Brand has been "overwhelmed" by retail response in just eight months.

Diamonfire has reported an impressive rate of growth since launching in the UK last year, having signed 32 new retail partners at The Jewellery Show last week, bringing its UK stockists total to 230.

The brand, which offers an alternative to diamonds with its collection of Ideal Cut cubic zirconia jewellery, has reported rapid growth in the UK in the eight months since it launched.


As well as well as winning new stockists, the brand also used its appearance at The Jewellery Show to launch a number of new bridal designs.

Diamonfire’s UK managing director Edward Ferris said: "The Jewellery Show Birmingham proved to be a huge success for us. We opened 32 new accounts and expect many more as a result over the coming months. In just eight months we have been overwhelmed by the reaction to Diamonfire and are delighted to have 230 retailers carrying the collection already."

The Diamonfire zirconia stones have been developed to be measured in carats, just like diamonds. They are also cut in the proportions of the Ideal Cut.

The brand is set to launch additional lines and new collections at The Company of Master Jewellers’ next buyers meeting in March. 

To date, its retail stockists include jewellers Phillip Stoner, John Greed, The Jewel Hut and Beaverbrooks.