SBD member Johan Olieslagers, founder of Infinity Tree Diamonds, has a clear vision: he wants to make memories tangible and eternal. His company creates unique diamonds that literally capture the essence of a loved one or a special bond. “At Infinity Tree Diamonds, we believe in the magic of memories,” Johan explains. “We create an eternal memory from organic material, such as hair, feathers, flowers, or ashes. It’s about capturing the emotional value and transforming it into something tangible and lasting.”
The process always begins with a personal meeting. Johan places great importance on understanding the story behind the diamond. “Who was the person or the pet? Was it someone who lived a long and full life, or is it, for example, the ashes of a stillborn child? The story behind the diamond makes all the difference. That’s why I personally come to collect the organic material, because I want everything to be done with the utmost care and respect. We don’t work with couriers, as that’s too impersonal. Everything we do is centered around trust.”
“You're not just handing over a product; it is the soul of someone, captured in a beautiful diamond. It touches me every time.”
Johan also finds it important to deliver the diamonds personally. “Just as I personally collect the material, I also hand over the diamond, whether set in a piece of jewelry or not, myself. That moment is often very emotional. You're not just handing over a product; it is the soul of someone, captured in a beautiful diamond. It touches me every time.”
What makes Infinity Tree Diamonds unique is the personal approach and dedication to the quality of service. “Everything starts with trust and respect,” Johan emphasizes. “I want people to feel safe and understood during this often emotional process.” To facilitate this, Johan has developed the Infinity Box, in which the material can be securely collected. This box is sealed with one of the labels personally signed by the customer. The customer signs a total of 16 personal seals to track the entire production process and ensure that the material remains with this box. This provides complete transparency and guarantees that everything proceeds fairly. Additionally, each customer receives a diamond passport, a booklet with instructions and stamps to follow the entire production process. “It’s all about the details, to ensure that our customers feel fully supported. And ultimately, it’s not just about the diamond itself, but about the story it tells.”
The selections from Infinity Tree Diamonds are broad and versatile. Customers can choose from various shapes and colors. Most people opt for a yellow or blue diamond. Yellow is the most natural color a cremation diamond can have and also comes at a lower price. Colorless options are also popular.
In addition to cremation diamonds, “love diamonds” can also be produced, which can be set in an engagement ring. “Imagine a diamond made from a personal, organic material that is dear to both partners. It could be a lock of hair, a dried flower from a first date, or another object that contains carbon and has special meaning. These materials are transformed into a stunning diamond, a symbol of unique love and commitment.” There are also other possibilities: “Two friends who are separated because one is moving abroad can capture their friendship in a diamond that is split in two. This way, each friend can carry half of the diamond with them in a piece of jewelry of their choice.”
For Johan, his work is much more than just making diamonds. “For me, it’s about bringing joy to people. I see each diamond as a tribute to love and connection. People often come to us during difficult times, when they have lost someone, and it’s a privilege to guide them through that process. When I hand over the diamond and see the smile on their face, or the tears of emotion, I know that I have contributed something beautiful. That gives me immense fulfilment.”
