Diamonds are often introduced by their sparkle. At TaTe Diamonds, they are introduced by their story.
Founder TaShi Shiimi-ya-Shiimi, often referred to as the King of Diamonds, believes the beauty of a diamond has never been separate from where it comes from or who stands behind it. Before launching TaTe Diamonds in 2015, he spent years inside the global diamond industry, watching Namibia’s stones travel the world while their origins quietly disappeared.
Raised in Namibia during the final years of apartheid, Shiimi-ya-Shiimi witnessed his country’s transition into independence, shaping his belief in ownership, perseverance, and representation. Today, those values define TaTe Diamonds, now headquartered in Buckhead as the only fully Namibian-owned, vertically integrated diamond house in the United States.
“What I realized was that the diamond story was being told, but it was faceless,” he says. “Namibia was there, but Namibians were not.”
TaTe Diamonds was built to change that narrative. Every diamond follows a true mine-to-finger journey, fully overseen by the brand. Stones are recovered from the Namibian ocean floor, then cut and polished in TaTe’s own facility before being certified by the Gemological Institute of America. Each diamond is laser-inscribed with both a unique serial number and the TaTe name, ensuring full traceability before it ever reaches a client.
While most diamonds pass through up to fifteen hands, TaTe’s pass through just three.
That level of control creates a rare sense of transparency, one that resonates with modern clients seeking both beauty and meaning.
Namibian diamonds are known for their exceptional brilliance and purity, formed over a natural journey through the Orange River to the Atlantic Ocean. Over time, only the strongest stones endure, resulting in diamonds with unmatched fire and clarity.
That sense of origin carries into TaTe’s designs. Collections often draw directly from Namibia, including the upcoming Osino Collection, inspired by the oryx, the country’s national animal. Its resilience and independence mirror the philosophy behind the brand’s solitaire rings.
Inside the Buckhead showroom, clients arrive at every stage of the journey. Some seek fully custom engagement rings, while others discover TaTe for the first time, drawn in by both design and story.
“When designing a piece, I always start with emotion,” Shiimi-ya-Shiimi says. “What do you want this to say about you and your partner?”
From there, form follows meaning. Whether an elongated cushion or a classic solitaire, each piece reflects the individual while remaining unmistakably TaTe.
Education is central to the experience. Many clients arrive with outdated perceptions of the diamond industry, and TaTe addresses those through transparency and storytelling, often supported by footage from their Namibian operations displayed in the showroom.
The brand’s impact extends beyond the showroom. Every diamond sold directly supports families and communities in Namibia, reinforcing the deeper purpose behind each piece.
The decision to open in Buckhead was intentional. Atlanta offered growth without oversaturation, while Buckhead aligned with TaTe’s luxury positioning. Today, the showroom draws clients from across the country and abroad.
Looking ahead, Shiimi-ya-Shiimi envisions TaTe Diamonds as a global benchmark.
“When people think of the best diamonds in the world, I want them to think of TaTe,” he says. “And when they think of TaTe, I want them to think of Namibia.”
Discover the diamond you’ll keep forever. Book your private consultation with TaTe Diamonds at (404) 595-9343.
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