The It-Girl Redefining Diamonds For The Next Gen
Cool girl diamonds
By Kiri Johnston | 3rd June 2025With a bold aesthetic and two sparkling brands under her belt, Charlotte Freeman (née Heinrich) is shaking up the diamond world. The Australian designer, now based in Singapore, is behind C Heinrich Diamonds and Heinrich Freeman, blending vintage cool with modern wearability through both natural and lab-grown stones. From Dua Lipa co-signs to future heirlooms, Charlotte’s redefining what diamonds look like for the next generation.
Charlotte Freeman (née Heinrich)
You’ve carved a unique space in the diamond world — tell us how it all began. I got into the industry about eight years ago, just before I got engaged. At the time, I was living in New York City and searching for the perfect diamond (something that quickly became a full-blown obsession.) During that search, I met my former business partner, which marked the beginning of everything.
Wanting to understand the process on a deeper level, I studied gemology at the GIA and began working in NYC’s iconic Diamond District. That’s where I connected with the incredibly talented jewelers and diamond dealers I still work with today.
The brand really started to grow organically. I began sharing pieces on Instagram, and people started reaching out, curious about what I was wearing, when the orders started coming through I knew I wanted to continue designing more and more pieces. From there, it just took off.
What’s your approach to designing for the modern woman? Who do you envision wearing your pieces? It’s all about finding the right balance. I want my pieces to feel effortlessly cool but still meaningful, something so special it gets passed down to the next generation.
I often look to vintage jewellery for inspiration and try to reimagine classic designs with a modern twist. I’m designing for a woman who’s confident, appreciates quality and craftsmanship, and values timeless style, but also wants something that feels uniquely her.
Ultimately, my goal is to create future heirlooms, unique yet wearable, modern yet timeless.
Oh, I love this question, because I swear it’s my way of manifesting my next celebrity client! After my Vogue interview, they asked who I’d love to see wearing my jewellery, and I said Dua Lipa. A few months later, after we happened to dine at the same restaurant, fate took over and she ended up wearing my Yin Yang Ring in a viral video.
So, next on my dream list? Someone like Bella Hadid, Hayley Bieber, Rosie Huntington-Whitley or Christine Centenera would be amazing… Let’s see!
Dua Lipa Wears the Yin Yang Ring
You work with both natural and lab-grown diamonds. Why did you choose to build two brands — and how do you see them coexisting? I chose to separate the brands because they ultimately speak to two different customers, often with different budgets and occasions. That said, quality and craftsmanship are at the heart of both.
With my lab-grown diamond brand, Heinrich Freeman, we’re still creating fine jewellery, just like with C Heinrich Diamonds. Everything is made in the same workshop, same materials and attention to detail. The only difference is the use of lab-grown diamonds instead of natural ones.
As awareness around lab-grown diamonds grows, we’re seeing a real shift in behavior. Even some of my natural diamond clients are now considering lab-grown pieces, whether as a treat for themselves or a gift for someone else. Jewellery has traditionally been something gifted to women, but now more women are buying it for themselves, on their own terms. Lab-grown diamonds make that more accessible without compromising on beauty or quality and it’s kind of cool to see clients also embracing larger stones, experiment with bolder designs, and invest in statement-making jewellery that was once unattainable with natural stones.
That said, I think the romance and storytelling around natural diamonds will always have a strong pull especially when it comes to engagement rings. There’s something incredibly special about knowing your diamond took millions of years to form. So to answer your question, they both have a place in the industry, and I see them coexisting side by side.
C Heinrich Diamonds Rope Cuff & Paris Baguette Bangle
What inspires your aesthetic? Are there particular eras, icons, or cultural references that influence your work? I have a strong affinity for bold, chunky gold designs that embody luxury and sophistication. I take inspiration from a lot of vintage pieces and my travels around the world. My favourite vintage pieces are from brands like Bvlgari.
Lola Bute wears the Triple Bezel Pinky Ring
Style is so personal — how do you personally wear your diamonds day to day? Fine jewellery is so precious, and I truly believe they should be worn and adored everyday, not just reserved for special occasions. I love layering and mixing golds too which makes my pieces super versatile. At the moment I’m wearing my Herringbone Initial Necklace, which I rarely take off with my 3ct Pear Bezel Drop Necklace on a Franco Chain. I love stacking my Rope Cuff and Diamond Baguette Bangles too.
You’re based in Singapore but have Australian roots. How do both places influence your business or design lens? I’ve been an expat for a number of years now, having lived in New York, London, Hong Kong, and now Singapore. Each city has shaped my perspective in different ways, especially when it comes to design – It’s also where I have met so many of my clients.
That said, my Australian roots remain a big part of the brand. Australia is still one of our core markets, and I’m so grateful for the continued support from my Aussie clients. I think they appreciate what I can offer, especially since the jewellery industry there is a bit smaller. Essentially, I can give them access to the New York diamond and stone market, paired with a personal, boutique experience.
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How do you see your jewellery evolving — is there a dream project or direction you’d love to explore? We are in discussions with some exciting luxury retail partners which I think will be amazing exposure for the brands in helping us reach new clients.
We are also in the early stages of a collaboration we are working on which I’m super excited about but can’t yet share.
Sustainability is a big part of the conversation — how are you navigating that within the diamond industry? I think any business should be prioritising sustainability where possible. Both brands are members of the Climate Impact Exchange in which we offset our carbon footprint on every piece that’s sold with carbon credits.
With Heinrich Freeman, our lab-grown diamonds are made in laboratories in the United States. A huge amount of lab diamonds are often sourced from China and India, which have fewer regulations, and are cheaper. Sourcing from the US not only ensures a higher standard of quality but also limits the movement within the supply chain (as our pieces are made in NYC), maintaining transparency and less impact on the environment at every step.
What advice would you give someone buying their first diamond piece — whether it’s an investment, a gift, or for themselves?
Go to a jeweller you can trust. Look for someone who values quality and craftsmanship. Don’t be afraid to ask questions or ask how a piece is priced out either. For larger diamond pieces, I would always be looking for a GIA certification too. If budget permits, try to go for pieces that are heavier in gold, 14K and 18K is ideal for everyday wear.
And lastly — what’s your go-to styling tip for making diamonds feel cool, not conservative? Ditch matchy matchy sets can feel too formal and conservative. Embrace layering and stacking and don’t be afraid to mix golds.
