Affinity Diamonds

What Affinity Diamonds does

Affinity Diamonds is an Australian privately held bespoke jewellery brand founded in 2001 by Sam Rahme and headquartered in Sydney. The company designs and handcrafts diamond engagement rings, wedding bands, and fine jewellery to order in its on-site Sydney workshop, serving primarily individual consumers celebrating engagements, weddings, and milestone occasions. Core product lines span engagement rings (across solitaire, halo, trilogy, Toi Et Moi, and diamond-band styles), wedding bands for men and women, and a broad fine jewellery range including rings, earrings, necklaces, pendants, bracelets, and tiaras, with nine diamond shape options and metal choices spanning 18K yellow/white/rose gold, platinum, and 9K gold.

The underlying technical capability is rooted in traditional handcraftsmanship executed in the Sydney workshop, supplemented by a structured six-step 'Affinity Process' bespoke design journey covering diamond education, custom design, diamond sourcing, midway client viewing, handcrafting, and final completion. Diamonds are GIA- or IGI-certified and offered in both natural (Kimberley Process compliant) and lab-grown varieties. The company is a member of the Diamond Dealers Club of Australia and the Responsible Jewellery Council, holds Australian Made accreditation, and supports a portfolio of six Australian charity partners as part of its corporate social responsibility positioning.

Affinity Diamonds operates an exclusive direct-to-consumer distribution model with no external stockists, consisting of four physical locations — the Sydney flagship and workshop on King Street, a curated concession inside David Jones Elizabeth Street, a Brisbane boutique on Queen Street, and trunk shows in Cannes through partner Aronoff Diamonds — complemented by an e-commerce storefront with international shipping to New Zealand, China, Singapore, the United Kingdom, and the United States, and a virtual consultation channel. All pricing is quote-based and not publicly disclosed, with each piece priced individually based on diamond selection, metal type, design complexity, and carat weight. Revenue streams comprise custom engagement rings, wedding bands, fine jewellery, custom design services, and ongoing aftercare (annual cleaning, polishing, rhodium plating, and resizing), with a lifetime workmanship warranty attached to every piece. A corporate gifting segment supplements the consumer business.

Name

Affinity Diamonds

Legal name

Affinity Diamonds

Website

https://affinitydiamonds.com.au

Company type

Private

Founded year

2001

Operating status

Operating

Headcount range

11–50 employees

Short description

Affinity Diamonds is an Australian bespoke jewellery brand founded in 2001 that handcrafts diamond engagement rings, wedding bands, and fine jewellery to order in its Sydney workshop, serving individual consumers through Sydney and Brisbane boutiques, a David Jones concession, e-commerce, and virtual consultations.

Ownership category

akta.pro rank

Product category

Fine Jewellery

NAICS

Jewelry and Silverware Manufacturing (33991), Jewelry Retailers (458310)

SIC

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

akta.pro primary industry

Engagement Rings (CRAKACAA)

akta.pro secondary industries

Wedding Bands (Bridal Rings) (CRAKACAB), Custom Bridal & Engagement Design (CRAKAHAB), Bridal & Engagement Jewelry Manufacturing (CRAKAIAC), Fine Jewelry Manufacturing (Precious Metals & Gem-Set) (CRAKAIAA)

Keywords

• Bespoke diamond jewellery
• Engagement rings
• Wedding bands
• Fine jewellery
• Custom jewellery design

Headquarters

HQ city

Sydney

HQ country

Australia

HQ region

Oceania

Offices4 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Custom Engagement Rings: Bespoke diamond engagement rings custom-designed and handcrafted in Sydney workshop. Made to order with 2-3 weeks turnaround time. Includes GIA or IGI certified diamonds.
2. Wedding Bands: Handcrafted wedding bands for men and women, available in plain or diamond-set designs. Made to order in Sydney workshop.
3. Fine Jewellery: Wide range of fine jewellery including rings, earrings, necklaces, pendants, bracelets, tiaras. Also includes personalised, religious, and men's collections.
4. Custom Design Services: Full bespoke jewellery design service including custom engagement rings, remodelling and redesigning jewellery, personalised engraving.
5. Aftercare Services: Annual complimentary polish, plate and diamond check. Ring resizing, cleaning, rhodium plating services. Includes same-day ring resizing.

Go-to-market motion2 records

Distribution channels5 records

Marketing channels10 records

Core offering

Affinity Diamonds designs and handcrafts bespoke diamond engagement rings, wedding bands, and fine jewellery in their Sydney workshop. All pieces are made to order using ethically sourced natural and lab-grown diamonds certified by GIA or IGI, with metal options including platinum, 18K gold (yellow, white, rose), and 9K gold. The company offers a six-step custom design journey, complimentary diamond education, lifetime workmanship warranties, and aftercare services such as resizing, polishing, and rhodium plating.

Product overview

Affinity Diamonds is a proudly Australian-owned bespoke jewellery brand founded in 2001, operating as a unified retail and custom design service rather than a platform architecture. The core product portfolio centres on handcrafted diamond engagement rings and wedding bands, complemented by a full range of fine jewellery (rings, earrings, necklaces, bracelets, tiaras). The company differentiates through its bespoke custom design service, allowing clients to create one-of-a-kind pieces with expert guidance from diamond merchants. All pieces are handcrafted to order in the Sydney in-house workshop, with a lifetime workmanship guarantee. The product ecosystem includes named collections (Imperial, Bezel, Fancy Coloured Diamonds, Men's), engagement ring styles (Solitaire, Diamond Band, Halo, Trilogy, Toi Et Moi), and nine diamond shape options. Supporting services include diamond education, ring resizing, personalised engraving, and professional cleaning. The company offers both natural and lab-grown diamond options, with ethical sourcing through the Kimberley Process.

Differentiator

Problem solved

Functional benefit

Products and services

• Engagement Rings

Quantifiable outcome

• Custom engagement rings typically complete in 3-4 weeks turnaround time
• +2 more outcomes

Named customers5 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Nine partnerships are on record, tiered minor and core.

• Tour De CureminorOthersCharity partner receiving donations and sponsorship support from Affinity Diamonds as part of their humanitarian program.
• FSHD FoundationminorOthersCharity partner receiving donations and sponsorship support from Affinity Diamonds as part of their humanitarian program.
• Steve Waugh FoundationminorOthersCharity partner receiving donations and sponsorship support from Affinity Diamonds as part of their humanitarian program.
• NSW Golf Club FoundationminorOthersCharity partner receiving donations and sponsorship support from Affinity Diamonds as part of their humanitarian program.
• AusReliefminorOthersCharity partner receiving donations and sponsorship support from Affinity Diamonds as part of their humanitarian program.
• Save our SonsminorOthersCharity partner receiving donations and sponsorship support from Affinity Diamonds as part of their humanitarian program.
• Diamond Dealers Club of AustraliacoreStrategic or Co-development PartnerAffinity Diamonds is a member of the Diamond Dealers Club of Australia. This membership ensures all natural diamonds are sourced in accordance with the Kimberley Process, guaranteeing conflict-free diamonds.
• Responsible Jewellery CouncilcoreStrategic or Co-development PartnerAffinity Diamonds sources metals from suppliers that are members of the Responsible Jewellery Council, ensuring metals are sourced through channels observing human rights, labour rights, and environmental standards.
• Aronoff Diamonds (Cannes)minorStrategic or Co-development PartnerAffinity Diamonds has expanded to France through Aronoff Diamonds, hosting trunk shows on the world-renowned French Riviera. Represents international market expansion.

Scale indicators4 records

Recent moves7 records

Expansion highlights6 records

Broad incumbents

• Michael Hill Jeweller: Largest listed specialty jewellery chain in Australia and New Zealand with broad bridal and fashion jewellery ranges. Comparable as a competing Australian bridal-jewellery brand, but operates a mass-market chain model versus Affinity's bespoke boutique approach.
• Bevilles: Australian specialty jewellery retailer with multiple locations offering bridal and fine jewellery. Comparable as a competing Australian jewellery chain with overlapping bridal product range.
• Tiffany & Co. Global luxury jewellery icon with strong bridal franchise and Australian boutique presence. Comparable as a competing premium bridal-jewellery brand, though at much larger scale and broader positioning.

Direct peers

• Cerrone: Australian family-owned bespoke jeweller with showrooms in Sydney and other cities, focused on custom engagement and bridal jewellery. Comparable as a multi-location Australian independent custom jeweller.
• Stefan Hartl: Brisbane-based bespoke jeweller specialising in custom engagement rings with onsite workshop. Comparable given shared Brisbane market and custom bridal positioning.
• Moi Moi Fine Jewellery: Australian bespoke fine jeweller based in Sydney offering custom engagement rings and handcrafted fine jewellery. Directly comparable because both operate boutique-based, custom-design bridal jewellery businesses in the same Australian metros.
• Larsen Jewellery: Sydney-based bespoke engagement ring and fine jewellery atelier with strong custom-design focus. Comparable as a like-for-like Australian independent jeweller competing for the same bespoke bridal customer.
• Showcase Jewellers: Australian network of independent jewellers offering engagement rings and wedding bands, many with bespoke capabilities. Comparable as a competing channel for custom bridal jewellery in the Australian market.
• Paul Bram: Australian bespoke jeweller specialising in custom engagement rings and wedding bands with an onsite workshop. Directly comparable on bespoke bridal positioning and traditional handcraft production model.

Emerging players

• Brilliant Earth: US-based online jeweller with strong focus on ethically sourced and lab-grown diamonds in the bridal category. Comparable as a competing bridal-jewellery brand targeting ethically minded consumers, particularly relevant to Affinity's lab-grown and responsible-sourcing positioning.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UCTFyQQxf-PkhWN53IECmZqw/featured
• Facebookfacebook.com/AffinityDiamonds
• LinkedInlinkedin.com/company/affinity-diamonds
• Instagraminstagram.com/affinitydiamonds
• Pinterestpinterest.com.au/affinitydiamonds
• TikToktiktok.com/@affinitydiamonds

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 Affinity Diamonds