Men targeted in diamond website re-launch


Diamond Manufacturers to offer live guidance to male shoppers.

Online engagement and wedding ring site Diamond Manufacturers has re-launched its services in the run up to Christmas, pushing itself as a go-to for men looking to shop for diamond jewellery.

The company has been operating from Hatton Garden for about four years but is now promoting itself directly to male consumers as an easy-to-use service.

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The Diamond Manufacturers’ site has been updated to host improved customer service including a 30-minute call back promise and a phone line open until 10.30pm at night. It also operates seven days a week.

Vashi Nanwani Dominguez, founder and managing director of Diamond Manufacturers said: “We are passionate about providing a really positive shopping experience, and have built our business around superior customer service policies.

“The new site has been developed with one purpose in mind – to make buying jewellery for your loved one both easy and enjoyable. Diamond Manufacturers is now not only an online store, but an incredible resource for those planning a proposal, or looking to learn more about diamond jewellery.”

The company offers a live chat service from the UK with extended opening hours tailored to suit working males. It also hosts a guidance centre, created from the requests and queries of male shoppers.

Abi Terry from Diamond Manufacturer’s PR company said: “Guys will often reach the site fairly clueless so we are there to hold their hand every step of the way and answer any questions they might have.”

The site also allows customers to shop “in the flesh” via its office in Hatton Garden and promises up to 20% lower prices compared to its competitors. Its new functions also include a bespoke design function with sliders enabling customers to design a ring to fit their budget or intended style, and a date reminder service that flags up key dates such as anniversaries, birthdays, and Valentine’s Day.

The re-launch is the company’s first official foray into marketing and PR. To date, its growth has been due to word of mouth and organic mentions through sites such as Amazon and marketing magazines.

At present, Diamond Manufacturers’ customer base is 80% male. Nanwani Dominguez says that the business model has been designed for "rapid growth". 

“We deal direct with ethical sightholders, and so by cutting out the middlemen, we cut down costs and pass these savings on to customers. Our jewellery is, on average, 20% cheaper than on other sites and substantially cheaper than the high street.”

The company has been operating since 2007 and has enjoyed a 132% increase in turnover year on year. The site re-launch is part of a wider plan for growth.

It is currently in the process of reaching out to men’s consumer magazines and will place emphasis on “stunts and event activity” in the new year. 

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