There’s something quietly disruptive about the way Montana Bourke wears diamonds. Often styled with activewear and woven into everyday life, her jewellery is not reserved for special events. It’s designed to be worn, lived in and enjoyed without occasion.

As the founder of Carat Cake Jewellery, Bourke has spent the past eight years reshaping how Australian women engage with fine jewellery. The brand’s ‘relaxed yet refined’ aesthetic is deeply personal, shaped by Bourke’s own life as a working mother and business owner.

Most importantly, it has allowed her to build trust. Fine jewellery is a considered purchase, and inviting customers into the process from design through to production and packing creates transparency and confidence.

That trust was evident recently when Carat Cake sold over $120,000 (!) worth of diamonds in just 48 hours via Instagram live sales. While live selling is already well established in parts of Asia, Australia is only just beginning to embrace it.

“Live sales are only the beginning,” Bourke says. “Fine jewellery is no exception. It’s the thrill of it all, but it only works if you’ve done the work beforehand to build trust with your audience. It’s exciting.”

As interest grows around diamonds as an investment (everyone’s looking for a good tennis bracelet to fill the Australian Open-shaped void), Bourke offers a refreshingly direct perspective. “Jewellery is not an investment, particularly stones,” she says. “If you’re looking to make money, go to the stock market or property. Jewellery is a luxury. It’s meant for enjoyment.”