Queensmith Master Jewellers

What Queensmith Master Jewellers does

Queensmith Master Jewellers is a London-based, direct-to-consumer bespoke jeweller founded in 2016 by Brett Afshar. The company designs and manufactures engagement rings, wedding rings, and diamond jewellery in-house at its Hatton Garden workshop in London, serving couples and individual jewellery purchasers across the UK through two showrooms (London and Birmingham), an e-commerce website, and virtual consultations. Approximately 70% of Queensmith couples opt for lab-grown diamonds, including those from its exclusive carbon-neutral sub-brand "Grown By Queensmith," while the remaining share purchases natural diamonds certified by GIA or IGI.

The company's product portfolio spans engagement rings in styles such as Solitaire, Trilogy, Diamond Band, Halo, and Toi et Moi; wedding rings in plain, diamond, shaped, and eternity formats; and ancillary diamond jewellery including earrings, pendants, and eternity rings. Manufacturing combines traditional goldsmithing and gemmology with CAD design previews and wax models for bespoke commissions, supported by a seven-stage quality control process and a one-week Quickship offering for time-sensitive customers. Operations are vertically integrated — diamonds and metals are sourced directly, all rings are made to order in Hatton Garden, and the company offers a lifetime manufacturer's warranty, complimentary aftercare (cleaning, polishing, resizing), and 0% APR finance on purchases over £1,000.

The business is structured as a private UK limited company, Queensmith (Group) Ltd, operating without disclosed external institutional investment. Its GTM motion is hybrid: showroom-led and consultation-driven at the bottom of the funnel, supplemented by an education-heavy content and SEO strategy at the top of the funnel, and a flexible virtual consultation channel that extends national reach beyond the physical footprint. The company reports being trusted by over 25,000 couples across its 10-year operating history.

Name

Queensmith Master Jewellers

Legal name

Queensmith (Group) Ltd

Website

https://queensmith.co.uk

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

11–50 employees

Short description

Queensmith Master Jewellers is a London-based bespoke jeweller founded in 2016 that designs and crafts engagement rings, wedding rings, and diamond jewellery in-house at its Hatton Garden workshop, selling direct-to-consumers through showrooms, virtual consultations, and e-commerce across the UK.

Ownership category

akta.pro rank

Product category

Fine Jewellery Retail

NAICS

Jewelry Retailers (458310), Jewelry and Silverware Manufacturing (339910)

SIC

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

akta.pro primary industry

Engagement Rings (CRAKACAA)

akta.pro secondary industries

Custom/Bespoke Jewelry Retail Studios (CRAKAGAJ), Fine Jewelry Manufacturing (Precious Metals & Gem-Set) (CRAKAIAA), Bridal Ring Sets (Engagement + Wedding Band Sets) (CRAKACAC), Bespoke Fine Jewelry (Precious Metals & Gemstones) (CRAKAHAA)

Keywords

• Bespoke engagement rings
• Wedding rings
• Lab grown diamonds
• Fine jewellery retail
• Custom ring design

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Diamond Engagement Rings: Primary revenue stream from bespoke and ready-to-order engagement rings crafted in Hatton Garden workshops using natural or lab grown diamonds. Rings are made to order with customization options for setting style, metal type, and diamond selection.
2. Wedding Rings: Both men's and women's wedding rings available in various metals (platinum, 18k yellow/white/rose gold) with options for plain, diamond, shaped, and eternity styles.
3. Diamond Jewellery: Additional jewellery products including diamond earrings, pendants, and eternity rings crafted with natural and lab grown diamonds.
4. Bespoke Commission: Fully custom engagement rings and jewellery designed in collaboration with customers. Process includes CAD design previews and wax models before final production.
5. Finance/Payment Plans: 0% APR finance available on purchases over £1,000, enabling customers to spread cost of higher-value jewellery purchases.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels6 records

Core offering

Queensmith Master Jewellers designs, manufactures, and sells bespoke and ready-to-order diamond engagement rings, wedding rings, and diamond jewellery from its in-house Hatton Garden workshop in London. Offerings include natural and lab grown diamond rings in platinum and 18k gold, with options for custom CAD-designed pieces, a Quickship fast-delivery collection, and in-person or virtual gemmologist consultations.

Product overview

Queensmith Master Jewellers is a London-based bespoke jeweller offering made-to-order diamond engagement rings, wedding rings, and diamond jewellery. The core product portfolio centers on Engagement Rings (Solitaire, Trilogy, Diamond Band, Halo, Toi Et Moi styles) and Wedding Rings (men's and women's) in Platinum and 18k Gold metals (Yellow, White, Rose). The company offers two diamond types: Lab Grown Diamonds (including the exclusive Grown By Queensmith carbon-neutral sub-brand) and Natural Diamonds certified by GIA or IGI. Additional services include Bespoke custom ring design, Quickship fast delivery (1 week), and Virtual Consultations for remote customers. All rings are crafted in-house at the Hatton Garden workshop, with diamonds available in 10 shapes (Round, Oval, Cushion, Emerald, Pear, Princess, Heart, Marquise, Asscher, Radiant).

Differentiator

Problem solved

Functional benefit

Brands

• Grown By Queensmith: Carbon-neutral lab diamond collection featuring ethical and traceability-focused lab grown diamonds

Products and services

• Engagement Rings Made-to-order diamond engagement rings crafted in London's Hatton Garden using responsibly sourced natural or lab grown diamonds; available in Solitaire, Trilogy, Diamond Band, Halo, and Toi et Moi styles.
• Wedding Rings Women's and men's wedding rings crafted to order in Hatton Garden, available in Plain, Diamond, Shaped, and Eternity styles in Platinum, 18k Yellow Gold, 18k White Gold, and 18k Rose Gold.
• Lab Grown Diamond Rings Engagement rings featuring ethically-sourced, sustainability-rated lab grown diamonds, including the exclusive Grown By Queensmith carbon-neutral sub-brand.
• Natural Diamonds Loose natural diamonds certified by GIA or IGI, available in Round, Oval, Cushion, Emerald, Pear, Princess, Heart, Marquise, Asscher, and Radiant cuts.
• Diamond Jewellery Diamond jewellery including diamond earrings, diamond pendants, and eternity rings, crafted with natural and lab grown diamonds.
• Bespoke Engagement Rings Fully custom engagement ring design service where customers collaborate with in-house designers and goldsmiths, with CAD design previews and wax model options before final production.
• Quickship Engagement Rings Fast delivery engagement rings available within 1 week for customers with tighter timelines.
• Virtual Consultations Free video consultation service allowing customers to explore designs, compare diamonds, and receive tailored advice from Queensmith consultants remotely.
• Grown By Queensmith Exclusive sub-brand offering carbon-neutral lab grown diamonds with enhanced traceability and responsible production standards.

Quantifiable outcome

• 70% of customers choose lab grown diamonds for better value and traceability
• +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

Feature1 record

Partnerships

One partnership is on record.

• VashiminorStrategic or Co-development Partner · 15 May 2023Queensmith's parent company acquired the domain and some assets of the recently-failed Vashi.com, a competitor in the online jewelry sector. The acquisition included former Vashi employees. Vashi had focused on bespoke jewellery and online expansion but closed after failing to secure further investment.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Goldsmiths: UK national jewellery retailer (part of Aurum Holdings/Watches of Switzerland Group) selling engagement and wedding rings alongside watches; comparable on UK omnichannel bridal retail scale.
• Fraser Hart: Long-established UK family jeweller with showrooms selling engagement and wedding rings; competes in the same premium UK bridal category with a traditional high-street retail model.
• Graff: Global luxury diamond jewellery house with vertically integrated diamond cutting and retail; comparable as a high-end diamond-led jeweller though operating at a substantially higher price tier than Queensmith.
• Beaverbrooks: Established UK high-street jewellery chain selling engagement rings, wedding rings, and diamond jewellery across multiple physical locations; competes in the same UK bridal category but with a broader mainstream positioning.
• Ernest Jones: UK high-street jewellery chain owned by Signet Jewelers, carrying engagement and wedding rings across many locations; an incumbent competitor in the same UK bridal jewellery retail space.

Direct peers

• Vashi: Former bespoke online diamond jewellery retailer whose domain, assets, and some employees were acquired by Queensmith in 2023; directly comparable business model that ultimately failed, providing both a cautionary peer and the source of acquired assets.
• Taylor & Hart: London-based bespoke online engagement ring specialist offering made-to-order and custom designs with showrooms in multiple cities; competes head-to-head with Queensmith on bespoke D2C engagement rings and lab-grown diamond ranges.
• Brilliant Earth: US-headquartered D2C jeweller specializing in ethically sourced and lab-grown diamonds with a strong online plus showroom model; directly comparable on lab-grown positioning and digital-first bespoke engagement ring merchandising.
• Blue Nile: Large online diamond and engagement ring retailer (owned by Signet Jewelers) offering loose diamonds and settings with virtual consultations; competes in the same online engagement-ring category with similar breadth of certified loose diamonds and settings.
• Lily Arkwright: UK-based online bespoke and lab-grown diamond engagement ring retailer with a focus on ethical sourcing; a smaller but directly comparable D2C peer competing for similar SEO-led bespoke traffic.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/queensmiths
• Facebookfacebook.com/queensmithofficial
• LinkedInlinkedin.com/company/queensmith

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries1 record

Funding overview

Funding rounds

Investors

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

M&A1 record

Investments

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

Frequently asked questions about Queensmith Master Jewellers