The Company of Master Jewellers has handed over the distribution of CZ jewellery brand Diamonfire to Gecko.

Independent jewellery retailer Swag first introduced Diamonfire to the UK in 2012, but handed over the distribution to the Company of Master Jewellers in 2016 when the company decided to solely focus on its retail stores.

Following the dissolvement of the CMJ’s distribution business, Somers, the buying group has now handed the distribution over to one of its suppliers – Gecko.


Diamonfire joins brands such as D for Diamonds, Fiorelli and Orla Kiely under Gecko’s distribution management.

Gecko’s head of sales, Ruth Johnson, comments on the acquisition: “We’re thrilled to have acquired the UK distribution rights to Diamonfire. What attracted us to this collection was the huge potential it has in the bridal market due to its’ USP of the cz stones being cut with 57 facets like a real diamond. The impact is incredibly striking, and the beautiful packaging completes the deluxe experience for the shopper. The collection is completely different than any of the other ranges we carry, and really builds nicely on our existing portfolio of brands.”

The distributor is renowned in the industry for its next day delivery, and is confident it can make Diamonfire a success in the UK.

Diamonfire is a sterling silver brand, adorned with CZ stones. Its USP is that each stone is precisely handcut with 57 facets, the same number of facets on a brilliant cut diamond. Each stone is laser engraved with the Diamonfire logo, and the sterling silver settings boast a unique triple plating combination of rhodium, palladium and platinum, giving the pieces an almost life-long tarnish protection.

The core of the collection is the Carat range, which consists of six sizes of solitaire pendants, studs and earrings, in either a traditional rubover or claw setting. The collection appeals as an accessible alternative to real diamonds, and has had great success in the bridal jewellery market to date.

The collection is supported with a mini consumer brochure, created in a high gloss finish, enabling the retailer to have on display instore, creating maximum exposure for the collection.

Wholesale prices range from £19 for a pair of solitaire studs to £219 for a statement tennis necklace.