TaTe Diamonds opens flagship jewellery showroom in Atlanta
Namibian diamonds shimmer
Namibia’s first fully Namibian-owned diamond company, TaTe Diamonds, has opened its flagship showroom in Atlanta’s upscale Buckhead district, marking a significant step in the country’s emergence as a leader in ethical luxury.The grand opening drew high-profile guests from both Namibia and the US, including Namibian Diamond Trading Company (NDTC) CEO Brent Eiseb, who cut the ceremonial ribbon. Other Namibian dignitaries included NDTC directors Dr Benethelin Zaaruka and Oscar Capelao, Debmarine CEO Willy Mertens, Namdeb director Alex Gawanab, and representatives from Access Bank and the private sector.
US attendees included executives from Merrill Lynch/Bank of America, luxury watchmaker Patek Philippe, and Bentley Atlanta.
Founded by Tangeni taShi Shiimi-Ya-Shiimi, TaTe Diamonds is the first vertically integrated diamond business in Namibia, overseeing every step of the diamond value chain, from sustainable mining to international retail.
Streamlined process
“While most diamonds pass through up to 15 hands before reaching the consumer, TaTe Diamonds limits this to just three,” Shiimi-Ya-Shiimi said at the launch. “Our diamonds are mined in Namibia by Debmarine and Namdeb, traded through the NDTC, then cut and polished at our Windhoek facility before final certification by the Gemological Institute of America (GIA).”
This streamlined process ensures provenance, authenticity, and traceability – key pillars of the brand’s ethical and transparent approach to luxury.
The Atlanta showroom is designed to offer an immersive experience of Namibian craftsmanship, featuring collections that highlight the country’s rich culture and ethical mining practices. Among the highlights is the new EZIMO Collection, inspired by the Oshiwambo word meaning “My People. My Clan. My Family. Our Collective.”
“Our goal is to create more than just fine jewellery,” said Shiimi-Ya-Shiimi. “We want every piece to tell a story of heritage, sustainability, and Namibian pride.”
With its expansion into the US, TaTe Diamonds is positioning itself as a global ambassador for responsible luxury, one that not only reflects Namibia’s diamond legacy but also leads the way in ethical sourcing and production.