diamond in the rough

“But the diamond in the rough is that the Duke’s family and the surfing community have all rallied around. I am so appreciative.”

Wild Mother had also turned to social media to find her tribe - having been called "a weirdo, an alien, a diamond in the rough" offline - and has built a following of thousands.

“It was portrayed as she found this diamond in the rough that nobody ever heard of,” said French.

"We try to find those diamonds in the rough… those undervalued artists and give them a platform to shine," says Mr Desai.

But our best type of recruit is what I call a diamond in the rough.