How This Young Aussie Couple Built a Jewellery Empire in Just Three Years

The Story Behind The Moissanite Company’s Meteoric Rise

In just three years, Makayla and Tom Donovan transformed a $10,000 investment into a $10 million jewellery empire, proving that innovation and dedication can reshape an industry. Their business, The Moissanite Company (TMC), has disrupted the engagement ring market by offering high-quality, lab-grown alternatives to traditional diamonds—making ethical luxury more accessible.

The Brisbane-based couple started the business in 2021 as a side project, driven by a passion for design and a gap in the market for moissanite engagement rings. As demand for affordable, sustainable jewellery surged, their business exploded in popularity.

How They Did It: The TMC Formula for Success

🔹 Identified a Growing Niche: The couple saw a rising interest in moissanite, a gemstone that mimics the brilliance of diamonds but is significantly more affordable and ethically sourced. They positioned TMC as a premium alternative to traditional engagement rings.

🔹 Started Small, Reinvented Big: Their initial capital of $10,000 was carefully allocated to designing rings and setting up an e-commerce platform. Rather than overspending on inventory, they adopted a "made-to-order" model, minimizing upfront costs and financial risks.

🔹 Mastered Social Media & Branding: They leveraged Instagram, TikTok, and online marketing to showcase their pieces and educate customers on the benefits of moissanite. The visually stunning designs and compelling storytelling around ethical jewellery quickly attracted a loyal customer base.

🔹 Focused on Quality & Customer Trust: The couple personally designed 500 engagement rings before their first Christmas season, ensuring top-tier quality and craftsmanship. Their reputation for transparency and customer service led to rapid word-of-mouth growth.

🔹 Reinvested & Scaled Smartly: Instead of taking big profits early on, they reinvested earnings into better designs, branding, and business growth. This strategic financial discipline helped them scale to a $10 million annual revenue business.

What’s Next for The Moissanite Company?

With projected revenue of $13.7 million for the upcoming year, Makayla and Tom plan to expand internationally, bringing their sustainable jewellery to a global audience. Their success is a testament to the power of a clear vision, digital marketing, and an unwavering focus on customer needs.

Their journey is an inspiration for young entrepreneurs—showing that with the right strategy and determination, even a small startup can become a major industry player. 🚀

Would you ever consider starting a niche business like this? Let us know in the comments! 👇