Certified Diamond Network

What Certified Diamond Network does

Certified Diamond Network is a privately held, single-location custom jewellery studio founded in 1974 and operating from a boutique showroom at 73/48-50 George St, Parramatta, NSW, Australia. The business is led by founder and master jeweller Edward Swaab, supported by colleague Carl, with stated headcount of 1-10. The company designs and handcrafts bespoke engagement rings, wedding rings, dress rings, pendants and earrings using ethically sourced natural diamonds and rare coloured diamonds (pink, blue, yellow, champagne, black) plus gemstones sourced through an in-house brokerage service. Production combines traditional hand-sketched design and on-site handcrafting (wax modelling, metal casting, stone setting, finishing) with modern CAD/CAM 3D imaging and precision casting technology.

The studio runs a six-step bespoke process — consultation, diamond education, stone comparison, design approval, handcrafting, and quality inspection — typically delivered within 3-5 weeks. A diamond broking service is offered for sourcing stones direct from trade suppliers, including insurance valuations and ongoing maintenance. There is no e-commerce functionality; every sale is conducted via in-person consultation at the Parramatta showroom. Pricing is quote-based on diamond/gemstone selection, metal (platinum, yellow, white, rose gold), design complexity, and carat weight, with typical engagement ring budgets of $6,000-$20,000.

The go-to-market is direct-to-consumer, education-led, and reliant on content marketing (website blog, local SEO across 22+ Sydney suburbs including Winston Hills, Westmead, Wentworthville, Wentworth Point, Carlingford, Epping), and organic social on Facebook, Instagram, and YouTube. The business holds 25-year Platinum Membership in the Jewellers Association of Australia and recognition from the Gemological Association of Australia and TAFE NSW. There is no disclosed external funding, no subsidiaries, and no documented M&A activity; revenue is not publicly disclosed.

Name

Certified Diamond Network

Legal name

Certified Diamond Network

Website

https://certifieddiamondnetwork.com.au

Company type

Private

Founded year

1974

Operating status

Operating

Headcount range

1–10 employees

Short description

Certified Diamond Network is a Parramatta-based, single-showroom custom jewellery studio that handcrafts bespoke engagement rings, wedding rings, dress rings, and gemstone jewellery for retail couples across Greater Sydney, combining traditional handcraft with CAD/CAM technology and direct diamond brokerage sourcing.

Ownership category

akta.pro rank

Headquarters

HQ city

Parramatta

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales

Revenue model

1. Custom Engagement Rings: One-time custom-made engagement rings designed and handcrafted to client specifications. Revenue derived from the combined value of sourced diamonds/gemstones and craftsmanship charges. Pricing varies based on diamond/gemstone selection, metal type, design complexity, and carat weight.
2. Wedding Rings: Handmade wedding bands for men and women, sold as one-time purchases with pricing based on metal type, weight, and design complexity.
3. Dress Rings and Fashion Jewellery: Custom dress rings featuring diamonds and gemstones, sold as individual pieces with pricing varying by materials and design.
4. Loose Diamonds and Gemstones: Sale of loose certified diamonds including fancy coloured varieties (pink, blue, yellow, champagne, black) and coloured gemstones (sapphires, rubies, emeralds, alexandrite, spinel, tanzanite, etc.).
5. Pendant and Earring Jewellery: Custom-made pendants and earrings sold as finished jewellery pieces.
6. Diamond Broking Services: Diamond broking and valuation services, including insurance documentation and jewellery maintenance.

Pricing tiers

Go-to-market motion2 records

Distribution channels1 record

Marketing channels6 records

Core offering

Certified Diamond Network is a custom jewellery studio that designs and handcrafts bespoke engagement rings, wedding rings, dress rings, pendants and earrings on-site at its Parramatta workshop. It also operates an in-house diamond and gemstone brokerage that sources natural fancy coloured diamonds and rare gemstones for client commissions. All work is led by master jeweller Edward Swaab through a six-step consultation, design, craft and quality-inspection process, with no online purchasing and all sales completed via in-person consultations.

Product overview

Certified Diamond Network operates as a custom jewellery studio offering bespoke engagement rings, wedding rings, dress rings, and gemstone jewellery. The portfolio includes loose fancy coloured diamonds (pink, blue, black, yellow, champagne) and rare gemstones (alexandrite, aquamarine, emerald, ruby, sapphire, spinel, tanzanite, tourmaline). Services include a diamond brokerage service for sourcing gems from industry suppliers and an in-house design and hand-crafting service led by master jeweller Edward Swaab. The studio creates pieces entirely by hand in their Parramatta workshop, serving customers throughout the Parramatta region and surrounding Sydney suburbs since 1974.

Differentiator

Problem solved

Functional benefit

Products and services

• Custom Engagement Rings Bespoke handcrafted engagement rings designed from the ground up in collaboration with master jeweller Edward Swaab, featuring natural diamonds and rare coloured diamonds in cuts including Round Brilliant, Oval, Cushion, Emerald, Pear, Marquise, Princess and Fancy Shapes. Intended for couples seeking a one-of-a-kind proposal ring.
• Wedding Rings Handmade wedding rings for both male and female partners, crafted in platinum, yellow gold, white gold and rose gold with male, female and unique design variants available. Sold as one-time purchases with pricing based on metal type, weight and design complexity.
• Dress Rings Custom fashion and dress rings featuring diamonds and coloured gemstones, crafted as one-off pieces for special occasions and personal wear.
• Loose Fancy Diamonds Exclusive collection of loose coloured diamonds including pink, blue, black, yellow and champagne varieties, sold individually and intended for custom designs or for buyers sourcing rare fancy coloured stones via the in-house brokerage.
• Gemstones Rare and exceptional gemstones sourced for bespoke jewellery, including alexandrite, aquamarine, beryl, emerald, garnet, ruby, sapphire, spinel, tanzanite and tourmaline. Sold individually or set into commissioned pieces.
• Pendants and Earrings Handcrafted unique pendants and earrings available in custom designs featuring diamonds and coloured gemstones, sold as finished bespoke pieces.
• Diamond Broking Service Exclusive diamond and gemstone brokerage service that sources the best gems from industry experts and trade suppliers, enabling access to rare coloured diamonds and exceptional gemstones and providing diamond broking and valuation services including insurance documentation and jewellery maintenance.
• Design and Hand-Crafting Service In-house design and hand-crafting service led by master jeweller Edward Swaab, producing one-of-a-kind pieces from initial consultation through hand-drawn design, CAD-supported modelling, casting, stone setting and final polish. Includes diamond education, visual stone comparison, design approval with previews, handcrafting and quality inspection before handover.

Quantifiable outcome

• Custom engagement rings typically completed in 3-5 weeks from design agreement
• +2 more outcomes

Named customers1 record

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Two partnerships are on record, tiered core and minor.

• Gemological Association of Australia (GAA) NSWcoreOthersAffiliation with the Gemological Association of Australia (NSW branch), demonstrating expertise in gemstone identification and grading. Award recipient of the Go-Goanna Australian Gemstone Award.
• TAFE NSWminorOthersRelationship with TAFE NSW through award recognition and staff training/certification in jewellery trade skills. Received Best Practical Mark Stage 3 Award and holds Jewellery Trade Course Certificate.

Scale indicators3 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Cerrone: Australian bespoke jeweller specialising in custom engagement rings and fine jewellery, with in-house design and master craftsman production. Highly comparable business model, customer base, and product mix to Certified Diamond Network.
• Gregory Jewellers: Australian family jeweller with multiple locations offering custom engagement rings and certified diamonds. Comparable in bridal focus and certified diamond offering, with a broader retail footprint.
• Linneys: Western Australian bespoke jeweller and pearl specialist with custom design and handcrafting capabilities. Comparable in bespoke production model and high-end bridal focus.
• Jan Logan: Australian bespoke designer jeweller known for custom engagement rings, coloured gemstones, and one-off pieces. Comparable in high-end bespoke positioning and coloured diamond/gemstone emphasis.
• Larsen Jewellery: Sydney-based bespoke jeweller offering custom engagement rings and fine jewellery with in-house design. Directly comparable in geography, target customer, and bespoke manufacturing model.
• Hardy Brothers: Heritage Australian fine jeweller with a long-standing reputation for diamond and bespoke engagement rings. Comparable in product category, mid-to-high price band, and education-led customer experience.

Broad incumbents

• James Allen: Major online diamond and engagement ring retailer with custom ring builder and certified loose diamond inventory. Comparable in bridal product offering and serves as a key digital disruptor in the custom engagement ring space.
• Blue Nile: Global online diamond and fine jewellery retailer offering certified diamonds, custom engagement rings, and transparent online pricing. Comparable in bridal product category and serves Australian customers online.
• Michael Hill Jeweller: Large Australian jewellery chain offering engagement rings, certified diamonds, and custom design services across many locations. Comparable category but mass-market positioning and significantly larger scale.
• Bevilles Jewellers: Established Australian jewellery chain with broad engagement ring and diamond offering, including custom design services. Comparable in bridal category but with mass-market positioning.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/certifieddiamondnetwork
• Instagraminstagram.com/certifieddiamondnetwork
• LinkedInlinkedin.com/company/certified-diamond-network

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 Certified Diamond Network