What The Diamond Store does

The Diamond Store is a UK-based direct-to-consumer online retailer specializing in diamond jewelry, operating as a pure-play e-commerce business with global delivery and no physical retail footprint. Founded in 2006 by Gary Ingram and Jeremy Kanzen, with family roots in the jewelry trade dating to 1956, the company runs operations from London's Hatton Garden and is held under the corporate entity Regalian Ltd. The catalog spans more than 6,000 jewelry items across engagement rings, fashion jewelry, and contemporary collections including LUXE, Elara, and Havana. More than half of the diamond assortment is lab-grown, and all precious metals are sourced as recycled, reflecting a deliberate sustainability positioning that has earned the Positive Luxury Butterfly Mark.

The business monetizes through standard DTC e-commerce mechanics: customers purchase individual pieces directly from the website, supported by an in-house video studio that produces product visualization content and by partnerships that expand purchase optionality. Novuna and PayPal Credit provide installment financing, lowering the affordability barrier for higher-ticket items, while an Assetsure partnership offers complementary jewelry insurance. Certification credibility is anchored through IGI grading, and the company maintains membership in the National Association of Jewellers (NAJ) alongside the Positive Luxury accreditation.

The operating platform is built around content-led conversion rather than algorithmic personalization: there is no disclosed AI/ML capability, no proprietary recommendation engine, and no named data flywheel. Headcount sits in the 51-100 range, consistent with a mid-sized online retailer. Cultural positioning has been externally validated through the Sunday Times Best Places to Work 2026 listing and Professional Jeweller awards in 2022 and 2026, supporting employer brand and retention in a specialized trade.

Name

The Diamond Store

Legal name

Regalian Ltd

Website

https://thediamondstore.co.uk

Company type

Private

Founded year

2006

Operating status

Operating

Headcount range

51–100 employees

Short description

The Diamond Store is a UK-based pure-play e-commerce retailer of diamond jewelry, founded in 2006 and operating from London with global delivery. It sells 6,000+ SKUs spanning engagement, fashion, and lab-grown collections directly to consumers worldwide.

Ownership category

akta.pro rank

Product category

Online Jewelry Retail

NAICS

Jewelry Retailers (458310), Jewelry Retailers (45831)

SIC

Retail-Jewelry Stores (5944)

akta.pro primary industry

Fine Jewelry Retail (Precious Metals & Gemstones) (CRAKAGAA)

akta.pro secondary industries

Diamond Jewelry (CRAKAAAA), Jewelry, Watches & Luxury Goods Online Retailers (CRAFADAN), Bridal & Engagement Jewelry Retail (CRAKAGAC), Bridal Diamond Jewelry (Earrings, Necklaces, Bracelets) (CRAKACAD), Precious Metal Jewelry (Gold/Platinum/Silver) (CRAKAAAD)

Keywords

• Diamond jewelry retail
• Engagement rings
• Lab-grown diamonds
• Online jewelry store
• Bridal jewelry

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Jewelry Product Sales: Direct sales of diamond and gemstone jewelry including rings, earrings, bracelets, and necklaces. One-time purchase model with products ranging from £150 to £39,300+. Offers 0% finance options (20 months) and Pay in 3 interest-free payment plans to increase average order value.
2. Finance Partnerships: Revenue generated through credit partnerships with Novuna Personal Finance (Mitsubishi HC Capital UK PLC) and PayPal Credit. Company acts as credit broker introducing customers to lenders, earning referral revenue on financed purchases.
3. Insurance Products: Embedded insurance offering through Assetsure (trading name of Hildon Park Limited) for jewelry protection against loss, theft, and damage. Company earns commission on insurance products sold alongside purchases.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels6 records

Core offering

The Diamond Store sells diamond and gemstone jewelry (rings, earrings, bracelets, necklaces, engagement rings, eternity rings) directly to consumers through its own e-commerce website. Its catalog spans over 6,000 items priced from under £150 to more than £39,300, with over 50% of diamonds being lab-grown and all precious metals 100% recycled. The company also acts as an FCA-authorized credit broker (Novuna, PayPal Credit) and distributes embedded jewelry insurance (Assetsure).

Product overview

The Diamond Store is a UK-based online jewellery retailer operating since 2006 (with family heritage dating to 1956) that combines traditional British craftsmanship with digital-first innovation. The company offers over 6,000 jewellery items across four core product categories: Diamond Rings (including Engagement Rings and Eternity Rings), Diamond Earrings, Diamond Bracelets, and Diamond Necklaces. Their portfolio emphasizes sustainability with over 50% lab-grown diamonds and 100% recycled precious metals. They operate premium sub-brands including the LUXE Collection (high-value IGI-certified pieces up to £39,300) and the Elara Collection (coloured lab diamonds). Additional offerings include a Ring Sizer mobile app, The Diamond Club loyalty rewards programme, and curated jewellery gift collections.

Differentiator

Problem solved

Functional benefit

Products and services

• Diamond Rings Extensive collection of diamond rings including engagement, wedding, eternity, promise, vintage, wishbone, stacking, cocktail, bridal sets, and men's rings, available in mined and lab-grown diamonds and multiple metal options.
• Engagement Rings Primary engagement ring collection featuring multiple styles (solitaire, 3 stone trilogy, halo, sidestone, cluster, bridal sets, statement, men's) and diamond shapes (round, princess cut, emerald cut, pear, oval, cushion, baguette, marquise, radiant, heart, octagon) in mined, lab-grown, and colored lab diamonds.
• Diamond Earrings Collection of diamond earrings including studs, hoops, drop, cluster, huggie, stacking, halo, vintage, and men's styles, featuring mined and lab-grown diamonds and gemstones (sapphire, emerald, ruby, aquamarine, pink sapphire, pearl) in various metals.
• Diamond Bracelets Diamond bracelet collection including tennis, bangles, everyday, layering/stacking, vintage, halo, evening, and men's styles, featuring mined and lab-grown diamonds and gemstones in various metals.
• Diamond Necklaces Diamond necklace collection including solitaire, tennis, heart, halo, layering/stacking, drop pendants, men's, initials, and zodiac medallion necklaces, featuring mined and lab-grown diamonds and gemstones in various metals.
• Eternity Rings Full and half band eternity rings with diamonds, sapphire, emerald, and ruby options, including unique designs, men's eternity rings, and various metal options including platinum, gold, and silver.
• Lab Grown Diamond Jewellery Sustainable jewelry collection featuring lab-grown diamonds; over 50% of The Diamond Store's diamonds are lab-grown, including colored lab diamonds and lab-grown gemstone pieces (sapphire, ruby, emerald, paraiba).
• LUXE Collection Exclusive high-value collection featuring IGI-certified lab-grown diamonds including 8.00ct hoop earrings, 12.00ct tennis bracelets, and 30.00ct necklaces in 18K white gold, with prices ranging up to £39,300.
• Elara Collection Colored lab diamond engagement ring collection featuring pieces such as the Aurora Blue Lab Diamond ring with platinum settings and sustainable colored diamond solitaires.
• Havana Collection Cuban link bracelet collection featuring lab-grown diamonds set in 18K gold vermeil, including unisex small lab diamond cuban link bracelets.
• Ring Sizer Mobile App Mobile application for iOS and Android that allows users to accurately measure ring size by placing a ring on their phone screen, with UK, EU, and USA measurement options for sizes F through Z.
• The Diamond Club Rewards Programme Customer rewards programme allowing members to earn points and unlock rewards on purchases, supporting repeat purchases and customer retention.
• Jewellery Gifts Collection Curated gift collections for various occasions including engagement, anniversaries, birthdays, bridal, and self-gifting, featuring sustainable jewelry gifts, premium gifting, and gift sets.

Quantifiable outcome

• Revenue doubled from £2M to £5M following video investment
• +1 more outcomes

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature3 records

Partnerships

Five partnerships are on record, tiered minor and core.

• Assetsure (Hildon Park Limited)minorGTM or Marketing PartnerEmbedded insurance product offered through Assetsure (trading name of Hildon Park Limited) for jewelry protection. FCA authorized (reference 592997) to distribute insurance products covering accidental loss, damage, and theft.
• Positive LuxurycoreStrategic or Co-development PartnerSustainability certification partner awarding the Butterfly Mark certification to The Diamond Store, recognizing commitment to environmental responsibility and sustainable practices in jewelry production.
• International Gemological Institute (IGI)coreTechnology or IntegrationDiamond certification partner providing quality certification for lab-grown diamonds. IGI-certified diamonds featured prominently in LUXE collection products including necklaces, bracelets, and earrings.
• National Association of JewellersminorOthersTrade association membership providing industry representation, standards, and credibility within the UK jewelry sector.
• TrustPilotminorGTM or Marketing PartnerCustomer review platform integration displaying verified customer reviews and ratings (4.9 stars) across products to build social proof and purchase confidence.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• James Allen: Online diamond retailer (Signet-owned) selling engagement rings and fine jewelry direct-to-consumer with strong visual merchandising. Comparable on product mix, e-commerce channel and bridal-led assortment.
• Clean Origin: Online retailer exclusively selling lab-grown diamond jewelry including engagement rings and bridal sets. Directly comparable on lab-grown positioning, DTC e-commerce model and bridal focus.
• Blue Nile: Online diamond and fine jewelry retailer (now owned by Signet Jewelers) operating a global DTC e-commerce model with broad bridal and fine jewelry assortment. Comparable on product mix and online-first go-to-market.
• Brilliant Earth: US-based online jewelry retailer specializing in ethically sourced and lab-grown diamonds across engagement, bridal and fine jewelry. Closely comparable to The Diamond Store on product, channel (DTC e-commerce) and ethical-sourcing positioning.
• VRAI (Diamond Foundry): Vertically integrated lab-grown diamond jewelry brand selling direct-to-consumer online with showrooms. Directly comparable on lab-grown positioning, DTC channel mix and premium bridal assortment.
• Mejuri: Canadian DTC fine jewelry brand selling engagement and everyday jewelry online with a strong direct-to-consumer brand and content-led marketing model. Comparable on DTC channel, content marketing and digital-first customer acquisition.

Broad incumbents

• Tiffany & Co. Global luxury jewelry house (LVMH-owned) operating flagship retail and online across engagement and fine jewelry. Comparable on premium diamond jewelry category, but operates at significantly larger scale and broader portfolio than The Diamond Store.
• Pandora: Global mass-market jewelry brand selling branded jewelry through owned retail, wholesale and online. Adjacent competitor in the jewelry category; differs from The Diamond Store by price tier (entry-level), category mix and wholesale-led distribution.

Regional players

• Beaverbrooks: UK family-founded jewelry retailer with high-street showrooms and online channel selling diamond and bridal jewelry. Comparable on UK market, heritage brand positioning and bridal-led assortment; differs by omnichannel presence.
• Goldsmiths: UK high-street jewelry retailer (Signet-owned) operating physical showrooms alongside online sales. Comparable on UK jewelry market, bridal assortment and premium brand positioning, but adds omnichannel reach The Diamond Store lacks.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/TheDiamondStoreUK

Compliance5 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

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 The Diamond Store