Diamonds International

What Diamonds International does

Diamonds International is a privately held fine jewelry retailer founded in 1988 and headquartered in New York, self-described as the world's largest tax and duty-free jeweler. The company operates 125+ retail points of sale distributed across 91+ land-based stores at international port destinations in the Caribbean, Mexico, and Alaska, plus 21+ onboard boutiques across Disney Cruise Line (8 ships), Oceania Cruises (6 ships), Regent Seven Seas (6 ships), and Princess Cruises (1 ship). Its customer base is cruise and resort travelers, with the company reporting more than 5 million customers served over 30 years. CEO Morris Gad leads the firm.

The product portfolio is anchored by three proprietary brands: Crown of Light (a signature 90-facet diamond cut with a distinctive dome design for enhanced sparkle), Safi Kilima Tanzanite (Tanzania-sourced tanzanite set in 14K gold and sterling silver), and DI Diamonds (private-label Caribbean-themed diamond jewelry). The company also operates authorized-dealer boutiques for 12+ luxury watch brands including Hublot, Breitling, Panerai, Omega, Cartier, TAG Heuer, Jaeger-LeCoultre, Blancpain, Bremont, Glashütte Original, Jaquet Droz, Ulysse Nardin, and Philip Stein. Merchandise pricing spans roughly $165 for entry silver pieces up to $121,000 for premium Hublot timepieces.

Revenue is generated primarily through one-time jewelry and watch sales, supplemented by a transaction-based financing stream introduced via a 2026 partnership with ClarityPay (instant credit approvals up to $50,000, True 0% financing options across the full store network). Go-to-market is direct-to-consumer via physical retail (the dominant channel), supplemented by an e-commerce storefront with WCAG 2.1 Level AA accessibility compliance. The company is expanding its onboard retail proposition into adjacent lifestyle categories (J. Pritchard athleisure, 2025) and is deepening luxury watch verticalization through dedicated single-brand boutiques at key ports.

Name

Diamonds International

Legal name

Diamonds International

Website

https://diamondsinternational.com

Company type

Private

Founded year

1996

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Diamonds International is a privately held fine jewelry retailer operating 125+ retail stores on cruise ships and at international port destinations across the Caribbean, Mexico, and Alaska. It serves cruise and resort travelers with proprietary diamond and tanzanite collections and authorized luxury watch boutiques.

Ownership category

akta.pro rank

Product category

Fine Jewelry Retail

NAICS

Jewelry Retailers (458310)

SIC

Retail-Jewelry Stores (5944)

akta.pro primary industry

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

akta.pro secondary industries

Diamond Jewelry (CRAKAAAA), Bridal Diamond Jewelry (Earrings, Necklaces, Bracelets) (CRAKACAD), Jewelry, Watches & Luxury Goods Online Retailers (CRAFADAN)

Keywords

• Fine jewelry retail
• Luxury watches
• Duty free shopping
• Cruise ship boutiques
• Precious gemstones

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Offices29 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Jewelry Retail Sales: One-time purchase of fine jewelry including diamonds, tanzanite, and colored gemstone pieces. Products range from $165 silver pieces to $21,990 premium diamond earrings.
2. Luxury Watch Sales: Sale of luxury timepieces from partnered brands including Breitling, Hublot, Panerai, Jaeger-LeCoultre, and others. Watch prices range from $4,150 to $121,000.
3. Financing Program Revenue: Partnered with ClarityPay to offer branded credit financing including instant approvals up to $50,000 and True 0% financing options, generating revenue through credit program partnerships.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels4 records

Core offering

Diamonds International sells fine jewelry (signature Crown of Light diamonds, Safi Kilima Tanzanite, DI Diamonds, Blue Heaven, Color Me Pretty, and Convertible collections) and luxury watches (Breitling, Hublot, Panerai, Omega, Cartier, Jaeger-LeCoultre and others) directly to consumers at tax- and duty-free prices. Products are sold through 125+ retail stores located onboard cruise ships and at international cruise ports in the Caribbean, Mexico, and Alaska, plus an e-commerce storefront.

Product overview

Diamonds International operates as a fine jewelry retailer with a multi-collection portfolio organized around proprietary branded lines and luxury watch partnerships. The core offerings include the Crown of Light signature diamond collection (90-facet proprietary cut), Safi Kilima Tanzanite collection, DI Diamonds branded jewelry, and branded watch partnerships with luxury manufacturers including Blancpain, Breitling, Bremont, Glashütte Original, Hublot, Jaeger-LeCoultre, Jaquet Droz, Panerai, Ulysse Nardin, and Philip Stein. The company also offers engagement rings, bracelets, earrings, necklaces, and specialty collections including Blue Heaven Diamonds, Color Me Pretty, and Convertible Jewelry. Products are sold through 91+ retail locations across cruise ships and international port destinations, with an e-commerce platform for online shopping.

Differentiator

Problem solved

Functional benefit

Brands

• Crown of Light: Proprietary brand featuring premium 90-facet cut diamonds with distinctive dome design creating superior sparkle and fire.
• Safi Kilima Tanzanite
• DI Diamonds
• Blue Heaven Diamonds
• Color Me Pretty
• Convertible Jewelry

Products and services

• Crown of Light Proprietary diamond collection featuring a premium 90-facet cut design distinguished by its dome, which creates superior sparkle and fire. Includes rings, earrings, necklaces, and bracelets in 14K gold and sterling silver settings, priced up to $21,990 for items such as Crown Seraphina Earrings.
• Safi Kilima Tanzanite Tanzanite jewelry collection featuring oval, cushion, pear, heart, and marquise-shaped stones sourced from Tanzania and set in 14K white gold and 925 silver. Includes rings, earrings, pendants, and bangles such as the Trillion Shaped Tanzanite Bangle Bracelet at $799.
• DI Diamonds Diamond jewelry collection featuring stackable rings, necklaces, bracelets, and charms in 14K gold settings, including Caribbean-themed charm bracelets.
• Blue Heaven Diamonds Blue and white diamond jewelry collection set in 14K white gold, featuring rings and earrings.
• Color Me Pretty Colorful gemstone jewelry featuring citrine, garnet, peridot, and white topaz set in 925 silver, including pendants and earrings.
• Convertible Jewelry Multi-way convertible jewelry pieces that can be worn in different styles, featuring diamonds, tanzanite, and colored stones.
• Engagement Rings Engagement ring collection featuring Crown of Light diamonds, tanzanite, and blue/white diamond designs in various precious metal settings.
• Blancpain Watches Swiss luxury watch brand featuring L-Evolution, Villeret, and Ladybird collections with complications including Grande Date, 8-day power reserve, and mother of pearl dials.
• Breitling Watches Swiss luxury chronograph and aviation watch brand featuring Avenger, Superocean, and Top Time collections with various dial colors and strap options, priced from approximately $4,150 for the Avenger.
• Bremont Watches British luxury watch brand featuring pilot and diving watches including MKI, MKII, Broadsword, Argonaut, ALT1, and Arrow collections.
• Glashütte Original Watches German luxury watch brand featuring Senator collection with complications including panorama date, diary, and mother of pearl dials.
• Hublot Watches Swiss luxury watch brand featuring Big Bang, Classic Fusion, and Spirit of Big Bang collections with ceramic, titanium, and sapphire case materials, priced up to approximately $121,000 for the Big Bang MP-11.
• Jaeger-LeCoultre Watches Swiss luxury watch brand featuring Master Compressor, Reverso, and Atmos collections with complications including diving, chronograph, moonphase, and world time, priced from approximately $5,400 to $35,800.
• Jaquet Droz Watches Swiss luxury watch brand featuring Astrale, Grande Seconde, and Petit Heure Minute collections with GMT and moonphase complications.
• Panerai Watches Italian luxury dive watch brand featuring Luminor, Radiomir, and Submersible collections with materials including carbotech, ceramic, and rose gold.
• Ulysse Nardin Watches Swiss luxury watch brand featuring Diver, Blast, Freak, and Marine collections with complications including tourbillon, skeleton dials, and dual time.
• Philip Stein Watches Luxury watch brand featuring sleep and sport bracelets with health-focused technology.
• ClarityPay Branded Credit Program Branded credit financing program offered across Diamonds International's 125+ stores, providing travelers instant approvals up to $50,000 and True 0% financing options for jewelry purchases. Operated in partnership with ClarityPay, a point-of-sale credit solutions provider.

Quantifiable outcome

• 5 million+ customers served over 30 years
• +2 more outcomes

Named customers4 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Seven partnerships are on record, tiered core and minor.

• ClarityPaycoreGTM or Marketing Partner · 9 June 2026ClarityPay, a point-of-sale credit solutions provider, partnered with Diamonds International to launch a branded financing program across the retailer's network of more than 125 stores on cruise lines and in international port locations. The program offers instant approvals up to $50,000 and True 0% financing options, designed to provide seamless credit for travelers making jewelry purchases at sea and in destination ports.
• ITRC (International Tourism Resources Corporation)minorStrategic or Co-development Partner · 29 May 2026ITRC and Diamonds International are launching pickleball-inspired athleisure brand J. Pritchard on Oceania Cruises' Oceania Vista in July 2026, marking the brand's entry into the cruise retail channel through Diamonds International's Boutiques at Sea programme.
• Disney Cruise LinecoreChannel Partner/ Reseller/ Distributor8 onboard retail locations across Disney Cruise Line fleet including Adventure, Destiny, Dream, Fantasy, Magic, Treasure, Wish, and Wonder ships.
• Oceania CruisescoreChannel Partner/ Reseller/ Distributor6 onboard retail locations across Oceania Cruises fleet including Allura, Vista, Riviera, Nautica, Marina, and Sirena ships. Vista launch planned for July 2026 with J. Pritchard brand.
• Regent Seven Seas CruisescoreChannel Partner/ Reseller/ Distributor6 onboard retail locations across Regent Seven Seas fleet including Mariner, Splendor, Grandeur, Voyager, Explorer (opening soon), and Prestige (opening soon) ships.
• Princess CruisesminorChannel Partner/ Reseller/ Distributor1 onboard retail location on Sun Princess cruise ship.
• Luxury Watch Brands (Breitling, Hublot, Panerai, Omega, Cartier, TAG Heuer, Jaeger-LeCoultre, Ulysse Nardin, Blancpain, Bremont, Glashutte Original, Jaquet Droz)coreOEM/ Whitelabel/ Licensing PartnerExclusive boutique partnerships and authorized dealer relationships for luxury watch brands including Breitling, Hublot, Panerai, Omega, Cartier, TAG Heuer, Jaeger-LeCoultre, Ulysse Nardin, Blancpain, Bremont, Glashutte Original, and Jaquet Droz.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Effy Jewelry: Direct competitor in cruise and port-based fine jewelry retail, operating boutiques on major cruise lines and Caribbean destinations with similar product assortment spanning diamonds, gemstones, and gold jewelry.
• Tanzanite International: Cruise-port tanzanite specialist operating adjacent stores within the same port locations as Diamonds International, targeting the same Caribbean cruise traveler with similar tanzanite-focused inventory.

Broad incumbents

• Kay Jewelers (Signet Jewelers): Largest US jewelry specialty retailer with broad assortment of diamonds, engagement, and fashion jewelry — competes for general consumer jewelry spend but lacks cruise/port retail exposure.
• Tiffany & Co. (LVMH): Global luxury jewelry incumbent with flagship brand pricing power; competes at the premium tier where Diamonds International's Crown of Light and luxury watch boutiques operate.
• Helzberg Diamonds: US mall-based fine jewelry chain offering bridal, diamond, and watch categories across hundreds of stores — comparable branded jewelry assortment at the mid-premium tier.
• Pandora: Global jewelry brand with extensive cruise-port and travel-retail distribution — competes in the affordable and accessible jewelry tier across the same destination retail channels.
• Sterling Jewelers: Signet Jewelers subsidiary operating Kay, Zales, and Jared — broad specialty jewelry competitor with comparable diamond, bridal, and watch assortment targeting similar consumer occasions.

Emerging players

• Blue Nile: Online-first diamond and fine jewelry retailer competing on price transparency and convenience — pressures the cruise-port diamond purchase occasion by addressing pre-purchase research digitally.
• Brilliant Earth: Online and showroom-based fine jewelry retailer specializing in ethically sourced and lab-grown diamonds — competes for the same aspirational diamond buyer via a digitally native, value-driven model.

Regional players

• Birks Group: Canadian fine jewelry and luxury watch retailer with multi-brand boutique strategy (Rolex, Cartier, Bulgari) — analogous omnichannel specialty retail model in a different geography.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/DiamondsInternational
• Instagraminstagram.com/diamondsinternational/?hl=en

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries9 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 Diamonds International