Success story: Cullen Jewellery founder Jordan Cullen.
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Shepparton-born Jordan Cullen is many things.
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A husband, a son, an entrepreneur, and a rising star in the Australian jewellery industry.
Mr Cullen is head of Cullen Jewellery, a multi-million-dollar business that sells moissanite and lab-made diamond rings to discerning customers.
The idea for the business came when Mr Cullen was searching for an engagement ring for his then fiancée.
“I was looking for an alternative for mined diamonds, as I had some ethical concerns,” he said.
By chance he discovered a United States company that dealt with moissanite, a similar stone to diamonds but without the controversial background, along with lab-produced diamonds.
Buying a moissanite stone from the US, Mr Cullen then found an Australian jeweller to create the ring and set the stone.
With a marketing background and seeing an opportunity in the jewellery market Mr Cullen used the contacts he had made when sourcing his engagement ring to start the business he has today.
Mr Cullen said his family backed him all the way.
“They were supportive,” he said.
Cullen Jewellery, which operates a store in Melbourne as well as an online shop, has since thrived into a multi-million-dollar enterprise that imports lab-created diamonds, as well as moissanite, from overseas.
These stones are then set into rings at the company’s Melbourne workshop.
Mr Cullen said the business would never use mined diamonds and instead focused on providing ethical and eco-friendly fine jewellery that would last a lifetime.
The business’s success has since garnered industry recognition, placing fifth in the 2022 Australia’s Best Workplaces awards, making it the highest placed jewellery business.
“That was great. It was certainly a priority to create a business culture where people enjoy coming to work, that they are treated equally and valued for the work they do,” Mr Cullen said.
Mr Cullen believes that the Cullen Jewellery business model, which puts the customer first, is the key to its success.
On display: Moissanite and lab-grown diamonds are set into rings at the company’s Melbourne workshop
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“Our success is due largely, in my opinion, to our honest and informative approach to the often secretive and exclusive jewellery industry. We care about our customers,” he said.
Mr Cullen said the business planned to continue building on its growth and extend its reach internationally.
“We aim to have 10 stores by the end of 2023 across five countries,” he said.
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