After 13 years of designing and building NMJ, tell us what is special about Every Line Leads to You. What does this collection represent for the brand at this point in time?

For me, Every Line Leads to You feels like the truest expression of ​us as a brand today, while honouring the journey that led us here. After more than a decade working within the engagement and ceremonial space, we have grown deep roots in our practise and expression, enabling us to create in a way which feels intrinsically ours. That depth allows us to create with a quiet confidence; to trust our instincts and our process.

Every Line Leads to You feels like a statement, a promise almost. That whatever trending style is next to flood the market; we will always be here to look at things a little differently. Our ethos has always been to create with intention, to honour time, detail and meaning. To tell stories through our work which invite meaningful connection. Every Line Leads to You carries this ethos at its heart, and with it opens a new chapter for engagement at NMJ. 

When you look at this collection as a whole, what do you feel it says about where NMJ is today - and where we’re heading next?

This collection is bold and definitive. It speaks to our maturity and evolution; to the lessons learnt and the ​values carried forward. Its creation was rooted in a deep understanding of our customers, our commitment to craft and our openness to innovation. It reflects a quiet confidence that can only come with time, experience and commitment, alongside a curiosity and ​​lightness that keeps our creative practise evolving. 

Every detail has been considered, a reflection of the stories we are privileged to translate, and of the care we bring to every piece. In that sense, Every Line Leads to You feels like both a culmination and a threshold. It honours all that we have learned, while pointing toward the future of NMJ. Where we continue to design with intention, with empathy, and with the freedom to imagine new possibilities.

At NMJ, every piece begins with a conversation - a story shared, a memory, or a feeling we want to make tangible. Why has sentiment always been such a foundational part of our design process, rather than aesthetics alone?

Jewellery has an innate and unique ability to hold and carry sentiment in a way that is incomparable. When I first started NMJ, I spent years exploring my craft and discovering my own visual language. Throughout those early years I worked solely on a commission basis, firstly with family, then friends, then friends of friends. The common thread among all of these projects, big and small, was that they always told a story. A grandmother's stone, a family symbol engraved or a hidden, meaningful detail. These years were foundational in the shaping of NMJ, and while we have grown and evolved, this intention of carefully translating story into detail, still sits at our core. It’s never been about aesthetics alone; but about sentiment, memory and feeling made tangible.  

Every NMJ design begins with a story. How do you translate something emotional or intangible into a physical piece?

I find this both the greatest privilege and most challenging element of my role as a designer. At NMJ, we are entrusted with telling deeply personal stories. Stories of love, friendship, loss and memories, translating these powerful emotions, into something tangible. When I’m working on a design with a strong story, this happens most organically through the addition of intentional details. Something understated, yet emotionally resonant. Details that gently prompt our community to think more deeply, to dream freely, and to connect with the meaning behind their piece.

In our Every Line Leads to You collection, hundreds of intricate, hand-carved markings sit alongside the diamonds. A juxtaposition of sorts, the raw and the imperfect, next to the polished and sparkling. These subtle, repetitive details quietly speak to time, attention and care. The slow, methodical nature reflects years of shared memories, hurdles crossed and adventures experienced together.

As makers these details ask us to slow down. To work with extra intention and mindfulness, reminding us that each piece is destined to hold someone’s own unique collection of memories. For the wearer, I hope it acts a love letter passed from us to you: our intention carried forward into your lived experience.

How did working with custom-cut, laboratory-grown diamonds open up new creative possibilities in this collection? 

Working with custom-cut, laboratory-grown diamonds allowed us to design with complete creative freedom from start to finish. When working with naturally occurring stones, we’re often guided by availability, with cuts and proportions shaped by what is available to us at the time.

For this collection, we were able to design the exact shape, faceting and unique personality of each diamond, and then build every detail of the ring upon that. This approach allowed for a level of creative direction that feels incredibly intentional. The result is a collection considered down to the most minute detail, where nothing is accidental and every element belongs to the story it’s telling. 

This collection was built thoughtfully, step by step, informed by every design decision and discovery along the way. How does this process mirror the way you approach bespoke designs for your clients? 

Every design we create at Natalie Marie Jewellery begins with the wearer in mind. Even when we don’t have the opportunity to meet you in person, we are always designing with your love story at the heart of our work.

Our bespoke service is the most intimate expression of this, working together to create something entirely from scratch, guided by your story, your priorities and your stone of choice. This collection mirrors that process closely because it, too, began with the stone. Rather than designing first and sourcing later, the diamond became the starting point, shaping every decision that followed.

Every Line Leads to You feels like a natural bridge between our online and bespoke worlds, offering custom-cut stones and deeply personal design cues, guided by our trusted design aesthetic. My hope is that this collection becomes the spark of an idea, inspiring many bespoke stories yet to be created.