Partnership means 15% from web orders goes back to local stockists.

Diamonfire has unveiled its UK e-commerce site, allowing customers to not only purchase from the brand’s entire collections, but also support local retailers through a profit partnership scheme.

The new site has been designed to complement Diamonfire’s 300 stockists across the UK, and the brand’s UK managing director Edward Ferris is adamant that the launch of the website is an additional opportunity to support Diamonfire’s UK retail customers, who have played a significant role in growing the brand.


Ferris has developed a profit partnership unique to Diamonfire UK, through which retailers will be given 15% of an online purchase, after VAT.

He said: “There are a lot of brands now trying to sell direct to consumers in various forms, which rarely show any support to their retail customers, so before we decided to sell online we wanted to make sure we looked at it from both sides of the table.

"When a customer decides to purchase on our site they will be asked to choose their favourite or nearest Diamonfire stockist to them. For all our stockists listed we will be giving them 15% of the retail value of the sale as a credit to be used against stock."

According to Diamonfire, this is the first time an online joint-partnership like this has been agreed between a jewellery brand and its retail partners in the UK.

With a view to the new website, features include a zoom function with a pop-up window, and large product shots that allows the viewer to fully see the design and a view the CZ stones close-up.

At the checkout, customers can also opt for special requirements, which include adding a special message to an order.

The new website is also fully compatible with mobile and tablet devices and integrated with social media, meaning each product can be shared across Pinterest, Twitter and Facebook.