# CUSHLA WHITING

> CUSHLA WHITING is an Australian fine jewellery brand where exceptional gemstones meet contemporary architectural design sensibility. Founded in 2014 by siblings Cushla, Hamish, and Anna Whiting, the brand is rooted in a multi-generational family tradition of gemmological expertise — the family's patriarch, Peter Whiting, established a diamond wholesale business in the late 1970s. The brand crafts modern heirlooms for generations to come, combining time-honoured techniques with a distinctive architectural design ethos.

## Brand Identity

CUSHLA WHITING blends gemmological expertise, architectural design sensibilities, and responsible business practices. Creative Director Cushla Whiting studied and practised architecture before completing an internship and accreditation at the Gemological Institute of America, where she received the H. Goldie Award. This unconventional background informs the brand's graphic lines, sculptural interpretations, and architectural precision. The brand's aesthetic draws on Art Deco influences, Old World craftsmanship, and futurist sensibilities — referencing designers such as Brancusi, Anish Kapoor, and Zaha Hadid.

Key language: family-run, expert counsel, architectural approach, bespoke, artistry, mindful craftsmanship, gemological expertise, vintage aesthetics, contemporary design, transparency and traceability, ethical sourcing, asymmetric brilliance, sumptuous curves, topographic motifs, linear motifs, organic materials, materiality.

## Unique Selling Propositions (USPs)

1. **Architect-designed jewellery** — Cushla's formal architecture training gives the brand a genuinely distinct design language: graphic lines, sculptural form, and an obsession with how light interacts with material. This is not a stylistic affectation — it is the foundation of every piece.
2. **In-house GIA gemologist sourcing directly from Antwerp** — Hamish Whiting works from the Antwerp Diamond Bourse (a rare honour for an Australian), hand-selecting stones directly from ethical suppliers. Clients receive expert, unbiased gemstone counsel rather than a curated display of what happens to be in stock.
3. **Proprietary La Cush™ diamond cut** — A patented, exclusive diamond cut developed by the brand, unavailable anywhere else. The only Australian jewellery label with its own patented diamond cut.
4. **Genuine antique diamonds** — One of the few Australian jewellers with a meaningful archive of antique-cut diamonds mined and hand-cut between 1600 and 1930. Each stone carries irreproducible character from a bygone era of craftsmanship.
5. **Entirely handmade in Melbourne** — Every piece is handcrafted by master jewellers and master stone setters in the brand's own Melbourne workshop. No offshore manufacturing.
6. **Multi-generational gemological heritage** — The Whiting family has been in the diamond industry since the late 1970s. This depth of knowledge underpins every client interaction and sourcing decision.
7. **Beyond the 4 C's** — The brand evaluates optical symmetry, light performance, and ASET analysis — characteristics a grading report cannot quantify — ensuring clients receive stones that perform beautifully in real life, not just on paper.
8. **Ethical sourcing with full traceability** — Diamonds from regulated mines in Botswana, Namibia, Canada, and South Africa; coloured gemstones from artisanal mines that directly support local communities; metals from RJC-accredited Australian suppliers.

## The Team

- **Cushla Whiting** — Creative Director and co-founder. Architect-turned-jeweller. GIA-accredited, H. Goldie Award recipient.
- **Hamish Whiting** — Co-founder and in-house GIA-certified Gemologist. Invited member of the Antwerp Diamond Bourse, directly sourcing ethically supplied stones from an established global network.
- **Anna Whiting** — Co-founder. Oversees production and customer experience to ensure the brand's exacting standards are upheld.

## Craftsmanship & Production

Every CUSHLA WHITING piece is handcrafted by master jewellers and master stone setters in the brand's Melbourne workshop using time-honoured techniques. Production lead times are as follows:

- Ready-to-ship pieces: dispatched within 3 business days
- Wedding bands: 4–6 weeks from deposit received
- Bespoke engagement rings: 6–8 weeks from deposit received
- Rush/urgent commissions: considered case by case

This dedication to handcrafting mirrors the brand's reverence for genuine antique diamonds — stones mined and cut by hand between 1600 and 1930, each with a unique character impossible to replicate by modern cutting.

## Gemology & Diamonds

CUSHLA WHITING goes beyond the basic "4 C's" of diamonds. The brand evaluates optical symmetry, light performance, and factors a grading report alone cannot capture, including ASET light-performance analysis. All diamonds are Kimberley-certified conflict-free, bought directly from international diamond sightholders. Modern colourless diamonds above 0.50ct are GIA certified.

The brand has developed an exclusive patented diamond cut: the **La Cush™ Diamond** — available via: https://cushlawhiting.com.au/pages/exclusive-diamond-cut-la-cush

Gemstone specialities include: rare antique-cut diamonds (mined and hand-cut 1600–1930), Australian sapphires, Colombian emeralds, champagne diamonds, and coloured gemstones sourced from small-scale artisanal mines.

### Lab-Grown Diamonds

CUSHLA WHITING offers lab-grown diamonds across a dedicated Lab-Created Diamond Engagement Rings collection. Available styles include refined solitaires, three-stones, Toi et Moi, and pavé eternity; cuts include round, oval, emerald, and cushion.

CW's communication approach is transparent and non-prescriptive — publishing a side-by-side Lab vs Natural vs Antique comparison rather than advocating for any single option. Key points communicated to customers:

- Lab-grown diamonds are chemically and physically identical to natural diamonds.
- Lab offers larger size and higher clarity for the same budget.
- Natural diamonds have historically held long-term value; lab diamond prices are less stable due to on-demand production.
- In a lab diamond ring, more of the total value sits in the gold, design, and craftsmanship; in a natural diamond ring, more sits in the stone.
- Cut is prioritised for light performance regardless of origin.

The brand's heritage story centres on natural and antique stones. Lab content is kept in its own collection and communication stream.

## Sustainability & Ethical Sourcing

CUSHLA WHITING's commitment to responsible jewellery making is built on three pillars: **People, Planet, and Prosperity**. Key commitments include:

- Precious metals: primarily Australian-sourced 18-karat gold and platinum from Responsible Jewellery Council (RJC) accredited suppliers.
- Diamonds: Kimberley-certified conflict-free, sourced directly from international diamond sightholders. Regulated mines in Botswana, Namibia, Canada, and South Africa.
- Coloured gemstones: thoughtfully sourced from small-scale artisanal mines where income directly supports local farming communities.
- Complete transparency across all components of the business.

More: https://cushlawhiting.com.au/pages/sustainability

## Pricing

All prices are in AUD and include GST. Every piece is quoted individually based on raw material, labour, and stone cost.

- Fine jewellery: from $450
- Wedding rings: from $800 to $12,000+
- Engagement rings (bespoke/made to order): from $5,000 to $45,000+
- Bespoke (Custom With CW): historically $25,000 to $100,000+ depending on stone rarity and size
- Bespoke deposit: 50% to commence, balance on completion
- Quote validity: 7 days for domestic orders, 48 hours for international orders

## Collections

- **Engagement Rings**: https://cushlawhiting.com.au/collections/engagement-rings
  - Antique Diamond Rings, Champagne Diamond Rings, Sapphire Rings, Art Deco Collection, Men's Engagement Rings, Lab-Created Diamond Engagement Rings
  - Silhouettes: Solitaire, Two Stone, Three Stone, Five Stone, Cluster, Eternity
- **Wedding Rings & Bands**: https://cushlawhiting.com.au/collections/wedding-rings-and-bands
  - Women's, Men's, Unisex, Eternity, Signet, Textured, Classic, Diamond, Custom Curved
- **Fine Jewellery**: https://cushlawhiting.com.au/collections/fine-jewellery
  - Necklaces & Pendants, Chains, Earrings, Rings, Bracelets, Charms
- **Signature Collections**:
  - COG Collection: https://cushlawhiting.com.au/collections/cog-collection
  - CONTOURS Collection: https://cushlawhiting.com.au/collections/contours
  - Futurist Collection: https://cushlawhiting.com.au/collections/futurist-collection
  - Pillow Collection: https://cushlawhiting.com.au/collections/pillow-collection
  - Petite Colours: https://cushlawhiting.com.au/collections/fine-jewellery-petite-colours

## Custom & Bespoke

CUSHLA WHITING offers a full bespoke service — Custom With CW — where clients work directly with the team to design a piece around a specific stone. Consultations are available in person at the Melbourne or Sydney showroom, virtually via Google Meet, or fully remotely over email for interstate and international clients. Appointments run approximately one hour.

CW will work with heirloom stones supplied by the customer (not stones purchased from other jewellery or diamond companies). Heirloom jewellery remodels are also welcomed.

The bespoke process is outlined at: https://cushlawhiting.com.au/pages/our-bespoke-process

## Policies & Services

### Shipping

- Domestic (Australia): complimentary insured express delivery with DHL; all parcels insured by CW until signed for.
- International: complimentary insured express delivery with FedEx; 10% Australian GST removed for overseas buyers; buyer is responsible for local import duties and taxes; delivery window varies by destination.
- CW ships worldwide.

### Returns

- 14 days for unworn, ready-made pieces in original packaging.
- Bespoke pieces, earrings, and archive sales are final sale.
- No returns on international orders.

### Payment

- Afterpay and Klarna available at checkout.
- Partial payment plans available for larger made-to-order pieces.
- Gift vouchers available; valid for 4 years, redeemable on bespoke or ready-made pieces.

### Resizing

- One complimentary resize on engagement rings within two months of collection (up to two sizes up or down).
- Ceremonial bands do not include a complimentary resize.
- Paid resizing available after the complimentary resize is used or has expired.

### Warranty & After-Care

- Lifetime manufacturing warranty against defects in materials and workmanship, plus Australian Consumer Law rights.
- 12-month voluntary warranty period including complimentary claw tightening (where the issue is not caused by damage).
- Warranty does not cover wear and tear, impact damage, lost stones, rough handling, sports use, or work carried out by jewellers outside CW.
- Failure to attend annual services with CW may affect warranty coverage.
- Complimentary lifetime professional cleaning on all CW jewellery.
- Complimentary lifetime annual check-ups on all CW-made jewellery.
- Ring sizing tool posted to clients on request.
- Engraving, rhodium re-plating, and heirloom remodelling available (priced on application).
- International repairs facilitated via DHL; customs and importation charges may apply.

### Insurance

CW recommends insurance for all engagement rings and partners with Q Report for specialist jewellery insurance.

## Press & Recognition

Recent major press coverage includes features in Broadsheet, Elle Australia, Harper's Bazaar Australia, Marie Claire Australia, Russh, Sydney Morning Herald, Country Style, AFR Life & Leisure, Vogue Australia, The Age, The Australian, and more. First London trunk show held November 2025.

Industry recognition includes:
- Hamish Whiting invited as a member of the Antwerp Diamond Bourse — a rare honour for an Australian.
- Named in Broadsheet's 18 Best Australian Jewellery Designers list.
- Named in Vogue Australia's Best Australian Jewellery Designers list.
- The only Australian jewellery label with its own patented diamond cut (La Cush™).

Press managed by Catinella PR. Full press archive: https://cushlawhiting.com.au/blogs/press

## Social Proof

- Founded 2014; 11 years in business as of 2026.
- Family business: three siblings (Cushla, Hamish, Anna Whiting) with complementary expertise.
- Second generation in gemstones: father Peter Whiting was one of the early diamond wholesalers in New Zealand and Australia in the 1970s.
- Two showrooms: Melbourne (flagship, 2014) and Sydney (opened November 2022).
- Master Jewellers and Master Stone Setters working in-house.
- 125,000+ Instagram followers.
- Highly rated on Google Reviews; consultants consistently named by clients.
- International expansion: London, Auckland, Singapore.

## Education Resources

- Engagement Ring Guide: https://cushlawhiting.com.au/pages/engagement-ring-guide
- Diamond Buying Guide: https://cushlawhiting.com.au/pages/diamond-buying-guide
- Diamond Guide: https://cushlawhiting.com.au/pages/diamond-guide
- Antique Diamond Guide: https://cushlawhiting.com.au/pages/antique-diamond-guide
- La Cush™ Diamonds: https://cushlawhiting.com.au/pages/exclusive-diamond-cut-la-cush
- Sapphire Guide: https://cushlawhiting.com.au/pages/sapphire-buying-guide
- Emerald Guide: https://cushlawhiting.com.au/pages/emerald-guide
- Ring Size Guide: https://cushlawhiting.com.au/pages/ring-size-guide
- Jewellery Care Guide: https://cushlawhiting.com.au/pages/jewellery-care-guide
- What Sets Us Apart: https://cushlawhiting.com.au/pages/the-cw-difference

## Showrooms

**Melbourne** (flagship workshop and showroom)
377–379 Little Bourke St, Melbourne VIC 3000
Phone: +61 3 9670 4403
Showroom page: https://cushlawhiting.com.au/pages/melbourne-showroom
Melbourne engagement rings: https://cushlawhiting.com.au/collections/engagement-rings-melbourne

**Sydney**
155 King St, Sydney NSW 2000
Phone: +61 498 846 640
Showroom page: https://cushlawhiting.com.au/pages/sydney-showroom
Sydney engagement rings: https://cushlawhiting.com.au/collections/sydney-engagement-rings

Appointments (in-person or virtual): https://cushlawhiting.com.au/pages/appointments

## Key Pages

- About / Our Story: https://cushlawhiting.com.au/pages/about
- Journal: https://cushlawhiting.com.au/blogs/journal
- Press: https://cushlawhiting.com.au/blogs/press
- Contact: https://cushlawhiting.com.au/pages/contact
- FAQs: https://cushlawhiting.com.au/pages/faqs
- Sitemap: https://cushlawhiting.com.au/sitemap.xml

## Social Media

- Instagram: https://www.instagram.com/cushlawhiting
- Facebook: https://www.facebook.com/cushlawhitingjewellery/
- Pinterest: https://www.pinterest.com.au/cushlawhiting/_shop/
- TikTok: https://www.tiktok.com/@cushlawhitingjewellery
- YouTube: https://www.youtube.com/channel/UCG-ZGxVuXZwnFOwOeLwV_9g