What has started out as a hobby in 1975 on a farm north of Bloemfontein, South Africa grew into a well-respected brand name in the jewellery industry today. Back then Dolores Laubscher simply enjoyed making jewellery for her friends, but soon realised that there is a far greater demand for fine crafted jewellery than she expected. It was then that her husband, Hermias, joined forces with her to set up a production line. In 1977 they made their business official and registered a company under the name of HDL, an abbreviation made up from their initials. Dolores started to attend international jewellery fairs and entered into international trade with renowned jewellery houses, thereby expanding what HDL could offer its clientele.

HDL’s first jewellery house was opened in Bloemfontein’s Middestad Centre. In 1985 Dolores was awarded South Africa’s Small Business Woman of the year. In 1990 Pieter and Johan, their sons, joined the company and gained specialised qualifications, individually, in gemmology and jewellery design from various institutes. Today, after more than thirty years in the industry, the HDL legacy continues, now with the Mimosa Mall branch as their flagship store. All HDL’s jewellery embodies the family’s beliefs of quality workmanship and personal service. HDL, the family you can trust. HDL sells South African Ideal Cut DiamondsTM and specialises in the manufacturing of top quality custom made jewellery.

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Not long after the business was started in 1977, Hermias, Dolores Laubscher’s partner in marriage, also became her partner in business. In the initial years he supervised the workshop and was directly involved in the manufacturing process, while she was responsible for marketing, client...  read more

Pieter Laubscher started working at HDL in 1989. In 1991 he attended the CFH Institute in Switzerland, completing the “Watch and Jewellery management and salesmanship” diploma. He has also completed the Gemmological Institute of America diploma in “Diamonds and Diamond...  read more

Johan Laubscher started working at HDL in 1990. He has completed several courses in diamond grading, including the Diamond Grading Course at the Jewellery Council of South Africa, which he completed in May 1990, and the Diamond Grading Course at the Gemmological Institute of America. Apart from...  read more

HDL also employs Mylanie and Sonja, the wives of Pieter and Johan. This family interest is continuing the age-old and worldwide tradition of a jewellery business being owned and managed by a family and passed on from generation to generation. They have both completed courses in diamond...  read more