From Hatton Garden heritage to digital innovation, The Diamond Store combines craftsmanship with sustainability
Twenty years ago, in the heart of the UK’s capital city, The Diamond Store was launched online by co-founders Gary Ingram and Jeremy Kanzen; a venture motivated by Gary’s personal experience shopping for an engagement ring. With a strong background in internet marketing and communication with friends in the jewelry trade, Gary and Jeremy identified a clear gap in the diamond market; not only did it seem unnecessarily complex and loaded with confusing technical jargon, but it also lacked transparency – both online and in stores.
Prior to online success, The Diamond Store’s roots stretch back to 1956, when the family-run business first began making fine jewelry in London’s iconic Hatton Garden. When Gary and Jeremy brought luxury accessories directly to consumers in 2006, they set the business apart from competitors by combining over 60 years of traditional British craftsmanship with digital-first innovation. Today, the company’s mission is ‘Luxury with Confidence’, symbolizing its simplification of the buying process through clear design, intelligent software, and exceptional customer service.
With an impressive selection of alluring jewelry, The Diamond Store’s core offerings include engagement rings, eternity rings, wedding rings, bracelets, necklaces, and rotary watches, alongside gemstone jewelry, such as sapphire and aquamarine, to complement its diamond-based products. One exemplary range is The Elara Collection, released in 2023 with Made in Chelsea star Lucy Watson standing as brand ambassador. As a dedicated advocate for sustainability, Lucy was a natural choice for the range which proudly showcases colored lab-grown diamonds – pink for love, yellow for happiness and blue for loyalty and truth. Elara, which represents innovation and accessibility and was aptly named after one of Jupiter’s newly discovered moons, was shortlisted as a finalist for the 2023 UK Jewellery Awards for Marketing/Social Media Campaign – a testament to the company’s talent, passion and strong work ethic.
Not only is The Diamond Store one of the few brands offering these rare colored lab-grown diamonds, enabling accessibility through technology, it has unbeatable sustainability credentials and demonstrates true commitment to environmental initiatives. With over 50 percent of diamonds being lab-grown, drastically minimizing its carbon footprint, the business also uses 100 percent recycled precious metals, including gold, platinum, and silver. Furthermore, the company adheres fully to the Kimberley Process, making it UN compliant, and it promotes conflict-free sourcing through a team of gemologists traveling globally to hand select ethical gemstones.
Key differentiators
The store’s website explains more about these ethically conscious decisions: “We are firm believers that lab grown diamonds are the future of fine jewelry. As one of the first jewelers to recognize this, over half of our collection is now available as lab-grown or ethically mined diamonds. Lab grown diamonds are formed using state-of-the-art technology to imitate mother nature. They’re created by scientists, and are handpicked and tested by gemologists, ensuring all the quality, clarity and beauty you’d expect from a natural diamond – they are chemically and optically identical. A conscious and mindful choice, they are considered more sustainable or environmentally ethical, as they haven’t been extracted from the ground, so their production has far less impact on our planet. Because they aren’t sourced from mines, they’re also conflictfree, making them more socially ethical.”
Although sustainability is high on its list, technological innovation is also incredibly important to the company. In 2012, game-changing product videos were introduced to its sales strategy after Gary built an in-house video studio. Producing more than 1800 product videos proved to be a pivotal investment, allowing customers to view jewelry in motion – a move which addressed the tactile limitation of online shopping. This process contributed directly to doubling The Diamond Store’s revenue from £2 million to £5 million. Aside from offering over 6000 items online, The Diamond Store has numerous key differentiators that are integral to its competitive positioning. All jewelry is handcrafted in the UK from recycled metals, and its more than 50,000 customers can depend on a five-year guarantee, as well as a 30-day money-back guarantee and 60-day exchanges, with free worldwide delivery, a Certificate of Authenticity and free insurance valuation with every piece.
Inspirational ethos
Further notable achievements include being shortlisted as finalists for Jewellery Designer of the Year at the UK Wedding & Honeymoon Awards 2024. Providing attainable luxury for any milestone is part of The Diamond Store’s vocation, and this includes an outstanding range of wedding and engagement rings. The website also shares more detail on rings crafted for ‘every kind of love’: “From classic round to romantic heart shapes, each diamond shape tells a story. Emerald, oval, baguette, and marquise cuts offer timeless style, while pear and cushion bring vintage charm to your ring. Every cut is crafted with sustainable lab-grown diamonds; ethical, beautiful, and made to last.”
As an early adopter of e-commerce back in 2006, the company demonstrates multiple business model strengths. Direct-to-consumer pricing gives it an advantage, positioning itself as more affordable than high street rivals, while simultaneously utilizing multi-channel marketing. Its high-end products are also available through UK fashion and retail store Next, both in-store and online. The Diamond Store continues to live up to its values and its tagline – ‘fine jewelry that doesn’t cost the earth’ – and Gary sums up the business’ inspirational ethos on the website perfectly: “What we stand for is to offer convenience, value and high-quality jewelry at an attainable price that can be worn forever.”