SEPTEMBER 8, 2025
By age 13 I had already lived in six countries — United States, Sweden, Switzerland, Spain, Australia, and then back to Switzerland for high school — thanks to my father’s 34-year career at Caterpillar, the mining and construction equipment giant that is best known for its iconic tractors.
I was born in Peoria, Illinois, Caterpillar’s hometown. This made me the only U.S. citizen in my family. My mother is Austrian, my father British.
I’m the middle child, whose traits include independence, adaptability and peacemaking. I think my family would agree!
Today my brother lives in Bangkok and my sister in Geneva. We’re a globally spread yet tight-knit family.
The benefits of a nomadic upbringing
After completing my first degree at University College of London (UCL), I came to the United States on a graduate school tour with my father. While there I attended my first Fourth of July barbecue, hosted by a former Caterpillar colleague of my father’s. This led to a chance conversation that ended with a job offer — in international marketing at Marchon Eyewear in New York. I accepted, moved to the Big Apple at age 21, and never looked back.
With the exception of an 18-month detour to Milan, during which I completed an MBA at SDA Bocconi — most definitely a constructive gap year (and a half) — I’ve now been in the United States for more 20 years, the last 12 of which married to a wonderful New Jerseyan (no Caterpillar connection!) and raising two vibrant sons, now 10 and eight.
My nomadic upbringing was an incredible privilege, but it wasn’t without its challenges. Uprooting every two-to-three years meant constantly needing to adapt — socially, academically and culturally. The push-and-pull between trying to belong and feeling like an outsider shaped me early.
To stay grounded, I latched onto constants that transcended place and culture:
- Nature is grounding. From the extraordinary landscapes of Australia to Switzerland to the simple natural beauties in the backyard or local parks, being mindful in nature always brought me peace and perspective. Nature nurtures the soul. This truth connects us all.
- Shared emotions are grounding. Across all borders and languages, everyone wants to be seen, valued and loved. Realizing this created a sense of empathy and oneness as I navigated many new social and cultural environments.
- Joy is grounding. Whether in big laughs or tiny smiles, recognizing joy or seeking the best feeling in any situation — even on gray days — made me present in the moment and purposeful about how I move forward with myself and others.
These truths shaped how I approach the world: with openness, empathy and intention.
Art and science primed my vocation
In high school, my art teacher literally threw a banana at me — a dramatic protest when I chose not to pursue art at university. I loved art. It’s where I found flow. But I followed my father’s advice (art is easier as a hobby than as a career) and studied science instead.
I earned a Bachelor of Science in Human Sciences, spanning anatomy, psychology, anthropology and biochemistry. I was always drawn to the interconnectedness and symbiosis of things, holistically viewing and appreciating all the parts of the puzzle that make up the human condition.
These affinities drew me to where science meets art, culture meets commerce, and human ingenuity meets natural beauty. To witness the brilliance of the human mind and craft merge with the beauty of nature is to witness a higher power at play. How this evolves with the shape-shifting ways of culture inspires and expands the way we view and appreciate things. This fascination is how I found myself in the art and science of marketing and communications within the world of luxury goods, where artisanship, culture, beauty and nature converge.
I was fortunate to work at iconic luxury brands, like Baccarat, Ferragamo, Bottega Veneta, and Van Cleef & Arpels, where I steered U.S. marketing and communications in the North America market for over a decade. In this role, I saw the magnificence of handcrafted jewelry with precious natural gemstones and metals as the ultimate timeless and tangible way to mark life’s most cherished moments. That resonance with meaning and memory is the essence of true luxury.
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Enter natural diamonds
When an opportunity presented itself at the Natural Diamond Council (formerly the Diamond Producers Association), I was intrigued, but initially unsure whether I should grab it.
As I learned more, I was stunned by how little is known about natural diamonds: their billion-year-old origins, their positive societal and global impact, their vast history and symbolism across cultures.
It was clear to me: natural diamonds are not only an ultimate luxury, but they are also deeply human — embedded in love, tradition and transformation. Helping revive and reframe their relevance became a calling. And moving from brand-specific marketing to championing an entire legacy industry was a challenge I had to explore.
To cement the decision, I consulted my father who recalled working with diamond mining enterprises during his Caterpillar days: “They are the most passionate people I have ever worked with.” Contract signed!
Nearly seven years into this journey, I can say it’s been all these things—sparkly and rough, challenging and rewarding, overwhelming and inspiring.
In that span of time we’ve faced:
- The pandemic
- The war in Ukraine (which halved our funding)
- Market disruption from lab-grown diamonds
- Internal industry challenges
- New U.S. tariffs
But we’ve also created immense value. We rebranded to NDC, launched the Only Natural Diamonds platform, targeting 21-35 year olds, and predominantly women, who are the core target market and our most influential diamond customers. Notably, the majority of NDC’s own team is made up of women in this very demographic.
We’ve also attracted 100 million global site visitors annually to naturaldiamonds.com during our peak budget days, which correlated with the industry boom, established retailer partnerships across North America, produced award-winning editorial content, built a first-of-its-kind diamond education program, and more.
Another testament? The term “natural diamonds” are now part of the vernacular. Five years ago, it was not.
At the heart of it all? Ensuring the differentiating values and beauty of natural diamonds are conveyed with contemporary resonance to a new generation of customers through all types of screens and touchpoints, from social media to television, and outdoor to in-store. We measure consumer influence with data to optimize messaging, and then collate that with feedback from frontline brands and retailers. These are the mechanics that drive our vehicle — all in the service of vitalizing the natural diamond dream.
Coming full circle
In hindsight, the realizations that steadied me during upheavals in my formative years were a preview of what I believe the modern natural diamond dream embodies. Over the years at NDC, we have gathered evidence of what truly resonates: the grandeur of nature, universal emotional connections, and the quest for joy and fulfillment, all fortified by integrity, energy and fun.
Mother Nature must remain our centerpiece. Natural diamonds—born billions of years ago deep within the Earth and shaped by nature’s patient artistry — carry an unmatched integrity and beauty. They alone bridge nature, science, love, heritage and economic impact, in a way no other luxury item, or any synthetic or simulant diamond ever can.
Just as emotional awareness helped me find common ground in my early life, it is also the key to truly resonating with customers — and to drawing our spirited industry together with shared purpose. We are strongest when our common passion is cohesive and expressed with a unity of message. The NDC is the singular voice to channel this collective energy, rekindling the marvel of our industry in the eyes of the world.
Empathy fuels understanding, and sincerity builds trust. We must strive to see the world through the eyes of our consumers — to understand what they value, what excites them, and what feels relatable. When we present natural diamonds with such consideration — especially through the real human stories behind the sparkle — we stand apart. Sincerity remains the most enduring influencer.
Joy must infuse everything we do. Diamonds already mark life’s most treasured milestones, and our creativity, campaigns and content should radiate that same spirit—bringing fun, energy, evolution and beauty into every connection.
Advertising will always be the bedrock of our marketing, but it is only a part of a dynamic and complicated ecosystem. Campaigns can only break through if they are beautiful, bold, generously funded and omnipresent — making them impossible to ignore.
In the end, joy felt and joy shared — like natural diamonds — collapses time into the present moment. And natural diamonds, in turn, hold those fleeting moments forever.
Crystallizing the journey
While pursuing the natural diamond dream has evoked and crystallized countless insights and inspirations, my diamond journey has been shaped by an incredible team of colleagues and mentors, who embody the essence of the dream. I am grateful for not only the myriads of professional lessons—but personal ones too. This wide and wild diamond world has pressured and polished me to grow in ways I never imagined.
So, what’s next?
Whatever lies ahead, I face it with the clarity of experience, the passion of purpose, the humility to adapt, and the excitement to evolve.
In moments of uncertainty, I think of that little girl on the tractor, eyes fixed on the path ahead and tell her what I now know to be true — and what still guides me today: Trust in the unseen order of things.
Image : Caterpillar Inc
Source : World Diamond Council