What Diamond by Appointment does

Diamond by Appointment Ltd. is a UK-based, privately held B2B jewellery wholesale supplier founded in 1985, operating through a network of authorised stockists across the United Kingdom and Ireland. The company designs, manufactures, and distributes diamond and gemstone jewellery across multiple branded ranges — including Skye, Faroe, Memoire, Classic, Natural Fancy, Blush, Petite, Florentine, Cocktail, and Coloured and Diamond — spanning engagement rings, wedding bands, fine jewellery, coloured gemstones (ruby, sapphire, emerald), and bespoke commissions in platinum and 18ct gold variants. Its go-to-market is exclusively B2B via a web-based client portal that requires stockist login to access pricing, supports proposal management, digital cards, and wishlist functionality, and provides licensed marketing materials (photographs, video, logos) on a 12-month renewable basis, contingent on adherence to a Recommended Retail Price policy.

The company is revenue-financed and organically grown, with no disclosed external funding or institutional ownership. Its revenue model is one-time wholesale of physical inventory to independent jewellery retailers, with prices and product details gated behind stockist authentication. The business is differentiated primarily through Responsible Jewellery Council (RJC) certification — achieved in 2020 with the maximum three-year term and renewed in 2023 — and Carbon Neutral status under PAS 2060 Guidelines, validated by Gold Standard in 2022 with annual reassessment. Operations are run from a purpose-built workshop and office (relocated in 2013) with 11–50 employees, and the company historically maintained a Retail Jeweller Award record from 2007–2015 across multiple categories.

Name

Diamond by Appointment

Legal name

Diamond By Appointment Ltd.

Website

https://diamondbyappointment.com

Company type

Private

Founded year

1985

Operating status

Operating

Headcount range

11–50 employees

Short description

Diamond by Appointment is a UK-based B2B jewellery wholesaler, founded in 1985, supplying diamond and gemstone jewellery through an authorised stockist network in the UK and Ireland via a login-gated portal.

Ownership category

akta.pro rank

Product category

Wholesale Jewellery Manufacturing

NAICS

Jewelry, Watch, Precious Stone, and Precious Metal Merchant Wholesalers (423940)

SIC

Wholesale-Jewelry, Watches, Precious Stones & Metals (5094), Jewelry, Precious Metal (3911)

akta.pro primary industry

Bridal & Engagement Jewelry Manufacturing (CRAKAIAC)

akta.pro secondary industries

Bridal Diamond Jewelry (Earrings, Necklaces, Bracelets) (CRAKACAD), Diamond Jewelry (CRAKAAAA), Bridal Gemstone Jewelry (Non-diamond center stones) (CRAKACAE)

Keywords

• Wholesale diamond jewellery
• Engagement ring supplier
• Gemstone jewellery manufacturing
• B2B jewellery stockist
• Precious metal jewellery

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Jewellery wholesale: B2B wholesale of diamond and gemstone jewellery including engagement rings, wedding bands, and fine jewellery to authorised stockists and jewellers.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels2 records

Core offering

Diamond by Appointment is a UK-based B2B wholesale supplier of diamond and gemstone jewellery, including engagement rings, wedding bands, and fine jewellery, sold exclusively through a network of authorised independent jewellery stockists. The company designs and produces multiple branded product ranges (e.g., Skye, Faroe, Memoire, Classic, Natural Fancy, Blush, Petite, Florentine, Cocktail) in platinum, 18ct yellow, rose and white gold with diamonds and coloured gemstones, and supports stockists with marketing materials, proposal management tools, digital cards and wishlist functionality via a client portal.

Product overview

Diamond by Appointment is a B2B luxury jewellery supplier operating through a web-based portal for authorised stockists (jewellery retailers). The company offers an extensive portfolio of engagement rings, wedding bands, and general jewellery across multiple branded product lines (Skye, Faroe, Memoire, Classic, Natural Fancy, Blush, Petite, Florentine, Cocktail, Coloured and Diamond) and special collections (Top 50, Top New, Bespoke, End of Line, Premier Classic, Carat). The product range spans various stone shapes (Round Brilliant, Princess, Radiant, Emerald, Oval, Pear, Cushion, Marquise, Trilliant, Asscher, Rose, Elongated variants), stone types (Diamond, Sapphire, Ruby, Emerald, Aquamarine, Blue Topaz, Pink Sapphire, Green Tourmaline, Yellow Diamond, Teal Sapphire), styles (Solitaire, Three Stone, Cluster, Two Stone, Bridal), and metals (Platinum, 18ct Yellow Gold, 18ct Rose Gold, 18ct White Gold). Stockists access the portal to browse inventory, manage proposals, digital cards, and wishlists.

Differentiator

Problem solved

Functional benefit

Brands

• Skye: Jewellery collection featuring Skye setting
• Skye Duo
• Skye Trio
• Faroe
• Memoire
• Classic
• Natural Fancy
• Blush
• Petite
• Florentine
• Coloured and Diamond
• Cocktail
• Top 50
• Premier Classic

Products and services

• Engagement Rings
• Wedding Bands
• Jewellery Collection
• Skye Collection
• Coloured and Diamond Collection
• Natural Fancy Collection
• Cocktail Collection
• Bespoke Jewellery Service
• Top 50 Engagement Rings
• Premier Classic Collection

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• Responsible Jewellery Council (RJC)coreOthers · 1 January 2020Diamond by Appointment joined the Responsible Jewellery Council at the start of 2020. They underwent third-party supply chain validation against Code of Practices and achieved a three-year certification (longest available), which was renewed in 2023. This provides peace of mind for customers confirming the supply chain is ethical and properly managed.

Scale indicators4 records

Recent moves7 records

Expansion highlights4 records

Direct peers

• Hockley Mint: UK B2B precious-metal jewellery manufacturer specialising in bridal and fine jewellery for independent retailers. Comparable to DBA in B2B wholesale model, precious-metal focus, and stockist-network GTM in the UK and Ireland.
• Weston Beamor: UK-based B2B jewellery manufacturer offering bridal and bespoke diamond jewellery to trade customers. Comparable to DBA as a fellow UK B2B bridal manufacturer serving independent stockists with in-house design and production capability.
• Domino Jewellery: UK-based B2B bridal and fine jewellery manufacturer and wholesaler supplying independent stockists. Direct comparable to Diamond by Appointment in product mix (engagement rings, wedding bands, gemstone jewellery), B2B channel model, and UK stockist distribution.
• Charles Green & Co: UK B2B jewellery manufacturer and wholesaler specialising in diamond-set bridal and dress jewellery. Direct comparable to DBA in product category (engagement rings, diamond-set jewellery), trade-customer focus, and UK stockist distribution model.

Emerging players

• Taylor & Hart: Online-first bespoke engagement ring and fine jewellery brand with D2C and trade channels. Comparable to DBA in bridal product focus and bespoke design service, but operates a D2C model that bypasses the independent stockist channel DBA depends on.
• Lebrusan Studio: UK-based ethical and traceable fine and bridal jewellery brand emphasising responsible sourcing. Comparable to DBA in ethical-sourcing positioning and bridal product focus, but operates a smaller D2C model rather than B2B stockist distribution.
• Queensmith: UK-based online bespoke diamond engagement ring retailer with in-house design and manufacturing. Comparable to DBA in bridal product category and bespoke design service, but competes for the same end-consumer bridal spend via a D2C model rather than stockist distribution.

Others

• Sheffield Assay Office (jewellery trade services): UK precious-metal hallmarking and jewellery trade services provider. Relevant as an ecosystem participant that supports jewellery supply-chain integrity (an area where DBA has invested via RJC certification), though not a direct commercial competitor.

Broad incumbents

• Endless Jewelry: Global branded jewellery manufacturer and wholesaler serving retail and wholesale channels. Comparable to DBA as a B2B jewellery supplier, though broader in product mix and global in footprint rather than UK/Ireland-focused and bridal-led.
• Stuller, Inc. US-headquartered global B2B manufacturer and wholesaler of bridal, fine and fashion jewellery serving independent jewellers worldwide. Comparable as a much larger B2B bridal supplier serving the same independent-stockist customer archetype, though with a far broader catalogue and global footprint.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/diamondbyapp
• Facebookfacebook.com/Dia.by.appointment
• LinkedInlinkedin.com/company/diamondbyappointment

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

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 Diamond by Appointment