From Newsrooms to Diamonds: How Talitha Cummins Built a Jewellery Brand with Purpose

by Talitha Cummins, founder of The Cut Jewellery

I feel incredibly lucky to have had two passions in my life, jewellery and journalism, and now, I’ve come full circle.

My very first job as a teenager was working in a jewellery store in Queensland. I was hooked. There was something about the craft and the joy it brought to people that stayed with me. But I always knew I wanted to study and pursue a career in media. So I went to university, worked hard, stacked up the internships and eventually landed a job in TV in Cairns straight out of university. I packed up my life and headed north to chase my dream.

For over 20 years, I worked as a reporter and news presenter, which was a career that gave me incredible opportunities, amazing connections and lifelong skills. But after two decades in media and with two young kids at home, I started to feel the pull towards something new. I was ready for a change, ready to create something of my own.

Starting Over (at 40, with kids in tow)

Despite being a mum of two and having a secure career, I kept coming back to jewellery. I spent time with my uncle, who has worked in the industry for over 50 years, completed training and even flew to the UK to see what trends were emerging. I was blown away by the quality, ethics and potential of lab-grown diamonds. Under a microscope, they’re identical to mined diamonds, yet they are far more accessible. It felt like the future, and I wanted to be part of it.

After long discussions with my husband about how we should make it work, I decided to take the leap. I had a few pieces handcrafted, found a beautiful space on Oxford Street in Paddington and built a business model around private appointments, which fits in well with my family’s schedule. I launched The Cut Jewellery with the simple idea of bringing timeless design, exceptional craftsmanship and modern sustainability together.

And honestly? Selling joy is a pretty great way to spend your days.

Building a brand with purpose

My vision is clear: I want The Cut Jewellery to become Australia’s leading boutique lab-grown diamond jewellery.

What sets us apart isn’t just the diamonds. It’s the design, the craftsmanship and the experience. I like to think of it as modern alchemy: blending cutting-edge technology with old-world techniques. We’re creating heirlooms for a new generation and stunning, bespoke engagement and wedding bands that truly embody the couple.

Each ring is handcrafted with modular settings, exacting standards and a bespoke design process. If a piece doesn’t meet our expectations, we remake it. That’s how much pride we take in every detail.

The Power of a Media Career In a New Chapter

Surprisingly, my career in journalism has played a huge role in the success of The Cut Jewellery, from building a brand to creating connections and communicating our message.

Over the years, I’ve been lucky enough to make friendships with incredibly smart, influential women who now support the brand by wearing pieces on the red carpet at major events. Icons such as Sylvia Jeffreys, Edwina Bartholomew and Julie Bishop have all worn our jewellery. That kind of visibility is invaluable.

Beyond the publicity, journalism gave me the ability to communicate complex ideas simply, and that has been crucial when educating the public on the lab-grown category. We use social media as our main tool, posting daily educational reels and videos that explain how lab-grown diamonds are made, why they are sustainable, and how we bring them to life through design. It is a modern business with the storytelling skills needed to explain the concept and bring the brand to life.

Looking back, I am glad I trusted my instincts. Even when it felt risky to start again, every step of my career led me here, and I am very grateful that I took the leap.