The domain name, nodiamonds.com, was originally purchased for an informational website on the realities of the diamond industry. Slowly it became evident that it would also be a good name for a company. It captures the belief in the virtue of simple approach, as opposed to surface flashiness, but ultimately impractical and hard to use.
To illustrate this point, here is a Suzuki Roshi quote from his book, “Zen Mind, Beginner’s Mind” (Amazon link):
“If you continue this simple practice everyday, you will obtain some wonderful power. Before you attain it, it is something wonderful, but after you attain it, it is nothing special.”
no diamonds also stands for “nothing special” as described in the quote above. It represents the “something wonderful” which takes a lot of effort and dedication, but once achieved it seems the obvious solution and you wonder why you could not see it clearly before. This is the hidden jewel within no diamonds.