International expansion made the DMJ boss a CMJ Business Big Shot.

Who has made it into the Professional Jeweller Hot 100 2012 in association with The Company of Master Jewellers and supported by gold partners Ti Sento, IJL and Tresor Paris won’t be unveiled until next week, so until then we are looking back to the leading lights of the jewellery industry who made it into the Hot 100 2011. Today is the turn of CMJ Business Big SHot Darren McCormick of jewellery and watch distributor DMJ. 

Darren McCormick is a man who knows what he wants, and he certainly knows how to get it. Darren has enjoyed another busy year as his distribution company has continued to expand both here in the UK and into new markets overseas.


“Our biggest achievements this year have been creating and developing relationships with European clientele and the introduction of distribution channels in Europe,” he says. In August, Darren announced that he was taking on the distribution of the Storywheels brand in Holland and is in on-going negotiations with other countries and brands.

Darren’s business philosophy is all about getting the consumer on board and he has focused on TV advertising to promote his brands, and this year unveiled adverts shown on SKY and ITV, with one featuring actress and face of the Storywheels brand Kara Tointon.

“We’ve also re-arranged the company structure, appointing brand managers and new sales managers, and a new key accounts manager,” says Darren.

Along with this, Darren has hired a new PR company to promote his individual brands to targeted consumer segments and has worked with companies to create brands from the initial design, to the factory process, to point of sale while developing links with the European market.

“At Spring Fair next year we will have three stands, and far more space to launch our new brands,” says Darren. “We are an ever-changing company, and are the most-forward thinking when it comes to researching and securing new brands, and we will continue this into 2012.”

An avid Magpies fan, Darren says he attends games in his spare time “for my sins,” but day-to-day, as his picture shows, he makes the most of his home gym. “I like to train for three hours a day, 365 days a year, including Christmas,” he says. “It helps me to knock out the daily stress and prepare for whatever the day may throw my way.”


This interview was taken from the Professional Jeweller Hot 100 2011. This year’s list and photographs will be unveiled at an exclusive invite-only party at The Freemason’s Hall in London on September 4. To find out how you can get tickets email