The TMC Fine Jewellers story
TMC Fine Jewellers was founded in Australia in 2020 by Makayla Donovan and Tom Donovan and is owned today by Private, founder-led. It is one of 4 Jewellery & Eyewear brands in this year's ranking, where it places #4.
Why people trust TMC Fine Jewellers
It builds its offer on ethical, transparent sourcing as an alternative to mined diamonds and works with each customer on the design.
The watch-out
It grew up as The Moissanite Company, so many customers still link it with one stone, and it has had to keep explaining its wider range since rebranding.
Why TMC Fine Jewellers ranks #88
Consumer Trust & Sentiment, scored 80 out of 100.
Brand Recall, scored 36 out of 100.
The WCRC D2C Trust Score gives 80% of the weight to Consumer Trust, Brand Recall, Positioning and Brand Love. TMC Fine Jewellers scores 68.64 overall.
Pillar profile
Versus its nearest rivals
Questions people ask
What rank is TMC Fine Jewellers in WCRC's Australia & New Zealand's Most Trusted D2C Brands 2026?
TMC Fine Jewellers ranks #88 of 100 in WCRC's Australia & New Zealand's Most Trusted D2C Brands 2026, with a WCRC D2C Trust Score of 68.64 out of 100.
Why is TMC Fine Jewellers trusted?
It builds its offer on ethical, transparent sourcing as an alternative to mined diamonds and works with each customer on the design.
What is TMC Fine Jewellers's revenue?
A$12.7M revenue (FY2025), as stated by the company.
Who owns TMC Fine Jewellers?
TMC Fine Jewellers is owned by Private, founder-led. It was founded in 2020 in Australia and is based in New Farm, QLD, Australia.
What is TMC Fine Jewellers's biggest challenge?
It grew up as The Moissanite Company, so many customers still link it with one stone, and it has had to keep explaining its wider range since rebranding.
Key facts
| Brand | TMC Fine Jewellers |
|---|---|
| Company / owner | Private, founder-led |
| Headquarters | New Farm, QLD, Australia |
| Founded | 2020 |
| Founder(s) | Makayla Donovan and Tom Donovan |
| Latest revenue | A$12.7M revenue (FY2025), as stated by the company |
| Sector | Jewellery & Eyewear |
| Country of origin | Australia |
Sources
- Revenue figure published by the company in its own announcements
- Company website, official announcements and press releases
- Published interviews and statements by the founders and leadership
- WCRC Business Intelligence Unit research: consumer ratings and reviews, complaint records, search demand and social data