Nowadays it’s common for a rapper or footballer to drop £50,000 on diamond jewellery like they’re spending pocket change. The bigger and more expensive the bling the better. For diamond seller Bobby Cato no matter how big or small the diamond. Whether he’s selling to a Premiership footballer or a couple in love he enjoys seeing the satisfied look on his clients face when he presents them with the perfect stone. Here the 29-year-old tells Annika Allen about his business Diamond Thoughts.

What is Diamond Thoughts?
Diamond Thoughts is an independent Jewellery service that specialises in bespoke diamond jewellery. We have a head Office in Nantwich, Cheshire but we have a London office and workshop.

How did you get into this line of work?

I started off working as an apprentice diamond setter over 10 years ago. I completed a 3 year apprenticeship in 18 months and that where it all started. Training was hard, long and tiring and I did the jobs that nobody else wanted to do. But that training was worth it in the end.

How did you initially set up your business?
I had the idea of what I wanted to do and I approached my business partner Justin Cochrane with the idea and we sat and discussed how we were going to make it happen!

Did you have to overcome any obstacles to get to where you currently are?
Daily I face obstacles but I always overcome them. Anything in motion experiences friction. You have to be hungry and determined.

Who is involved in this company?
Myself and Justin Cochrane but we have admin, an artist and many people who do specific work for us.

Why did you decide on the name Diamond Thoughts?

Everything in life starts off as a thought. Justin came up with the name and I liked it. We can bring your thoughts to reality regarding jewellery; your imagination is your limit. We don’t just make diamond-set jewellery we use semi-precious stones also.

How can you ensure that you’re not using conflict diamonds?
The diamonds we use have all been through the Kimberley process and are certificated so their history can be traced. Our diamonds are cut in Israel and Antwerp.

How do you source your clients?
Our clients come from all different walks of life, businessmen/women, entertainers and professional footballers etc

Anyone famous?
We have made jewellery for some clients who are famous but I’m not sure if they would want us to reveal their business!

Talk me through a typical day in your life.
I’ll get up at 9am and walk my 2 American Bulldogs, that’s the only thing typical and consistent about my day! I am always all over the country meeting new and existing clients, twice a week I’ll be in Hatton Garden workshop making sure everything is running smoothly. I’m constantly in contact with Justin on our blackberry messenger! My day could end at 2am sometimes!

What’s been the highlight of owning your own business so far?

I am my own boss and I have a certain type of freedom, but I am very busy too. But when you make that special piece for someone you get amazing satisfaction from making them happy. Also I was in Jamaica for one of my clients wedding, we made the engagement ring and wedding bands for the couple so being there on their special day was lovely especially as the rings looked beautiful and everyone was asking about them!

Words by Annika Allen