DeJoria takes conflict free diamonds to US

John-Paul-DeJoria.jpg

Diamond company launches in the States with new website.

Jewellery company DeJoria Diamonds has announced the launch of a new website targeting the US market.

The business, which was founded by John Paul DeJoria in 2003, provides ‘ready-to-wear and customizable upscale jewellery’ featuring only ethical conflict-free diamonds.

DeJoria said: “We originally launched DeJoria Diamonds in England in 2003 offering a complete end-to-end diamond-buying service to include education and information on diamonds themselves as well as providing independent valuations and full certifications on all the jewelry we make for our customers.

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“We have steadily built the UK business to the point where we know we can continue to develop our flawless reputation, earned in England, right here in the US.”

DeJoria Diamonds claims that  ‘unlike most jewellery sold in US retail stores,’ it sources all its ethical diamonds, individually, in Europe. The pieces are made by craftsmen at the Jewellery Quarter in Birmingham, complete with British hallmarks.

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