INTERVIEW: taShi Shiimi ya Shiimi , Founder & CEO of Tate Diamonds

“While TaTe Diamonds’ foundation lies in bespoke, meticulously handcrafted luxury, we deeply understand the evolving desires of Gen Z buyers—who prize simplicity, sustainability, and personal connection”, assures taShi Shiimi ya Shiimi , Founder & CEO of Tate Diamonds.

taShi Shiimi ya Shiimi is the founder and CEO of TaTe Diamonds, Namibia’s first fully Namibian owned, vertically integrated diamond house. Born and raised in Namibia, he earned degrees in Accounting & Finance, plus an MBA in Strategic Planning from the United States—after which he honed his finance and banking skills at three Fortune 500 firms before embracing entrepreneurship in 2015 

Determined from day one, taShi personally oversaw the launch of the company’s cutting and polishing facility in Windhoek and immersed himself in the craft of diamond processing and jewelry design, ensuring that every piece reflects both Namibian provenance and artisanal excellence. Guided by themes of traceability, heritage, and ethical sourcing, TaTe Diamonds embodies taShi’s conviction that rarity and sophistication must be rooted in integrity.

In mid-2025, TaTe unveiled its flagship boutique in Atlanta’s prestigious Buckhead district. This showroom offers a curated experience of GIA-certified Namibian gems that move through only three critical touch points from mine to finger—mined by Debmarine/Namdeb, traded via NDTC, and finished in Namibia—placing Namibian identity and craftsmanship centre stage in the global fine jewellery scene.

Here, in an Interview with PRECIOUS WORLD, taShi Shiimi ya Shiimi takes you through his business, reflecting his dedication to taking it further as a global business venture.

Some excerpts:

For the benefit of our readers, could you take us through your entry into the diamond industry and the establishment of TaTe Diamonds, including its operations in Namibia?

After building considerable expertise in both finance and entrepreneurial ventures, I recognized an opportunity to partner with a dynamic diamond company working towards Sightholder status in Namibia. My appointment as CEO marked a turning point—not only for my own career, but for Namibia’s potential in the world of luxury diamonds. The allure of nature’s rarest gemstone compelled me to personally master the cutting and polishing process, insisting on hands-on experience in every department of our facility. That deep immersion has proven transformative, forming the cornerstone of TaTe Diamonds’ philosophy of excellence.

TaTe Diamonds was conceived with a singular ambition: to create a vertically integrated, world-class brand that not only competes with but redefines global standards in luxury. By strategically managing every phase of the supply chain—from ethically sourcing rough stones to crafting finished masterpieces in our state-of-the-art Windhoek facility—we have achieved full control over quality, cost management, and innovation. Our commitment to in-country value addition has fostered the emergence of a new generation of Namibian artisans, cultivated skilled careers, and firmly established Namibia as a vital participant in international high-value commerce. Every TaTe creation is a fusion of masterful art and Namibian heritage, designed to inspire and endure.

How did the jewellery showroom in Atlanta, USA come about? Was it visualised over the years, as the US is the largest market for fine jewellery? Tell us more about the brand …

The Atlanta showroom was always envisioned as a pivotal milestone in TaTe Diamonds’ global journey. From the very beginning, our long-term strategy included international expansion, with a particular focus on the United States, the epicenter of fine jewelry demand. Buckhead, Atlanta’s premier luxury district, was deliberately chosen for its discerning clientele and status as a gateway to global luxury trends. This prime location efficiently positions TaTe Diamonds among the world’s elite brands and brings Namibian brilliance to an international audience.

TaTe Diamonds is unapologetically rooted in Namibian heritage while offering universal appeal. Our collections—most notably the EZIMO Collection, featuring signature 1.50ct centerpieces and an abundance of Namibian round brilliants—are thoughtfully inspired by both legacy and modern elegance. Each piece tells a rich narrative: one of family, earth, and generational craftsmanship. We uphold the strictest standards for ethics, design, and innovation, ensuring every creation is a testament to integrity and world-class artistry. The Atlanta boutique serves as an immersive platform, introducing the world to the story, rarity, and exceptional value of Namibian diamonds through the TaTe lens.

What other plans are in the offing for your jewellery business? Will your store of fine jewellery also cater to Gen Z with simpler versions, as they form a major chunk of buyers in the US?

Our product strategy is both adaptive and future-focused, reflecting the multigenerational nature of the luxury market. While TaTe Diamonds’ foundation lies in bespoke, meticulously handcrafted luxury, we deeply understand the evolving desires of Gen Z buyers—who prize simplicity, sustainability, and personal connection. In response, TaTe is in the advanced stages of developing a line of refined, minimalist jewelry that preserves the integrity of our Namibian diamonds and ethical values, while being perfectly suited for daily wear and self-expression.

This new line will expand accessibility without ever compromising on quality, provenance, or design. Our artists are already integrating modern Gen Z aesthetics—such as stackable rings, sleek diamond solitaires, and interactive digital customization—ensuring that TaTe continues to resonate with both longtime collectors and the next wave of ambitious jewelry enthusiasts throughout the U.S. Our objective is to build lifelong relationships across all generations through constant innovation and inclusivity.

Where is your company jewellery manufactured right now? Do you plan to outsource the manufacturing activity to other centres globally, for a wider perspective/or even a more sensible economy?

All design work is performed in our Atlanta boutique. In line with global manufacturing practice, we outsource the jewelry manufacturing to China. Since our diamonds never leave our company, they are meticulously set in Atlanta before going through our vigorous quality control process. This enables us to maintain absolute oversight over quality, ethical sourcing, and the authenticity of each piece. Our vertically integrated business model allows every diamond’s journey—from mining through to the finished piece— to remain transparent, traceable, and value-driven. This holistic approach is integral not just to our brand promise, but also to our mission of uplifting Namibia’s workforce, transferring skills, and creating lasting social impact.

While our core operations remain centered in Atlanta, TaTe Diamonds remains agile and open to future strategic collaborations. We are evaluating select partnerships for limited editions and lines requiring highly specialized expertise to cater to diverse global markets. However, our flagship collections and the majority of our creative development will always originate in our Atlanta boutique, where strict quality control safeguards the TaTe hallmark of excellence. Our unwavering focus is on sustaining authenticity and maximizing value, wherever the horizon of international demand may lead us.

Do you intend to take your jewellery brand to other markets globally? What’s on your mind now? According to you, are natural diamonds selling well in the USA?

Global expansion lies at the very heart of TaTe Diamonds’ growth blueprint. We have identified three strategic international cities and at least three further locations in the United States as our next targets for flagship boutiques. Each new presence amplifies our core mission—to share the story of Namibian mastery and create lasting impact in the landscape of ethical luxury.

In the United States, appetite for natural diamonds remains robust, particularly among buyers who appreciate the story, provenance, and authenticity behind each gem. TaTe Diamonds has witnessed firsthand the strong response from American clients, who view the ability to trace their diamond’s journey from Namibian earth to finished jewel as a distinct mark of value and trust. Our commitment to transparent sourcing, compelling narratives, and unparalleled artistry is what continues to set us apart in an evolving luxury market. As consumer awareness rises, TaTe Diamonds leads by embodying the values that truly matter to contemporary collectors.

As a natural diamond jeweller, how do you perceive competition from Lab-grown diamond jewellery, which is doing very well, especially with good demand from Gen Z buyers?

Lab-grown diamonds have certainly established a strong foothold—especially among Gen Z consumers driven by affordability and environmental considerations. We have great respect for the innovation this represents within the industry. However, at TaTe Diamonds we are guided by an unwavering commitment to the unique value of natural diamonds. Each TaTe stone is a geological phenomenon—an irreplaceable relic millions of years in the making, and a legacy to be cherished forever.

Our competitive edge centers on authenticity, heritage, and narrative richness. We are dedicated to offering more than a product: we offer a legacy, unparalleled provenance, and the assurance of sustainable, responsible origins. While the typical industry diamond may pass through over 15 hands before reaching the consumer, a TaTe diamond’s journey is streamlined to just three touchpoints. This provides our clients with an extraordinary level of traceability and trust. Increasingly, we find that collectors of all ages seek the profundity, meaning, and enduring value that only a natural, masterfully crafted diamond can deliver. TaTe Diamonds is—and always will be—the steward of that legacy, leading the way with unmatched authenticity and a forward-thinking vision for global luxury.