When we needed to prove the viability of launching an online brand of diamond jewelry for a luxury diamond importer, we recruited 25 participants from ages 23 to 68 for in-depth interviews on their shopping behavior, their understanding of their relationships and what it means to be a woman in today’s world. We mapped the culture behind their experiences and also placed their sentiments in the context of emerging trends. Establishing context allowed us to confidently recommend design concepts, online partners and tools.