Rob Passmore, CEO and co-founder, JewelStreet

With consumers becoming more comfortable purchasing high-end items online, Jewelstreet has done itself no harm by positioning its e-commerce site as the future of fine jewellery.

The international re-launch of the business has propelled the company onto the global stage and provided more than 300 handpicked jewellery designers and brands with a window to the world.

Like any successful web platform, the secret to it all is an effective back-end engine that powers what goes on at the customer-facing front end – and this is an area that CEO Rob Passmore has invested heavily in to get right. Through its logistics solution, Global Secure, the organisation can now work with the best global designers from across the globe and promote and deliver their jewellery to customers worldwide.


“It’s a key part of our overall strategy to be the world’s leading luxury designer jewellery website,” declares Rob, who is based in Devon, where he can partake in his twin passions: sailing and surfing. “People want branded jewellery with real provenance and originality. They also want to be able to buy from the other side of the world as easily as from their local city.”

Given the international outlook of the business, Rob is surprisingly not averse to travelling – hence the choice of St Pancras International as the location for his Hot 100 shoot. Heathrow Airport would have been just as appropriate considering some of the far-flung places that Jewelstreet has its eye on targeting this year.

“We are looking to launch local country websites into the Middle East, Latin America and some key Asian markets. We now have designers from 45 countries working with us. Our aim is to focus on scaling our consumer base internationally while maintaining our tight curation to ensure the quality of our product selection remains second to none.”

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