Steven Neuman: The Gemologist Behind Two Successful Jewellery Brands
Even after two decades in the industry and achieving tremendous success with his brands, Steven's motivation remains unaltered. He still feels the same drive he had on the first day of his career, as he envisions a multitude of possibilities for the future. Now residing in Berlin with his wife and two children, he has found the ideal balance after a chapter of constant travel. Embark on a captivating journey through profound insights, challenges, and triumphant moments in our exclusive interview with L'Officiel Austria.
Steven, tell us about your greatest strength as a jewellery professional?
Having bought and sold so many stones in my life I have developed a great eye for what to buy and also what to stay away from - oh yes there are so many bad stones for every special one. You can learn a lot by studying Gemology, but it’s years and years of trading that sets you apart as a buyer. It’s more than a passion, after all this time it almost feels like an instinct what to buy and what not to buy.
What inspired your entrepreneurship and what were you afraid of the most?
It was mostly the calling to set up my own business that got me going, the challenges never really scared me so much but rather to get stuck working for someone else for too long. I always knew I had to amass enough experience (and capital) first, but once I got going all I could think of was how to grow my business.
What is your favourite part of being in the jewellery industry?
For long years during my career my focus was mainly on trading diamonds and gem stones, I had always longed for getting involved more in the creation of jewellery and with LM Studio I did just that. By now thousands of people are wearing our creations and I feel honoured to be a part of it!
Can you share with us the story of your family's legacy in the jewellery industry and how it has influenced your career path?
Although I was raised in Antwerp, Belgium, within a family deeply rooted in the diamond trade, I strongly had the feeling that I had to walk my own path, so I decided not to work in our family business. I’ve now been in the trade for half of my life and I still get super excited when I buy stones. Each gem is unique and that is truly something that excites me!
Can you walk us through your creative process of your collection?
Leo (my wife, co founder and creative mind) and I are mostly travelling the world to source unique diamonds and gemstones. Often our journeys lead to inspirations to create new pieces. She always keeps a sketch book and a small mood board in her phone. Then when she has a clear idea, she gets to the drawing board, it mostly takes months before that idea comes to life. It really is trial and error for long before new pieces receive a spot in our permanent collection.
Can you share some insight into the materials and techniques you use in your designs, and how they contribute to the overall aesthetic of your jewellery?
Creating jewellery, much like art, takes time. A simple change, an angle, a tenth of a millimetre or a degree can have a major impact on the look of the piece, that is why we never like to rush our workshop. After a stone has been selected for a specific project, it is the goldsmith who takes the lead, he will cast the gold and shape it into what will become his creation to house the stones. Lots of filing to smoothen the surfaces and prepare the metal for the setting of the diamonds or gemstones. Then onwards to the final polishing of the metal to obtain a qualitative finish. We go through all the nooks and crannies until every angle sits just perfect. After those steps are done each piece goes through quality control before being sent our or stored in our collection.
What motivated you to explore the world of lab-grown diamonds and launch a business in this emerging field?
I found it simply fascinating that the technology existed to create gem quality diamonds in a lab. Man made diamond powders had been available since the 70’s but to reach the sizes and grades necessary to create jewellery worthy diamonds was an absolute breakthrough. This got me excited to create a brand around this amazing and innovative product.
What are some cool facts that people should know about LM STUDIO?
LM Studio is quite a young brand that focuses on lab grown diamonds and lab created colour gems jewellery. With some unique designs and some timeless classics, LM Studio has already gained the likes of celebrities such as Nicole Scherzinger, Demi Lovato and Dove Cameron to name a few.
How do you address any concerns or misconceptions that consumers might have about lab-grown diamonds?
To this day we still receive a lot of question where people ask us what lab grown diamonds are and if they are a diamond simulant. That is why we started a series of educational videos explaining that they are in fact 100% real diamonds just like their natural cousins but that they are made in a lab rather than unearthed from the ground. Educating our costumers is a high priority for us so that they can make a clear choice when they elect the types of diamonds they want to buy.
What diamond cut would you advise for engagement rings, and what makes it stand out for you?
As a jeweller I always like to advise people to pay for something they can see. What I mean by that is that a diamond will show more surface area and appear larger depending on its shape. An oval shaped diamond for example will always appear much larger than a cushion cut of the same carat weight because of the distribution of the material. The elongated shape also compliments the length of the woman’s finger. And with 57 brilliant cut facets it reflects light much like a round cut diamond.
Picture Credits: Patrycia Lukas
