Diamonds Direct to broaden retailers’ choice at IJL

A recently-formed Birmingham company, Diamonds Direct, which will show for the first time at International Jewellery London this September (Stand 412A), looks set to take the UK marketplace by storm with its range of stylish and affordable 18ct. gold and diamond jewellery aimed squarely at the quality independent retailer.

The jewellery, which is produced exclusively for Diamonds Direct, through a well-established manufacturing operation in Mumbai, India, offers a range of exciting and dramatic designs at extremely competitive prices.

“Our aim at Diamonds Direct is to produce well-designed and well-made diamond jewellery that is just a little bit different from anything currently available;” explains Managing Director, Sabrina Sharma, who has created the collection. “We believe that Diamonds Direct jewellery will have real appeal to fashion-conscious, independent women of all ages. The added bonus for our customers is that, because we are buying our diamonds extremely close to source and manufacturing it in India, we can offer it for sale at what we believe to be unbeatable prices.”

All diamonds used in Diamonds Direct core 18ct. range are of VS quality and in line with the British Jewellers’ Association’s warranty scheme; all stones are guaranteed to be conflict free.

There are some 500 pieces in the collection with retail price points for 18ct. ranging from £303 to £3173; items include rings, earrings, pendants, and bangles. Jewellery is available in both 18ct. yellow and 18ct. white gold. In addition to its core 18ct. range, Diamonds Direct will also offer a smaller 9ct. collection with RRPs for rings ranging from £80 – £653.

Another interesting range from Diamonds Direct is the Desire’ collection of illusion, diamond-set jewellery which uses four small diamonds set together using a unique, patented, formula to create the illusion of one large stone. Pieces include ‘solitaire’ earrings, pendants and rings with recommended retail prices from £623 – £4583.

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