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New customers drive all-time sales high for Just Diamonds

Just Diamonds logo March 2020

Birmingham-based supplier of certified diamonds Just Diamonds has reported record results in its fourth year of trading driven by new customers, with turnover up 9.5% year-on-year in 2018/19.

“With an increase in both headline sales and profitability, Just Diamonds Ltd smashed through its previous four years’ results with all-time high figures,” reveals managing director, Dinesh Parekh.

“The last 12 months have seen the business acquire a good flow of new customers — the majority of whom have the possibility to really develop their businesses with us.

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“In the first six months of 2019/2020 we exceeded the turnover of the whole of 2016/2017.”

Just Diamonds, which is a member of the NAJ, a supplier of the CMJ and is based in Birmingham’s Jewellery Quarter, has developed a unique business model centred on its web-based diamond selector platform.

“The platform makes the selection of diamonds incredibly simple for the jeweller, and software can be ‘white labelled’ to suit the needs of the company. Our motto is ‘keep it simple, keep it smart’ (KISS),” Parekh explains.

Just Diamonds’ software allows customers visiting a brick-and-mortar jewellery shop to choose from a huge variety of certified white polished diamonds for extraordinary value.

Most of the certified diamonds offered by Just Diamonds, have GIA reports. Some stones are certified by IGI, or HRD, and the range includes some EGL-certified diamonds.

A decision by the company to supply small diamonds and melee to manufacturing jewellers and workshops has also boosted the company’s results, Parekh believes.

Just Diamonds has started to supply UK and EU-based companies, targeting small businesses such as manufacturers and workshops.

“We purchase all of our stones directly from the major diamond dealers/polishers and manufacturers around the world rather than from local merchants, but we realise we need to hold stock. We have over 300 certificated diamonds currently in our inventory,

“By doing this, we have managed to garner the purchasing power of much larger companies.”

Just Diamonds has recently added laboratory-grown diamonds to its portfolio in response to growing customer demand.

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The author Stacey Hailes

Editor, Professional Jeweller

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