Diamonds Factory

What Diamonds Factory does

Diamonds Factory (legal entity: Neve Jewels Limited, registered in England and Wales, Company Number 06453160) is a UK-headquartered direct-to-consumer diamond and gemstone jewellery retailer founded in 2009 and led by Managing Director and Founder Priyaj Jain. The company operates an omnichannel model combining an e-commerce storefront at diamondsfactory.co.uk with 12 physical showrooms across major UK cities anchored by its Hatton Garden headquarters in London, alongside country-specific domains serving 20+ international markets. Its catalogue spans engagement rings (923+ styles), wedding rings, diamond earrings, pendants, bracelets, and gemstone jewellery, offered in natural diamond, lab-grown diamond, and moissanite variants across platinum, white gold, yellow gold, and rose gold.

The company's core operations revolve around in-house made-to-order manufacturing with hand-finished quality inspection; standard items ship in 2-3 weeks and bespoke pieces in 3-4 weeks. Technology and trust infrastructure includes London Assay Office hallmarking compliance, Assay Assured certification, GIA and IGI diamond grading partnerships, FCA-authorised credit broking (registration 722443), and National Association of Jewellers membership. Product configuration is exposed via extensive filter menus (style, stone, shape, metal, price tier) on a standard e-commerce platform.

Revenue is generated primarily through one-time jewellery sales (£150 to £2,500+ price points), supplemented by transaction fees from finance partner V12 Retail Finance (0% APR for 6-12 months and 9.9% APR classic credit) and Klarna (Pay in 3 instalments), and optional recurring revenue from the Jewellery Care Plan subscription. Customer segments are predominantly engaged couples and brides-to-be purchasing milestone jewellery, with secondary segments of individual gifting consumers, men's jewellery buyers, and value-conscious shoppers. The business is privately held with no disclosed institutional funding, and operates with a lean 11-50 employee headcount supporting a 100,000+ cumulative customer base across 15+ years.

Name

Diamonds Factory

Legal name

Neve Jewels Limited

Website

https://diamondsfactory.co.uk

Company type

Private

Founded year

2009

Operating status

Operating

Headcount range

11–50 employees

Short description

Diamonds Factory is a UK-headquartered direct-to-consumer diamond and gemstone jewellery retailer selling engagement rings, wedding rings, and fine jewellery through its website, 12 UK showrooms, and country-specific international domains. The company serves engaged couples, milestone buyers, and individual consumers with made-to-order products across natural, lab-grown, and moissanite stone options.

Ownership category

akta.pro rank

Product category

Fine Jewellery

NAICS

Jewelry Retailers (45831), Jewelry and Silverware Manufacturing (339910)

SIC

Retail-Jewelry Stores (5944), Jewelry, Precious Metal (3911)

akta.pro primary industry

Diamond Jewelry (CRAKAAAA)

akta.pro secondary industries

Engagement Rings (CRAKACAA), Fine Jewelry Manufacturing (Precious Metals & Gem-Set) (CRAKAIAA), Bridal Diamond Jewelry (Earrings, Necklaces, Bracelets) (CRAKACAD), Synthetic/Lab-Grown Diamonds & Gemstones (Manufacturing & Trading) (CRAKAJAM)

Keywords

• Engagement rings
• Diamond jewellery
• Wedding rings
• Bespoke jewellery
• Lab-grown diamonds

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices14 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure, Technology or R&D

Revenue model

1. Jewellery Product Sales: One-time purchase model for diamond and gemstone jewellery including engagement rings, wedding rings, earrings, pendants, and bracelets. Products range from under £150 to £2,500+ with made-to-order delivery.
2. Finance Services: Partnership revenue through V12 Retail Finance (interest-bearing loans) and Klarna (instalment payments). Company acts as credit intermediary for Secure Trust Bank PLC trading as V12 Retail Finance, earning revenue from financed transactions.
3. Jewellery Care Plan: Optional protection plans ranging from £99 for 1 year to £400 for 5 years, covering repairs, replating, cleaning, and maintenance services.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels10 records

Core offering

Diamonds Factory is a direct-from-maker diamond and engagement jewellery retailer selling hand-finished engagement rings, wedding rings, earrings, pendants, bracelets, and gemstone jewellery through 12 UK showrooms and an e-commerce platform. Products are made-to-order using natural diamonds, lab-grown diamonds, and moissanite, with bespoke custom design and complementary services such as resizing, rhodium plating, and a jewellery care plan. The offering is completed with 0% APR and instalment finance options via V12 and Klarna.

Product overview

Diamonds Factory is a direct-from-maker diamond and engagement jewellery retailer offering a comprehensive portfolio of products across engagement rings, wedding rings, diamond jewellery (earrings, pendants, bracelets), gemstone pieces, and custom/bespoke jewellery. The company operates as both an e-commerce platform and physical showroom network across the UK. Their product architecture includes core product categories (engagement rings, diamond rings, wedding rings, earrings, pendants, bracelets, gemstone jewellery), supported by add-on services (bespoke design, care plans, insurance, valuations). They offer both natural and lab-grown diamonds, as well as moissanite alternatives, across various precious metal options including platinum, white gold, yellow gold, and rose gold. The company differentiates through in-house manufacturing, hallmarking from the London Assay Office, and a direct-to-consumer model offering competitive pricing.

Differentiator

Problem solved

Functional benefit

Products and services

• Engagement Rings Core made-to-order diamond and gemstone engagement rings offered to consumers in multiple settings, metals, stone types (natural, lab-grown, moissanite, yellow and black diamond), shapes (round, princess, emerald, pear, oval), and price tiers from under £500 to £2,500+.
• Diamond Rings Collection of diamond rings across multiple styles (eternity, 5 stone, trilogy, Toi Et Moi, 7 stone, solitaire, side stone, men's) and stone shapes (round, princess, emerald, pear, marquise, baguette, oval), offered in white, yellow, rose gold, platinum, and silver.
• Wedding Rings Wedding bands for men and women in diamond, plain, and shaped styles, available in platinum, white gold, yellow gold, rose gold, and silver across multiple price ranges.
• Diamond Earrings Diamond earrings in stud, hoop, drop, plain gold, designer, halo, cluster, and journey styles, available with natural diamonds, lab-grown diamonds, moissanite, and shapes including round, emerald, pear, oval, and princess.
• Diamond Pendants Diamond pendants in solitaire, tennis, chain, heart, initial, halo, journey, cluster, gemstone, and circle pendant styles, available in lab-grown and natural diamond options.
• Diamond Bracelets Diamond bracelets in tennis, chain, bangles, friendship, men's, multi-row, and gemstone styles, in round, princess, emerald, oval, baguette, and mixed shapes.
• Gemstone Jewellery Gemstone jewellery collection spanning engagement rings, diamond rings, earrings, pendants, and bracelets in emeralds, sapphires, pearls, rubies, aquamarine, peridot, and amethyst, in multiple cuts and settings.
• Bespoke Jewellery Service Custom jewellery design service in which customers work with Diamonds Factory's expert designers to create one-of-a-kind engagement rings and other pieces, hand-finished to order, with delivery taking up to four weeks.
• Lab-Grown Diamond Jewellery Lab-grown diamond products across engagement rings, earrings, pendants, and bracelets, marketed as a sustainable luxury alternative with the same physical, chemical and optical properties as mined diamonds.
• Moissanite Jewellery Moissanite jewellery collection offered as a diamond alternative known for its sparkle, available in engagement rings, earrings, and pendants.
• Last Chance Collection Clearance collection of in-stock diamond and gemstone rings, earrings, pendants, and bracelets sold at reduced prices with 3-5 working day delivery.
• Jewellery Care Plan Optional paid protection plan covering repairs and maintenance for fine jewellery, priced from £99 for 1 year to £400 for 5 years, including re-tipping claws, rhodium plating, chain soldering, stone resetting, cleaning, and clasp replacement.
• Leaf & Clover Collection Nature-inspired jewellery sub-collection featuring leaf and clover motif pieces, with collection-specific gift cards available.
• Jewellery Gifts Jewellery gifting range curated by recipient (partner, family members, friends) and occasion (birthdays, anniversaries, milestones, bridesmaids), including coordinated gift sets.

Quantifiable outcome

• 100,000+ certified happy customers
• +2 more outcomes

Named customers1 record

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Six partnerships are on record, tiered minor and core.

• Q Radio BelfastminorGTM or Marketing Partner · 15 June 2026Promotional partnership for wedding band giveaway competition. Q Radio Belfast co-promoted the competition with Diamonds Factory, with one winner receiving a wedding band free of charge (up to £900 value for lab-grown diamond rings).
• Assay Office London (The Goldsmiths' Company)coreTechnology or IntegrationAll products are hallmarked at London Assay Office as per UK hallmarking law. The Goldsmiths' Company is the oldest assay office in the UK, providing independent verification of precious metal quality and authenticity. Diamonds Factory holds Assay Assured certification.
• Gemological Institute of America (GIA)coreTechnology or IntegrationDiamond certification partnership providing customers with GIA grading reports for natural diamonds, ensuring authenticity and quality of diamond specifications.
• International Gemological Institute (IGI)coreTechnology or IntegrationDiamond and gemstone certification partnership providing IGI grading reports for stones sold by Diamonds Factory.
• National Association of JewellersminorStrategic or Co-development PartnerTrade association membership demonstrating commitment to industry standards and ethical business practices within the UK jewellery sector.
• Jewelers Vigilance CommitteeminorStrategic or Co-development PartnerIndustry compliance organisation membership ensuring adherence to jewellery industry ethical standards and consumer protection guidelines.

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• 77 Diamonds: London-based DTC diamond jeweller offering engagement rings and fine jewellery online with showroom presence. Closest direct UK competitor with similar made-to-order model, education-led content strategy, and price-positioning philosophy.
• Taylor & Hart: UK-based DTC bespoke engagement ring retailer with online configurator and London showroom. Comparable in bespoke custom design focus, lab-grown offering, and mid-market bridal positioning.
• Brilliant Earth: US-based DTC fine jewellery retailer specialising in engagement rings and lab-grown diamonds with showrooms and strong digital presence. Comparable e-commerce + showroom hybrid model and lab-grown positioning, though operating primarily in North America.
• Blue Nile: Online diamond and engagement ring retailer (now Signet-owned) offering loose diamonds and settings. Comparable in online diamond configurator and broad engagement ring catalogue, though operates with no significant UK showroom footprint.

Broad incumbents

• Beaverbrooks: Established UK high-street jeweller with 80+ stores carrying diamond, gold and bridal jewellery. Comparable mass-market and mid-market bridal product exposure but with a much larger physical footprint and broader brand mix including watches and designer pieces.
• Ernest Jones: UK high-street diamond and watch retailer (Signet Jewelers subsidiary) with broad bridal and diamond jewellery assortment. Overlaps on engagement rings and diamond jewellery but with watch-led store footprint and different brand mix.
• Goldsmiths: UK jewellery chain owned by Signet Jewelers with showrooms across the country selling diamonds, engagement rings and watches. Comparable physical showroom distribution model and engagement-ring focus but operates as a multi-brand retailer.
• F. Hinds: Family-owned UK high-street jeweller with 100+ showrooms selling engagement rings, diamond jewellery and watches. Comparable UK multi-showroom footprint and bridal focus but without meaningful digital-first/e-commerce emphasis.

Emerging players

• VRAI: Lab-grown diamond jewellery brand owned by Diamond Foundry with vertically integrated production. Comparable in lab-grown diamond emphasis and DTC model, but focused exclusively on lab-grown positioning rather than spanning natural + lab.

Regional players

• Hatton Garden jewellers (e.g., Mappin & Webb, Boodles): Premium London-based jewellery establishments in the Hatton Garden quarter trading diamonds, engagement rings and fine jewellery. Operate in the same UK category but at much higher price points and via traditional luxury retail rather than DTC model.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/diamondsfactory
• Facebookfacebook.com/DiamondsFactoryWorld
• LinkedInlinkedin.com/company/diamonds-factory
• Instagraminstagram.com/diamondsfactoryworld

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Diamonds Factory