Real Diamonds. Modern Luxury.

After more than 20 years in senior buying and product roles across the fashion and fine jewellery industries, I saw an opportunity to do things differently.

I love diamonds. I love fashion. I love luxury. But I saw an industry that often felt dated, lacking in style and flexibility, or simply priced out of reach.

So VIVIE was created.

A modern fine jewellery brand founded on a simple belief: real diamonds, real style, and real value, without compromise.

Offering both Lab and Mined diamonds, VIVIE combines exceptional quality, responsible craftsmanship and access to some of the world's leading jewellery makers.

Because luxury isn't about rules. It's about choice.

My Why

I wanted to create a fine jewellery brand that felt modern, personal and accessible.

A brand that inspires confidence, celebrates individuality and helps tell your story through pieces you'll genuinely love and wear every day.

Whether that's diamonds layered with denim and sneakers, worn to the gym, poolside on holiday, or styled for dinner and special occasions, jewellery shouldn't sit in a box waiting for the right moment. It should be part of your everyday story.

Crafted With Integrity

Every VIVIE piece is made with trusted global manufacturing partners who share our commitment to quality, craftsmanship and responsible sourcing.

We work exclusively with RJC-certified manufacturers who adhere to strict ethical, social and environmental standards throughout the supply chain.

Because beautiful jewellery should be made responsibly.

Designed To Be Worn

VIVIE is built around elevated classics and fashion-led pieces designed for everyday wear.

The necklace you never take off. The earrings you wear from gym to school drop-off to dinner. The diamond piece that becomes part of your signature style.

Many designs can be personalised, creating meaningful pieces that celebrate life's milestones and become part of your story.

VIVIE isn't about saving diamonds for special occasions.

It's about wearing them every day.

Layer them. Personalise them. Dress them up or down.

Diamonds, Your Way.

— Tash McDonough
Founder, VIVIE