DIAMONDS’ BEST FRIEND
From classic splendour to minimalist marvels, James Syddall is
cutting his way to the top of the diamond world, one stone at a time
No matter how well we plan our lives
sometimes everything rests on a chance meeting.
For James Syddall, his start in the diamond
industry came by chance when, at 19 years of age
he met a partner in a New York based diamond
firm that was looking for someone to help expand
his business to Malaysia and Singapore. “He
offered me the position. My mom always loved
diamonds but never had any herself. I got into the
business partly hoping to buy her a diamond one
day. Twenty years later, here I am,” says Syddall.
Before he could buy her the rock, however, Syddall had to cut his teeth as a broker in New York, learning everything he could about diamonds. By 24 he was the president of a US owned diamond company based in Taiwan. He was also making a name for himself not only for his expertise but for his eccentric style as well. “I think the clients in Taiwan liked my style and the way in which I conducted our meetings. They were used to diamond deals being very stiff, serious, suit and tie affairs. I did away with that. I guess I kind of broke the protocol they expected.”
His next move, breaking into the diamond market in Singapore, would not be so easy. “Price and brand name were the only things people seemed to care about,” says Syddall. “Also, at that time, a lot of companies were making up their own names for the different diamond cuts and qualities. It was all very confusing.” To remedy the situation Syddall’s first step was to educate the consumer. “I held many private parties and sat down with my clients one by one and explained the real facts about cuts, quality and purchasing a diamond.”
“Trust is the core strength of anyone dealing in diamonds,” says Syddall. “There is no such thing as an overnight success in this business. It was important that I established myself as a knowledgeable diamond dealer.” He also brought his selling style to his Singapore boutique, adding an outdoor terrace and serving wine to potential clients as they discuss his pieces. “The whole experience should be as personal and beautiful as the diamond they purchase.” The result was that
Syddall soon became known as the go to man for anyone with a keen appreciation of exquisite craftsmanship and high quality, rare stones. Syddall, however, is one of those people who seems to have trouble sitting still. Soon he was once again feeling restless. “It always bothered me that most young people could not afford to wear diamonds. My own clients are mostly in their 40s or 50s. I wanted to do something to change that.”
So just when he’d made a name for himself as Singapore’s premier boutique diamond dealer and when most others would sit back and reap the benifits, Syddall decided to shift gears by launching a more affordable line of jewellery. “I want to do for diamonds what the iPhone did for the cell phone. I want to reinvent the market.” The man who learned his trade working alongside a group of whitebearded, black-clad Hasidic Jews in New York, the epitome of the old world diamond trade, is now planning on shaking up the market. The first step comes with Nine by Syddall, a handcrafted yet less expensive line of gold and diamond jewellery in bold, fun designs. Each piece is made with Syddall selected diamonds set in yellow, white, rose or gun metal 18k gold and will include rings, pendants, necklaces and earrings.
According to Syddall, the idea behind Nine is to merge fashion and jewellery. To do so he is commissioning aspiring young fashion designers to create dresses to match the jewellery. “I will also be designing three dresses myself to showcase Nine. Like the jewels themselves, the dresses will be limited editions and only available for viewing and purchase during private shows and events.” Syddall believes there is an altruistic side to Nine, that this is his way of helping bring back a bit of lustre to an industry that has suffered of late.
“Unfortunately diamonds are often associated with power, greed or unsavoury underworld types or people think they are only for the rich and famous or an engagement ring. I believe that there is a wider market. The aim of Nine is to show that it is fashionable to wear good quality diamond jewellery and that it can and should be part of a modern woman’s wardrobe.”
At present Nine Jewellery can be seen online
but it’s only available for purchase by appointment
in Syddall’s Singapore boutique. If all goes
according to plan, and with James Syddall it
normally does, Nine will spread from Singapore to
boutiques in Indonesia, China and points beyond. 
