Stefan Diamonds origin story
I wrote the Stefan Dimond’s origin story as Senior Copywriter for Lush - The Content Agency. I interviewed the current owners of the iconic brand and researched the culture, fashion, and events of each era, adding context to anchor the reader with a sense of place.
The Stefan Heritage
Generations of jewellery design and fine diamonds
Our love of fine design and diamonds feels eternal. It’s one that has been in the family for more than three generations and, just like the couples we meet, this love can’t be described by one instance, it’s a collection of moments that string together to tell our story.
The heritage of Stefan’s is now held by Fiona Hoang and Joshua Reed. The passion and astute eye for detail began long before.
1900
Early inspirations
It was the era of the Nguyen Dynasty—the last monarchy in Vietnam—and, as the French influence began to shape national culture and design, Vietnam was changing. The trees in the now-famous botanical gardens were just saplings, the cosmopolitan energy moved inland from fishing villages, and the famous Ao Dai gown evolved to western shapes, thanks to designer, Le Mur.
1922
Reflecting tastes
Growing up amongst these global design influences, Mr Hoang, opened his first jewellery store in Saigon, Vietnam. In 1922, My-Dzung was filled with jewellery design that fused western influence with Southeast Asian tradition. One of the earliest pieces that put My-Dzung on the map went beyond jewellery—a gold bar and leaf embedded with the store name. In an era when the local currency was unstable, gold became the trusted commodity and My-Dzung was in hot demand.
1955
Time design
While Fiona’s lineage built their jewellery reputation in Vietnam, Joshua’s father honed his skills as a watchmaker in Melbourne. In an era when the timepiece was a statement that reflected a person’s style and taste, John Reed became known for carefully restoring antique Fob watches and clocks.
1980
Moving shores
Joshua began his watchmaking apprenticeship with his father as the Hoang family moved from Vietnam to Australia, opening My-Dzung in Perth. The store brought Southeast Asian-inspired jewellery to local women who were pairing the pieces with androgenous pleats, wide legged trousers, and belted coats.
1988
Becoming Stefan’s
Having worked with her family—and watched her siblings open their own landmark jewellery stores in Melbourne, Vietnam, and America—Fiona started on her own. She opened Stefan Diamonds in Perth CBD. This flagship store evolved the My-Dzung design towards a more European influence. And, with more time spent in London, France, and Belgium, Fiona’s eye for design strengthened.
1998
Diamond destination
Fiona opened Stefan Diamonds stores in the Hay St. Mall, Morley, and Fremantle, becoming known for large diamonds that produce a sparkle like no other. On the doorstep of the Y2K fashion movement, Fiona was defining Stefan’s signature look with timeless, statement pieces that didn’t ascribe to a particular trend but complemented personal style.
2000
Stronger together
With Joshua moving to Perth just two years earlier, the duo quickly discovered a shared love of European-inspired design, perfect diamonds, and the joy of sharing their passions with local customers. The pair continued to travel to Antwerp to source the best diamonds available, bringing them to an eager Perth market.
2009
A reputation in bloom
The media began to pay attention to Stefan’s, with the sale of a 9.00 carat diamond ring, sold just days before Valentine’s Day. While today that size of diamond is a lot more common, in 2009 it was an 87-year milestone. Described as an exceptionally well-cut diamond with immense brilliance, fire, and beauty, the ring was nothing short of a spectacle.
2011
Central focus
Fiona and Joshua decided to put all their energies into one central, flagship showroom. The iconic Gledden building would become home to Perth’s finest diamond and jewellery destination, home to exclusive events, philanthropic ventures, and of course, a display of stunning diamonds and jewellery.
2011
Queen’s attention
With 90% of Stefan’s jewellery designed by Fiona herself, Queen Elizabeth’s visit to Perth was an opportunity to show the monarch, and the world, her skilled eye. Fiona designed an 18-carat diamond tiara with more than 650 white diamonds set in 18-carat white gold. The tiara again put Fiona and Stefan’s on the map with national media and public attention.
2015
Philanthropic vision
Fiona and Joshua began their philanthropic ventures in the early 2000s with their commitment to Rafiki and continue to help charities that care for vulnerable children — Toy Bank and Brainchild, to name a couple. With the blessing of three healthy kids, Fiona and Joshua are committed to helping families who need it most.
2021
Diamond masterclass
Fiona and Joshua launched Stefan’s annual diamond masterclass. This private dining experience gave eager guests a tutorial in choosing the perfect diamond, caring for their diamonds, and how to wear them. With flowers by Wayne Stubbs and food by Nobu chef, Leif Huru, this pioneer event was as much about thanking clients as it was about sharing knowledge.
2022
The next chapter
As the next generation begins to take an interest in the family history of fine diamonds and jewellery design, the Stefan’s story is still being written.