I have known today’s Powerful Stories podcast guest since I was a teenager, so I am particularly excited to share her wonderful story with the Powerful Steps podcast community. Melissa Trafford-Jones (or the Sustainable Queen of Diamonds, as she is now known!) launched her incredible sustainable diamond business, Deltora Diamonds, in 2021. She has since blown me and everyone else away with its astonishing growth in a very short time. 

A mother of four boys, Melissa bravely launched her business – and in doing so, forged a brand-new market in Australia – in her forties. I believe that we shouldn’t tick boxes, we should make new ones – and Mel is a shining example of someone who stepped outside the box others wanted to place her in, and forged her own incredible path in life and business. 

A couple of years ago, Melissa was blessed in many ways, yet despite this, she wasn’t wholly satisfied in her life. She knew that the time had come when she needed to make a change. She felt so stuck, to the point that she wasn’t sleeping at night, but Melissa had to overcome a lot of fear before she was ready to take the leap. And leap she did!

In this podcast episode, Melissa Trafford-Jones talks about how happy she is that she finally managed to dig deep and found the inner courage to go out on her own, on her own terms.  

In less than a year since launching her brand in April 2021, this inspirational entrepreneur has been featured in the AFR, Sydney Morning Herald and more, and business couldn’t be going better.  

Melissa has boldly created a new category with her lab diamonds that are sustainable, ethical and affordable – and through trust, connection and loyalty, she has shown people that there is in fact another way to buy diamonds. 

She is so passionate about what she does, and truly loves that her work involves making people happy at the most exciting times in their lives. I’m so happy and excited for Melissa, who is a true heart-led warrior in business and in life, driving a new category while doing it all from the heart.

Topics Discussed

[1:51] Melissa’s first career aspiration was in fact to become a popstar – and after changing tack and applying to study architecture just like her father, she eventually struck out beyond the boxes others wanted to place her in. 

[3:08] Melissa talks us through her varied career journey, sharing that stints in advertising, marketing, and management have all been important building blocks that today gift her with a valuable, well-rounded knowledge base in her current business.

[4:11] Mentors have been an important part of Melissa’s career journey, and she credits her success partly with surrounding herself with people who inspire her.

[5:09] Melissa started her business, Deltora Diamonds, last year at the age of 43. Despite feeling the pull to go out on her own so strongly that she couldn’t sleep at night, it took a lot of strength to make the leap in her 40s (and launching into a new market, no less!). 

[5:44] She reveals that finding the inner courage to launch in a very new market came about largely through making herself more knowledgeable than everyone else; and surrounding herself with the right people.  

[7:06] Melissa shares the story of how selling a $7000 emerald necklace to her first online customer made her realise the power of what she had created.

[8:05] We discuss the incredible growth trajectory that has seen the Deltora Diamonds business almost double month-on-month, and open studios across three cities since April 2021. 

[8:36] Melissa discusses the exciting process of building a brand-new category with lab diamonds, and the importance of educating consumers to build trust.

[11:14] Melissa shares some insights into the current trends in the diamond market, including recommendations around popular investment pieces to celebrate milestones, and the rise of coloured sustainable sapphires.

[15:35] She opens up about how juggling her sustainable lab diamond business with mothering four boys can be challenging at times, but she makes it work thanks to her very supportive husband and the mutual respect the couple have for each other’s busy careers.

[17:20] Melissa’s focus is on growing smart, not fast. She says that having the right people around her who she trusts; and listening to her instinct, are central to her success as an inspirational entrepreneur.

[17:57] Melissa’s next powerful step will feature exciting ventures, including partnering Deltora Diamonds with fashion labels to integrate her sustainable lab diamonds into their lines.   

Links

Where to find Melissa Trafford-Jones

Want to know more about this truly inspirational entrepreneur?

Deltora Diamonds: deltoradiamonds.com

Instagram: @deltoradiamonds

LinkedIn: Melissa Trafford-Jones

Where to Find Tory Archbold

Are you ready to take a powerful step forward in business and in life? You can join Tory’s dynamic community of top female entrepreneurs by signing up to the Powerful Steps Coffee Challenge (it’s free!): https://powerful-steps.com/coffee-challenge/.

You can also connect with Tory Archbold and her offerings, including corporate keynote speaking, business mentoring and the popular Business Attraction Program, here:

Instagram: @powerfulsteps

LinkedIn: Powerful Steps by Tory Archbold

YouTube: Powerful Steps – YouTube

Business Attraction Program: click here

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