Our Story

Mineralism is more than a crystal shop.

It is the culmination of generations of experience, a lifetime spent surrounded by gemstones, and a shared passion for helping others discover the natural beauty of the earth.

Founded by husband-and-wife team Jessica Lahoud and Jed Underwood, Mineralism has grown from a family legacy into one of Australia’s most recognised destinations for crystals, minerals, fossils and gemstone jewellery.

Our story began long before Mineralism existed.

Jessica grew up as a third-generation gemstone merchant, travelling through Australia’s opal fields, mineral shows and international gem and jewellery trade fairs with her family. Gemstones were not a hobby, but part of everyday life. Learning to identify minerals, meeting miners and suppliers, and understanding the stories behind each specimen came naturally from an early age.

Jessica is also the author of multiple books on crystals and crystal education, helping thousands of readers develop a deeper understanding of gemstones through accessible, thoughtful writing. Her work combines decades of practical industry experience with a grounded, educational approach to the crystal world. She has also guest written for Body+Soul at NewsCorp, sharing her expertise with a wider wellness audience.

Across the pond in the United States, Jed’s childhood followed a similar path. Raised in a gemstone merchant family, he spent his formative years immersed in the gem and mineral trade, developing a deep appreciation for the diversity of the natural world and the people dedicated to uncovering it.

Jed has become one of the world’s most recognised creators of educational crystal and mineral content. Through engaging videos viewed by millions globally, he has introduced audiences to the science, history and beauty of gemstones, inspiring a new generation of collectors and enthusiasts.

In fact, they first met as children while attending an international gem and mineral trade show with their families. Years later, that shared upbringing became the foundation for both their relationship and the business they would eventually build together.

Together, they combine traditional industry knowledge with a modern approach to education, sourcing and storytelling.

 

 

At Mineralism, we travel internationally to source directly from miners, cutters and long-standing suppliers, many of whom our families have worked alongside for decades. Our collection is selected with care, whether it is a museum-quality mineral, a unique piece of jewellery, a fossil millions of years old, or someone’s very first crystal.

Our expertise has also extended beyond retail.

Over the years, Mineralism has supplied crystals and minerals for Australian and international film and television productions. Our specimens appeared in the 2012 film Prometheus, used as part of the set decoration for the film’s underground alien environments.

Our Glebe store was also used as a filming location for Netflix’s Wellmania, with scenes from the opening episode shot inside the store.

Our crystals have found homes with collectors, designers, creatives and public figures throughout Australia and internationally, and our work has been featured in publications including Vogue Australia and the ABC.

While we are proud of these milestones, they are not what define Mineralism. 

What matters most is the trust our customers place in us.

Whether someone visits us in store or online, we believe they deserve honest advice, genuine expertise and carefully sourced pieces, whether they are searching for a rare collector specimen, a meaningful gift, or their first crystal.

Education has always been at the heart of everything we do.

Through Jessica’s books, Jed’s videos, our social channels and daily conversations with customers, our goal has never been simply to sell crystals. It is to share knowledge, encourage curiosity and foster a deeper appreciation for the geological processes that shape our planet over millions of years.

Today, Mineralism continues to serve collectors, enthusiasts, interior designers, museums, jewellery lovers and first-time crystal owners from Australia and around the world.

Whether you visit us in-store or online, we hope you experience the same sense of wonder that has inspired our families for generations.

Welcome to Mineralism.

Where the magic happens.