Liam Whittaker: Heirest founder on what the new online jewellery retailer can offer consumers

New online jewellery startup Heirest aims to reset the market by offering consumers a unique experience. Customers can customise every detail, from metal and gemstone to cut, carat and engraving - with every choice visualised instantly and pricing updated in real time. Founder Liam Whittaker says smaller brands can utilise lab-grown diamonds and new technology, but they don't have the same reach as big companies, and his work at Zuru has encouraged him to think big.  LISTEN ABOVESee omnystudio.com/listener for privacy information.