Heart In Diamond

What Heart In Diamond does

Heart In Diamond is a UK-based manufacturer founded in 2005 that produces laboratory-grown diamonds from carbon extracted from human or animal cremated ashes, hair, fur, or other organic materials. The company uses proprietary HPHT (High Pressure High Temperature) technology — patented under No. 2372286 and operating at 60,000 atmospheres of pressure and 3,632°F — to synthesize genuine diamonds that are chemically and physically identical to mined diamonds, with a production cycle of 70-120 days. Its product portfolio spans cremation/memorial diamonds, pet memorial diamonds, wedding and engagement diamonds, baby diamonds, courage diamonds for cancer survivors, and celebration diamonds, offered in five colors (white, orange-yellow, yellow-green, deep red, blue) and carat sizes from 0.03 to 2.0, with over 600 jewelry setting options in silver, gold, platinum, and palladium. Pricing is transparent, starting at $750 for entry-level diamonds and reaching $1,945 for premium ¼-carat fancy colored stones, with interest-free payment plans available.

The business operates a hybrid direct-to-consumer and channel partner model: customers order through the company e-commerce site or via phone (1-888-471-4715 in the US), supported by a global distributor network spanning 13+ countries including the US, UK, Australia, Canada, China, Japan, Poland, Lithuania, Slovakia, Czech Republic, Germany, Singapore, and New Zealand. Marketing emphasizes emotional storytelling, customer testimonials, and educational content (500+ blog articles, active social media on Facebook, Twitter, Instagram, Pinterest, and YouTube), with press coverage in Harper's Bazaar Japan, Cosmopolitan Lithuania, and the Wall Street Journal. The company is BBB-accredited and offers a lifetime warranty on created diamonds.

The company is privately held, founder-owned or bootstrapped with no disclosed venture capital or private equity investment, and operates with 11-50 employees from its UK headquarters (Potters Bar). Revenue is not publicly disclosed. Customer concentration is structurally low — all transactions are individual consumer purchases — but demand is event-driven (grief, weddings, births, cancer recovery, achievements) and inherently discretionary. The legal entity NAD SERVICES LLC handles US payment processing. Strategic direction centers on expanding the use-case portfolio (memorial, pet, wedding, celebration), broadening the product surface (glass ashes-infused jewelry as a lower-priced alternative), and deepening the distributor footprint in existing geographies.

Name

Heart In Diamond

Legal name

NAD SERVICES LLC (Heart In Diamond)

Website

https://heart-in-diamond.com

Company type

Private

Founded year

2005

Operating status

Operating

Headcount range

11–50 employees

Short description

Heart In Diamond is a UK-based manufacturer founded in 2005 that creates laboratory-grown memorial and commemorative diamonds from cremated ashes, hair, or fur using proprietary HPHT technology, selling direct-to-consumer and through a global distributor network across 13+ countries.

Ownership category

akta.pro rank

Product category

Memorial and Personalized Laboratory-Grown Diamonds

NAICS

Jewelry and Silverware Manufacturing (33991), Jewelry, Watch, Precious Stone, and Precious Metal Merchant Wholesalers (423940), Jewelry Retailers (45831)

SIC

Jewelry, Precious Metal (3911), Wholesale-Jewelry, Watches, Precious Stones & Metals (5094), Jewelry, Silverware & Plated Ware (3910)

akta.pro primary industry

Synthetic/Lab-Grown Diamonds & Gemstones (Manufacturing & Trading) (CRAKAJAM)

akta.pro secondary industries

Diamond Jewelry (CRAKAAAA), Lab-Grown Diamond Bridal Jewelry (CRAKACAF)

Keywords

• Memorial diamonds
• Cremation diamonds
• Laboratory grown diamonds
• Ashes to diamonds
• Pet memorial jewelry

Headquarters

HQ city

Potters Bar

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Diamond Sales: One-time purchase of laboratory-grown memorial diamonds made from cremated ashes or hair. Diamonds are sold in various colors (white, blue, yellow-green, orange-yellow, deep red) and sizes (0.03 carat to 2.0 carats). Customers can purchase loose diamonds or have them set in jewelry.
2. Jewelry Setting Sales: Sale of jewelry settings (rings, pendants, earrings, cufflinks) in various metals (silver, gold, platinum, palladium) to mount the memorial diamonds. The company offers over 600 jewelry options with custom design services available.
3. Payment Plans: Interest-free payment plans allowing customers to spread diamond costs. Options include standard payment (50% deposit + 50% final payment) and flexible payment plans for orders over 0.03 carats.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels9 records

Core offering

Heart In Diamond manufactures and sells laboratory-grown diamonds created from carbon extracted from human cremated ashes, hair, or animal remains using HPHT technology, producing certified genuine diamonds in five colors and multiple cuts and sizes within 70-120 days. The company complements its diamonds with 600+ jewelry settings (rings, pendants, earrings, cufflinks) in silver, gold, platinum, and palladium, plus optional glass ashes-infused memorial jewelry, sold directly through its website, phone, and a global distributor network.

Product overview

Heart In Diamond is a memorial diamond company founded in 2005 in the UK that creates laboratory-grown diamonds from human or animal cremated remains and hair using HPHT (High Pressure High Temperature) technology. The core product portfolio includes cremation diamonds for memorial purposes, pet diamonds, wedding/engagement diamonds, baby diamonds, courage diamonds for cancer patients, and celebration diamonds for life achievements. The company also offers cremation jewelry including rings, pendants, earrings, and cufflinks available in over 600 styles across silver, gold, platinum, and palladium metals, as well as glass ashes infused jewelry as an alternative memorial keepsake. Diamond products are available in five colors (White, Orange-Yellow, Yellow-Green, Deep Red, Blue) and multiple cuts (Brilliant, Princess, Radiant, and others upon request), with carat weights ranging from 0.03 to 2.0 carats. Prices start at $750, with interest-free payment plans available.

Differentiator

Problem solved

Functional benefit

Products and services

• Cremation Diamonds Memorial diamonds grown from carbon extracted from human cremated ashes or hair using HPHT technology, delivered as certified genuine diamonds. Available in multiple colors and sizes for individuals and families.
• Pet Diamonds Lab-grown diamonds created from pet ashes, hair, or fur, allowing owners to keep a wearable memorial of dogs, cats, and other companion animals.
• Wedding and Engagement Diamonds Personal diamonds grown from locks of hair from each partner, intended to symbolize eternal togetherness for weddings and engagements.
• Baby Diamonds Diamonds created from a baby's hair, nails, or fragments of clothing to commemorate the birth of a child and preserve early memories.
• Courage Diamonds Diamonds created from hair lost during cancer treatment to serve as a physical reminder of strength, courage, and recovery.
• Celebration Diamonds Diamonds created to commemorate major life achievements such as graduations, mountain climbs, home purchases, or personal milestones.
• Fancy Color Diamond Options Five diamond colors produced by controlled nitrogen and boron impurities: White, Orange-Yellow, Yellow-Green, Deep Red, and Blue, with permanently stable fancy colors and custom carat sizes.
• Cremation Jewelry Settings Jewelry settings for memorial and cremation diamonds, including rings, pendants, earrings, and cufflinks in silver, gold, platinum, and palladium, with 600+ standard options and bespoke design services.
• Glass Ashes-Infused Jewelry Alternative memorial jewelry using glass infused with cremation ashes, including glass balls with ashes, layered glass pendants, glass rings, and glass cufflinks.

Quantifiable outcome

• 100% genuine diamonds - chemically and physically identical to mined diamonds, certified to highest industry standards
• +3 more outcomes

Named customers10 records

Segments6 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Nine partnerships are on record, tiered core and minor.

• DNA2DiamondscoreChannel Partner/ Reseller/ DistributorUS-based distributor and dealer of Heart In Diamond memorial diamonds. DNA2Diamonds promotes and sells Heart In Diamond products in the United States, offering customers the ability to create unique diamonds from hair or ashes of loved ones.
• Infinity DiamondscoreChannel Partner/ Reseller/ DistributorHeart In Diamond dealer that works directly with the company to offer unique, laboratory-made memorial diamonds created from ashes or hair of beloved ones.
• Scott Shaffer / Andover CompanycoreChannel Partner/ Reseller/ DistributorUS-based distributor and physics teacher at Andover High School who sells Heart In Diamond personalized diamonds in the United States. Featured in multiple press articles.
• Bill Leo (Australia)coreChannel Partner/ Reseller/ DistributorAustralian distributor for Heart In Diamond, telling customers about samples of hair or cremation ashes being made into diamonds and jewellery as a unique way to remember family members and pets.
• One Diamonds (Poland)coreChannel Partner/ Reseller/ DistributorPolish partner for Heart In Diamond, known for creating memorial stones from the hair of famous personalities including Violetta Villas.
• Pets in Peaceful Rest, LLCcoreStrategic or Co-development PartnerPet cremation and memorial company serving Niagara, Orleans, Erie and Genesee counties in New York. Works with Heart In Diamond to transform beloved pets' remains into gorgeous diamonds and diamond jewelry. Provides pet transportation, memorial services, and certified cremation with 72-hour return guarantee.
• Heart In Diamond CanadacoreChannel Partner/ Reseller/ DistributorCanadian division of Heart In Diamond distributor network, featured in ISSUU publications and CKWS interviews explaining the memorial diamond creation process.
• Heart In Diamond ChinacoreChannel Partner/ Reseller/ DistributorChinese market distributor placing articles about Heart In Diamond products in Chinese media, covering topics like memorial diamonds, pet memorials, and romantic funeral options.
• Funeral Homes NetworkminorChannel Partner/ Reseller/ DistributorPartnerships with funeral homes and crematoriums who recommend Heart In Diamond memorial options to families. Company works with jewelers worldwide to deliver cremation diamond jewelry.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Eterneva: US-based memorial diamond company that turns ashes or hair of loved ones (and pets) into diamonds. Directly competes with Heart In Diamond on product, customer, and emotional storytelling, with a stronger US digital marketing presence.
• Algordanza: Swiss-headquartered global leader in memorial diamonds with subsidiaries across Europe, North America, and Asia. Directly competes with Heart In Diamond across multiple regions using similar HPHT processes from cremated remains.
• LifeGem: One of the original US-based memorial diamond companies, creating certified diamonds from cremated ashes and hair. Competes directly with Heart In Diamond in the human and pet memorial diamond category.
• Lonité: Swiss-based memorial diamond manufacturer serving customers globally with cremation and hair-to-diamond services. Directly competes with Heart In Diamond on product type, customer base, and HPHT-based production.
• EverDear & Co. US-based memorial diamond company offering certified cremation diamonds in multiple colors and sizes. Directly competes with Heart In Diamond on pricing, color options, and direct-to-consumer model.
• Saint Diamonds: Memorial diamond company producing lab-grown diamonds from ashes and hair, with offerings for humans and pets. Direct competitor in the same product category with overlapping target customers.

Broad incumbents

• Diamond Foundry: Large-scale US lab-grown diamond producer using CVD technology, focused on fashion and fine jewelry rather than memorial diamonds. Adjacent competitor demonstrating the broader lab-diamond opportunity but not in the memorial niche.
• Brilliant Earth: Public lab-grown and natural diamond jewelry retailer with strong e-commerce presence. Operates in the broader fine jewelry category that intersects with Heart In Diamond's wedding/engagement diamond offering.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/heartindiamond
• YouTubeyoutube.com/user/heartindiamond
• Facebookfacebook.com/heartindiamonds
• Instagraminstagram.com/heartindiamonds
• Pinterestpinterest.com/heartindiamond

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 Heart In Diamond