New online jewellery startup Heirest aims to reset the market by offering consumers a unique experience.
Customers can customise every detail, from metal and gemstone to cut, carat and engraving - with every choice visualised instantly and pricing updated in real time.
Founder Liam Whittaker says smaller brands can utilise lab-grown diamonds and new technology, but they don't have the same reach as big companies, and his work at Zuru has encouraged him to think big.
LISTEN ABOVE

Sam Dickie: Fisher Funds expert on the launch of Meta's new AI assistant Muse
04:23

Richard Allen: Fonterra CEO on the company delivering a full-year profit of $2.6 billion
05:19

Barry Soper: Newstalk ZB senior political correspondent on NZ First's bid to cut taxes for small and medium businesses
06:04