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Backed by 10 years industry experience, Asher Freeman launched Freeman Design in 2014. After completing a Diploma of Goldsmithing with high distinction at Peter Minturn’s Goldsmith School, Asher cut his teeth by crafting bespoke jewellery for a high-end boutique in Auckland’s CBD. Now with his own company, he is guided by values of quality, distinctive design and personal service.

In 2018, Asher was joined by designer and gem dealer Danielle Saudino. Originally from New York City, Danielle had lived and worked in New Zealand, Southeast Asia, and New York’s diamond district. She left her career as a manager at the Tiffany Flagship to launch her own brand, Hearts & Arrows.

At the recommendation of a mutual friend, Danielle commissioned Asher when especially challenging high-end work for was needed for Hearts & Arrows. But it was only in 2018, when Asher enlisted Danielle to fly to Australia to source five museum-grade black opals, that the two realized they should be in business together. 

As advocates for ethical practices, Ash and Danielle believe in complete transparency – from the design and make of the piece, to the materials they source. Freeman Design actively promotes woman-owned businesses, small family businesses, and buying near the source from local cutters whenever possible. Their work highlights the beautiful array of gems available to ethically and environmentally-conscious clients.