fire. I match the stone to the person—not just their style, but their spirit. When it’s the right one, it just feels right.
What does “legacy” mean to you when it comes to jewellery?
Legacy is love that outlives us. Jewellery is one of the few things we pass down that holds history, memory, and meaning in its form. Every piece I make is created with that future in mind—something that will still matter, still shine, generations from now.
Why do you think people still love one-of-a-kind, handmade pieces?
Because handmade means heart-made. In a world of mass production, a handmade piece tells you: you matter, your story matters, and this was made just for you. It’s personal. It’s soulful. And that will never go out of style.
How do you keep your designs fresh while still making them timeless?
I blend the elegance of the past with the spirit of today. I’m inspired by architecture, nature, art, and especially the people I design for. Timelessness comes from truth—not trends. My goal is always to create something meaningful now, and meaningful decades from now.
What feeling do you want someone to have when they wear something you made?
Empowered. Seen. Loved. I want them to feel connected—not just to the piece, but to the story it tells. Whether it’s bold or delicate, it should make them feel like the truest, most beautiful version of themselves.
