Men targeted in diamond website re-launch

Diamond Manufacturers offers all-day customer service.

Online engagement and wedding ring site Diamond Manufacturers has re-launched its services in the run up to Christmas, pushing itself as a go-to for men looking to shop for diamond jewellery.

The company has been operating from Hatton Garden for about seven years but is now promoting itself directly to male consumers as an easy-to-use service.

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The Diamond Manufacturers’ site has been updated to host improved customer service including a 30-minute call back promise and a phone line open until 10.30pm at night. It also operates seven days a week.

Vashi Nanwani Dominguez, founder and managing director of Diamond Manufacturers said: “We are passionate about providing a really positive shopping experience, and have built our business around superior customer service policies.

“The new site has been developed with one purpose in mind – to make buying jewellery for your loved one both easy and enjoyable. Diamond Manufacturers is now not only an online store, but an incredible resource for those planning a proposal, or looking to learn more about diamond jewellery.”

The company offers a live chat service from the UK with extended opening hours tailored to suit working males. It also hosts a guidance centre, created from the requests and queries of male shoppers.

A spokeswoman from Diamond Manufacturer’s PR company said: “Guys will often reach the site fairly clueless so we are there to hold their hand every step of the way and answer any questions they might have.”

The site also allows customers to shop “in the flesh” via its office in Hatton Garden, and promises up to 20% lower prices compared to its competitors.

The re-launch is the company’s first official foray into marketing and PR. To date, its growth has been due to word of mouth and organic mentions through sites such as Amazon and marketing magazines.

It is currently in the process of reaching out to men’s consumer magazines and will place emphasis on “stunts and event activity” in the new year.

The site’s new functions also include a bespoke design function with sliders, allowing customers to design a ring to fit their budget or intended style, and a date reminder service that flags up key dates such as anniversaries, birthdays, and Valentine’s Day.




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