Emelie and Stephanie Tyler are the only duo in the 2019 Professional Jeweller Power List because the success of Purely Diamonds’ retail business is truly down to a sister act.

When the Tyler sisters joined their father’s company in 2006, it was a wholesale jewellery production business selling jewellery designs to national retail giants such as Ernest Jones and Beaverbrooks.

Over a decade later, Purely Diamonds is now a direct to consumer retail business that operates as a brand in its own right. The girls have created a bricks and clicks jewellery firm, with two showrooms in Clerkenwell and Farringdon, alongside an international website selling to consumers across the UK and the globe.


In the last 12 months the Tyler sisters saw turnover surpass £5 million, making it the most successful year in company history.

In addition, Purely Diamonds became a multi-award winning business, winning accolades in the bridal sector and the jewellery trade.

Both directors bring individual strengths to their respective roles, with Emelie overseeing the day to day running of operations and jewellery production, whilst Stephanie looks after sales and brand marketing, Together, their personal relationships provides the company with a unique management direction — one that ensures every member of staff feels like part the family.