Luxury online diamond jewellery brand,, has launched its first TV advertisement, using a black and white theme to emphasise the old school glamour and sophistication of its engagement ring offer.

Inspired by the striking aesthetic of film noir cinema, the short film shows founder and chief executive officer, Vashi Dominguez, at work in his office inspecting diamonds.

The time lapse commercial, which is shot entirely through the ‘eyes’ of the diamond, shows a craftsman mounting, setting and polishing a finished ring before it is handed to a male customer getting ready to propose.


In keeping with the vintage theme is the soundtrack, with Ella Fitzgerald’s Night and Day from 1956 setting the scene.

In October 2013, launched its first international website for Ireland, This was followed by Germany’s and in France in April 2014. HQ is based in London and has plans to expand to 10 more countries including the US, Canada and Australia. This will be followed by China and Russia in 2015.

Watch’s commercial below…