What even is Diamant?

I’ve put off writing this article for over a year. It would be easy to chalk it up to my (undiagnosed) ADHD, but the truth is, the delay comes from simply not knowing the answer.

The hardest part about tackling this question lies in the fear of being wrong. After all, I’m the founder—aren’t I supposed to have all the answers?

A small reflection of this uncertainty can be seen in the number of “slogans” Diamant cycled through in less than a year.

We started with: “Find Pressure Within.” The idea was to lean into the fact that when we’re out on the mountain, our feet are crushed by the relentless pressure of our boots. I wanted us to reframe that “pain” as a challenge to conquer. After all, a great-fitting boot makes you a better skier, right? Back then, I thought our future might involve developing skis and boots, so this concept felt like something we could rally around.

I was wrong.

Two months in, I realized: 1. I hated the slogan, and 2. I had no real interest in designing skis or boots. Diamant, at its heart, is a travel company. I got into this business because I’m a passionate skier and traveler.

So, we shifted to “Plane to Powder.” This was better. It aligned with our mission to fix how painful it is to get from home to a ski resort via the airport. The Weekend Warrior (and now the XL) do just that. But even “Plane to Powder” felt limiting.

My goal is to build a global brand, and while ski travel was our entry point into the market, it’s just the beginning of something much bigger.

Mind you, at this point, we had already ordered 1,000 custom shipping boxes for the Weekend Warrior. The first 500 had “Find Pressure Within,” and the next 500 said “Plane to Powder.”

Clearly, we were having a bit of an identity crisis as we grew.

Randomly in March 2023, I decided to update our “About Us” page. Naturally, I got stuck agonizing over a slogan. What is it with me and slogans? Couldn’t I just write “about us” and leave it at that?

A few days of procrastination later, I landed on three words: “Define Your Journey.”

As I finished writing the page, those words kept echoing in my mind. They didn’t just reflect what we’re about; they are what we’re about.

I quickly sent the phrase to our Diamant Google Chat and waited for feedback. No one responded. So, I went with it.

So, what is Diamant?

Well, what I love about this slogan is how freeing it feels. There’s no set path we have to follow. In the end, we’re making gear that helps people get from point A to point B—though our points are a little less conventional.

I want to build products for those of us who dream of remote, bucket-list destinations. For those who need gear that works for the beach, a hike, and then an hour of work in a café.

Our gear will give you a bit more control over the exotic places you choose to explore. We started with hard-to-reach ski resorts, but we won’t stop until every far-flung location on your list is covered by our backpacks.

We’re in an era where companies make products that should work across all scenarios. Take the hybrid duffle backpacks that were all the rage in the 2010s. Have you ever actually used one on a trip? The shoulder straps are uncomfortable, there's little organization, and by the time you unpack, your clothes look like they’ve been through a blender. It was marketed as the perfect travel solution for backpackers, but all it really did was make you sweatier in the airport.

I believe every trip is different. Blanket solutions don’t work when they’re designed for both a trip to Madrid and Sri Lanka. You need gear that can handle the specific challenges of a given trip—even if that requires gear to be developed for specific scenarios rather than just mainstream travel. 

At Diamant, we’re going to tackle these wild adventures you dream of, and we’re going to make products that not only make these trips possible but entirely enjoyable. We started with a modern boot bag for skiers, and we won’t stop until there’s no adventure left unaddressed.

We want to create products that turn “let’s just focus on getting there” into an afterthought.

Gear that empowers you to define your journey to the most incredible destinations this planet has to offer.

That is, until our next identity crisis.