In conversation with
Rachel Wills.

RACHEL:Completely. There is something about turning 50 that shifts your perspective. I’m also nearly an empty nester, so life is changing in more ways than one.

I feel as though I’ve arrived at a point where I know myself better. I know what excites me, what matters to me and what I want to create. There is less interest in doing what is expected and much more trust in following what feels true.

I don’t see 50 as a time to become smaller or quieter. For me, it feels like the beginning of a very creative and expansive new chapter.

RACHEL:I’ve been in sales for most of my life, whether that was in fashion or the corporate world, but I have always been a creative at heart.

I’ve studied acting, made films and have always loved building something from an idea. Everything I create begins with passion, excitement and intent. Jewellery is another expression of that.

A beautiful piece of jewellery becomes part of someone’s story. It can hold a memory, represent a decision or mark the beginning of something completely new. That emotional connection is what draws me to it.

RACHEL:I have never been someone who fits neatly into a box.

I’ve been married twice and have had two fabulous marriages, one to a man for ten years and one to a wonderful woman for seven. Both relationships were important, meaningful chapters of my life.

I don’t believe in boxing people in, and I certainly don’t believe there should be rules around who can wear a diamond, how it should be worn or what occasion has to come first.

You don’t need to be engaged. You don’t need an anniversary. You don’t need to wait for somebody else to buy it for you. A diamond can represent love, independence, survival, a new beginning, or simply the fact that you saw something extraordinary and chose it for yourself.

That is what Diamonds Without Rules means to me. It is permission to create your own meaning.

RACHEL:Yes, absolutely.

I created Bonded Ceremony for couples who don’t necessarily want to become legally married but still want their relationship to be formally acknowledged, time-stamped and held as part of their history.

Not everyone wants the same kind of relationship, ceremony or future, and they shouldn’t have to. Love and commitment do not become more meaningful simply because they follow a traditional format.

Bonded Ceremony and RW Diamonds come from the same belief: people deserve the freedom to define their relationships, their milestones and their lives for themselves.

RACHEL:Classic with a twist.

I love pieces that feel timeless, but I always want something slightly unexpected. I’m a triple Aquarius, so perhaps doing things differently was inevitable.

It might be an extraordinary diamond worn casually, a beautiful stone on a pinky finger, an oversized signet, or a traditional piece styled in a way that feels completely modern. I love the classics. I just don’t believe they need to be predictable.

RACHEL:My mind is constantly full of ideas. There are always a million thoughts, concepts and possibilities happening at once.

For a long time, that could feel overwhelming. Now, I’m learning how to channel it into my creative world. It is part of the way I see connections, imagine new concepts and become completely passionate about bringing something to life.

RW Diamonds, Bonded Ceremony and everything I’m building come from that same place of curiosity and possibility.

RACHEL:I understand that people have endless choices. What I can promise is that everything created through RW will be approached with genuine intention, care and excitement.

I care about the proportions of a piece, the quality of the stones, the way it feels when it is worn and, most importantly, what it means to the person wearing it.

RW is not about producing jewellery without feeling. Whether someone chooses one of our classics or works with me to create something entirely personal, I want the experience to feel considered and collaborative.

There should be heart behind beautiful things.

RACHEL:Everyone.

It might be someone choosing an engagement ring with their partner, a woman buying her first diamond for herself, somebody marking a new beginning at 50, or a person wanting to create something that doesn’t exist anywhere else.

I don’t want RW to represent one age, one gender, one relationship or one version of success.

Everyone deserves space. Everyone deserves to be seen. And everyone deserves their own wow moment.

RACHEL:A world rather than simply a jewellery store.

I want RW to be a place for beautiful pieces, interesting people, personal stories and new ideas. A place where the classics are honoured, but individuality is celebrated.

Jewellery can be deeply emotional. It can remind us of who we were, who we have become and what we are choosing next.

That is what I want RW to hold: beauty, meaning and the freedom to make it entirely your own.