Diamond jewellery brand now has 37 UK stockists but is aiming for 100.

Kissing Diamonds signed up 10 new stockists last week after making its debut appearance at London trade show IJL.

The diamond jewellery brand has been in the UK since 2005 but has only started working with non-multiple jewellers in the past 18 months. Previously the brand had an exclusive agreement that positioned its brand in 35 Goldsmiths stores but this lapsed and the brand moved on to a partnership with Beaverbrooks that secures it space in the chain’s 12 top stores.


About 18 months ago the brand opened up its stocks to non-multiple jewellers after switching its tactics from a business model based around multiple retailers to one focused on independent retailers, as well as the key deal with independently owned multiple chain Beaverbrooks.

Since then the brand had signed up 15 stockists but a last-minute appearance at IJL last week secured it an extra 10 stores.

Peter Mooney, who heads up Kissing Diamonds in the UK, said that an eight-piece starter kit with a price of £5,000 had proved popular at the show. He said that a low buy-in price encouraged retailers to test the brand, which features classically styled jewellery with a special feature of two diamonds touching at the culets, or kissing, as the brand would say.

The brand, which is owned by 40-year-old Hong Kong Stock Exchange-listed Chinese company Continental Jewellery, has its sights set on further expansion in the UK market with a target set to open 100 doors for Kissing Diamonds “in the next few years”.

Mooney said that Kissing Diamond is also looking into strengthening its business in Ireland, where it is currently stocked in Fields and Weir & Son. He added that the brand has already booked in to return to IJL in 2013.

Kissing Diamonds is already sold at 150 locations in 10 countries around the globe including Asia, the US, Canada and mainland Europe.