Why No Diamonds?

The domain name, nodiamonds.com, was originally purchased for an informational website on the realities of the diamond industry. It slowly dawned on me that it would also be a good name for a company. It captures my belief in the virtue of simplicity, as opposed to flashy, but useless.

To illustrate this point, here is a Suzuki Roshi quote from his book, “Zen Mind, Beginner’s Mind” (Amazon link):

“If you continue this simple practice everyday, you will obtain some wonderful power. Before you attain it, it is something wonderful, but after you attain it, it is nothing special.”

no diamonds also stands for “nothing special” as described in the quote above. It represents the “something wonderful” which takes a lot of effort and dedication, but once achieved it seems the obvious solution and you wonder why you could not see it clearly before. This is the hidden jewel within no diamonds.