Editor’s Note
This article explores how Moi Moi’s founders transformed a chance discovery into a pioneering Australian jewellery brand, championing moissanite and lab-grown diamonds to create a new market category.
From a chance encounter to market pioneers
From a chance encounter with moissanite to becoming pioneers of an entirely new category in Australian jewellery, sisters Lauren Chang Sommer and Alana Chang Weirick have built Moi Moi into one of the country’s most innovative fine jewellery brands. Since opening their first boutique in Sydney’s Queen Victoria Building in 2004, they have championed moissanite, expanded into lab-grown diamonds, and introduced their own internationally recognised SUPERNOVA Moissanite. In this exclusive conversation with Jewellery World, Lauren reflects on Moi Moi’s 21-year journey, the dynamics of running a family business, and how they continue to shape the evolving bridal jewellery market in Australia and beyond.
The founding story
JW: Can you share the story of how you and Alana started the business Moi Moi together?
“It all began in July 2004, when I was searching for earrings for my wedding and couldn’t find anything between expensive diamonds and poor-quality CZ. Around that time, my father had gifted my mother a pair of moissanite studs from overseas, and I was immediately struck by their beauty. I quickly persuaded Alana to join me and, with the support of our parents, we decided to take the leap and introduce moissanite to Australia. Within just five months we launched Moi Moi Fine Jewellery, opening our first store in Sydney’s QVB and an e-commerce site. By December 2004, we had broken new ground as the exclusive distributors of moissanite in Australia, a position we held until the patent expired in 2016. Since then, we launched our Moissanite wholesale company with Moissanite International, creating and distributing our own SUPERNOVA Moissanite brand, and in 2019 we proudly became the first company in Australia to launch lab-grown diamonds.”
Family roles and business evolution
JW: How do you divide roles and responsibilities between you, and has that evolved over time?
“Our roles have always been very clear, and thankfully very different, which has been a real strength in running a family business together for 21 years. In the early days, when it was just family in the store, we wore every hat, sales, marketing, operations, but even then we naturally divided responsibilities. As the business and team have grown, our roles have become more defined: I focus on creative direction, marketing, HR and business development, while Alana brings her methodical approach to overseeing operations, systems, and production. Our parents are still actively involved, which we love and feel lucky we all get to work together and my teenage daughter has started to work on weekends. With our stores now managed by our sales team, it allows Alana and I to concentrate on leading from head office.”
Strengths and challenges of a sibling partnership
JW: What’s the biggest strength and challenge of working with a sibling in business?
“The greatest strength of working with my sibling is that we’re completely aligned in our vision and values, and I have absolute trust in my family. In the early days, the challenge was setting boundaries between work and personal life, because we were so passionate about the business. Over time, we’ve learned how to ‘clock off’ and protect family time, and honestly, I wouldn’t have it any other way, I love working with my sister.”
Family values and customer relationships
JW: How has your family dynamic influenced the way you approach customer relationships and service?
“We view our customers as family. Just as my friends are welcomed into my home, our customers are welcomed into the Moi Moi family. As jewellers we are so fortunate to have a seat in our client’s significant moments. There are not many industries that can concur! It is a privilege I will never take for granted. I do not view a sale as just a transaction. Rather, it’s a special opportunity to provide an heirloom piece of jewellery to mark a significant moment, person or relationship.”
The appeal of a family-run business
JW: Do you think customers are drawn to the authenticity and personal touch of a family-run business?
“Yes, I do. Clients place enormous importance on trust when choosing a jeweller, and being family-run gives us a natural authenticity that customers connect with. As the business has grown and we spend less time in the store ourselves, we focus heavily on ensuring our sales and marketing teams carry that same personal touch and uphold the trust that has always been at the heart of our brand.”
Evolution of the Australian bridal market
JW: How has the Australian bridal jewellery market changed since you started Moi Moi?
“Twenty years ago, a diamond solitaire less than 1 carat was the standard; now the Australian bride wants a ring as individual as she is. Bigger stones, bespoke designs, and an elevated service journey define the new norm in bridal jewellery. There is a lot of industry discussion right now regarding lab grown diamonds versus natural. My view is the most enduring jewellery stories are not about origin, but about meaning. That’s the narrative worth building. Whether natural, lab-grown, or otherwise, our collective challenge is the same, to keep jewellery relevant, desirable, and trusted for generations to come. Globally, the fine jewellery market, both lab-grown and natural, is one of the few luxury categories still showing growth. This is a rare opportunity to capitalise on shifting customer preferences for luxury, if we focus on that potential rather than being distracted by internal debates.”
Trends for 2025
JW: What trends are you seeing in engagement and wedding ring designs for 2025?
“We’ve been seeing a trend towards yellow gold with brides wanting either bolder, chunky daring designs featuring elongated fancy cuts and then on the flip side we have seen a demand for classic pretty organic designs with hidden details.”
