Behind the Brand: Montana Bourke — Carat Cake Jewellery

There are jewellers, and then there’s Montana Bourke — the Sydney mum who took one look at the diamond industry and said, “Cool… but make it fun.”

That’s how Carat Cake was born. Equal parts sparkle and sass, the brand’s name alone is a cheeky clue that this isn’t your traditional jeweller. “It came from a Jay-Z lyric,” Montana laughs. “I wanted something that flipped the script. Jewellery can feel so serious and intimidating — I wanted it to feel fun, approachable, and a little bit tongue-in-cheek.”

But behind the playfulness is serious passion. Carat Cake started as a side project born from Montana’s obsession with diamonds — and frustration with how the industry worked. “No one was being transparent. I didn’t want the mystery mark-ups or the ‘price on application’ gatekeeping. I wanted people to have the luxury experience without the pretentiousness.”

A New Kind of Luxury

When lab-grown diamonds entered the market, Montana immediately saw their potential to rewrite the rules. “It wasn’t about choosing sides between lab-grown and mined — it was about giving people choice,” she says. “They’re real diamonds, just made smarter. No guilt, no guesswork — just beauty with a conscience.”

Her approach clearly struck a chord. Earlier this year, she sold over $120,000 worth of lab-grown diamonds in 48 hours — via Instagram DMs. “I was in Hong Kong for a trade show, posting behind-the-scenes like I always do,” Montana recalls. “It wasn’t a ‘launch’ or a campaign — I was literally just showing people what I was seeing. By the time I sat down in my hotel room and did the maths, I realised what had happened. It was one of those holy-sh*t moments.”

It’s a modern success story that could only happen to someone who built their brand on connection, not curation. “People don’t want perfection.They want honesty. I don’t sell a fantasy — I show the process, the decisions, the mess, the real life behind the luxury.”

Diamonds, Chaos, and Daycare Runs

Ask Montana what modern luxury means to her, and she doesn’t hesitate. “Ease,” she says. “I’m a working mum of two. Luxury for me is being able to wear your diamond studs with your tracksuit on the daycare run, then to dinner that night without thinking twice. It’s jewellery you can live in, not lock away.”

Of course, running a business and raising two kids isn’t always as effortless as her designs. “Some days I’m thriving, other days I’m fueled by caffeine and chaos,” she admits. “There’s no perfect balance — there’s just doing your best and laughing when it all goes sideways.”

Her most humbling perspective, though, comes from her journey to motherhood. “I had a tough road — years of trying and multiple miscarriages,” she shares. “So now, having two beautiful kids is the ultimate pinch-me moment. Business is amazing, but being their mum? That’s the real dream.”

Breaking the Old Rules of the Jewellery World

Carat Cake’s power lies in its personality — and its rawness. “Jewellery isn’t about status anymore,” Montana says. “It’s about self-expression, connection, and confidence. My audience doesn’t want to be sold to — they want to be part of the story. Platforms like Instagram and TikTok have let me do that. They see me designing, sourcing, packaging orders at midnight — all of it. That’s what builds trust.”

Her approach has turned Carat Cake into more than a brand — it’s a movement. It’s real women buying real diamonds because they want to, not because they’re waiting for someone else to. “I’ve had so many women DM me saying, ‘I just bought my first diamond for myself’ — and that lights me up every time,” she says. “That’s what it’s about. Empowering women to celebrate themselves.”

If You’re Waiting for the Perfect Moment — Don’t

Montana’s advice for other parents sitting on a business idea? Don’t wait. “There’s no right time,” she says. “You’ll never have it all figured out. Start small, start scrappy, but start. You’ll learn as you go, and the confidence comes from doing, not overthinking. And ask for help — no one builds something meaningful alone.”

What’s Next for Carat Cake

While Christmas chaos is her current focus (“It’s like the Olympics for jewellers,” she jokes), there’s plenty more sparkle ahead. “We’ve got a few big collaborations lined up for next year, and Valentine’s Day is already in the works. But honestly, what I’m most excited about is evolving Carat Cake while staying true to what made it work — keeping it real, keeping it fun, and reminding people that luxury can have personality.”

In a world obsessed with polish and perfection, Carat Cake stands for something better: connection, confidence, and the courage to do things your own way.

As Montana puts it best, “You don’t need a boardroom or a business plan to build something beautiful. Sometimes all you need is a dream, a diamond, and a really good coffee.”