diamond's factory
Diamonds Factory is a UK-based direct-to-consumer custom fine jewelry retailer selling engagement rings, wedding bands, and diamond jewelry through 22 country websites and four showrooms, serving engaged couples and individual luxury buyers primarily across the US, UK, and EU.
- Company typePrivate
- Founded-
- HeadquartersLondon, United Kingdom
- Headcount—
- GTM typeB2C
- OfferingHardware or Manufacturing
What diamond's factory does
Diamonds Factory, trading as Neve Jewels Limited, is a UK-registered privately held custom fine jewelry retailer operating a direct-to-consumer model. The company sells engagement rings, wedding bands, diamond and gemstone jewelry, earrings, pendants, and bracelets, with products available in natural diamond, lab-grown diamond, moissanite, and colored gemstone variants across platinum, gold, rose gold, white gold, and silver. The core offering is made-to-order manufacturing with in-house craftsmanship, supported by a custom design service that allows customers to configure stone shape, metal type, and setting style with master jeweller guidance; typical lead times are 2-3 weeks for made-to-order pieces and 3-4 weeks for fully bespoke work, with a Last Chance in-stock range shipping in 3-5 days.
The business operates an omnichannel distribution model anchored by 22 country-specific e-commerce websites (including US, UK, Germany, France, Ireland, Canada, Australia, and UAE) and four active physical showrooms in London's Hatton Garden district, Dublin, Paris, and Berlin, with a New York location listed as coming soon. Customer acquisition runs through Instagram, TikTok, Pinterest, Facebook, YouTube, and LinkedIn social channels, supported by a DF Club email newsletter and educational content such as diamond and engagement ring guides. Sales also occur via a US toll-free phone line, live chat, and bookable video consultations with jewelry experts.
The revenue model combines one-time jewelry product sales with ancillary services: a Jewellery Care Plan subscription ($99/year or $400/5-year) covering repairs and maintenance, paid resizing beyond two sizes ($83), and rhodium plating ($83). Pricing spans under $500 for entry pieces to over $2,500 for premium engagement rings and gemstone jewelry, with active promotional pricing via discount codes. The company cites 15+ years of operation, 100,000+ customers served, and trust signals including GIA and IGI diamond certifications, London Assay Office hallmarking, National Association of Jewellers membership, and a Stop Blood ethical sourcing certificate.
diamond's factory firmographics
Firmographics- Name
- diamond's factory
- Legal name
- Neve Jewels Limited
- Website
- https://diamondsfactory.com
- Company type
- Private
- Operating status
- Operating
- Short description
- Diamonds Factory is a UK-based direct-to-consumer custom fine jewelry retailer selling engagement rings, wedding bands, and diamond jewelry through 22 country websites and four showrooms, serving engaged couples and individual luxury buyers primarily across the US, UK, and EU.
- Ownership category
- akta.pro rank
diamond's factory industry classification
Industry- Product category
- Fine Jewelry
- NAICS
- Jewelry and Silverware Manufacturing (33991), Jewelry Retailers (458310)
- SIC
- Jewelry, Precious Metal (3911), Retail-Jewelry Stores (5944)
- akta.pro primary industry
- Diamond Jewelry (CRAKAAAA)
- akta.pro secondary industries
- Bridal Diamond Jewelry (Earrings, Necklaces, Bracelets) (CRAKACAD), Synthetic/Lab-Grown Diamonds & Gemstones (Manufacturing & Trading) (CRAKAJAM), Bridal & Engagement Jewelry Manufacturing (CRAKAIAC), Fine Jewelry & Precious Metal Repair (CRAKALAA)
Keywords
Where diamond's factory is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices7 records
Markets served
diamond's factory business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Personnel, Supply Chain, Operations, Marketing or Sales, Infrastructure, Technology or R&D
Revenue model
- Jewelry Product Sales: One-time purchase of fine jewelry including engagement rings, wedding rings, earrings, pendants, bracelets, and gemstones. Products are made-to-order with typical manufacturing time of 2-3 weeks (3-4 weeks for bespoke). Also offers Last Chance/In-Stock items with 3-5 day delivery.
- Jewellery Care Plan: Optional extended protection plan covering repairs and maintenance for fine jewelry. Pricing ranges from $99 for 1 year to $400 for 5 years. Covers services like re-tipping claws, rhodium plating, stone tightening, cleaning and polishing.
- Additional Services: Charges for resizing services ($83 for resizing exceeding two sizes), replating ($83 for rhodium plating, cleaning and polishing), and jewelry valuations.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Entry-level jewelry under $500 |
| Unit Pricing | Pay-as-you-go | Mid-range jewelry $500-$2,500 |
| Unit Pricing | Pay-as-you-go | Premium jewelry $2,500+ |
| Unit Pricing | Pay-as-you-go | Last Chance/In-Stock Items |
| Subscription | Annual | Jewellery Care Plan - 1 Year |
| Subscription | Multi-year contract | Jewellery Care Plan - 5 Years |
| Unit Pricing | Pay-as-you-go | Resizing Service |
| Unit Pricing | Pay-as-you-go | Rhodium Plating Service |
Go-to-market motion1 record
Distribution channels5 records
Marketing channels8 records
diamond's factory product offering
Product offeringCore offering
Diamond's Factory is a direct-to-consumer custom fine jewelry retailer that designs, manufactures, and sells engagement rings, wedding bands, diamond earrings, pendants, bracelets, and gemstone jewelry. Products are made-to-order with in-house craftsmanship using natural diamonds, lab-grown diamonds, and moissanite set in platinum, white gold, yellow gold, rose gold, and silver. Complementary services include bespoke design consultations, jewellery valuations, resizing, and an optional Jewellery Care Plan for ongoing maintenance.
Product overview
Diamonds Factory is a custom fine jewelry retailer offering a comprehensive portfolio of jewelry products centered around engagement rings, diamond rings, wedding rings, earrings, pendants, bracelets, and gemstones. The company operates on a made-to-order basis with in-house manufacturing, offering products in natural diamonds, lab grown diamonds, and moissanite across various precious metals including platinum, white gold, yellow gold, rose gold, and silver. The core product line includes engagement rings in multiple styles (solitaire, side stone, halo, trilogy, vintage, bridal sets) and wedding rings for men and women. The company also provides complementary services including custom/bespoke jewelry design, jewellery valuations, and a Jewellery Care Plan for ongoing maintenance and repairs.
Differentiator
Problem solved
Functional benefit
Products and services
- Engagement Rings Custom and made-to-order engagement rings available in platinum, white gold, yellow gold, rose gold, and silver with natural diamond, lab-grown diamond, moissanite, yellow diamond, and black diamond stone options. Includes classic solitaire, halo, trilogy, side stone, ethereal, and bridal set designs with multiple stone shapes (round, princess, emerald, pear, oval). Targeted at engaged couples and brides-to-be.
- Diamond Rings Diamond rings in solitaire, side stone, Toi Et Moi, 3-stone, 5-stone, 7-stone, eternity, anniversary, cluster, and men's styles. Available in natural diamond, lab-grown diamond, and yellow diamond across platinum, white gold, yellow gold, rose gold, and silver. Targeted at consumers seeking diamond rings for everyday or special-occasion wear.
- Wedding Rings Wedding bands for women (plain, diamond-set, shaped) and men (plain, diamond, contemporary) in platinum, white gold, yellow gold, rose gold, and silver. Women's wedding bands start from $150-$250 range. Targeted at engaged couples for their wedding ceremony.
- Diamond Earrings Diamond earrings in stud, halo, hoop, cluster, designer, drop, everyday, men's, and gemstone styles. Available in natural diamond, lab-grown diamond, moissanite, yellow diamond, and black diamond across multiple precious metals and stone shapes. Targeted at consumers seeking earrings for daily wear or special occasions.
- Diamond Pendants Diamond pendants including solitaire, halo, cluster, tennis, chain, designer, heart, and everyday designs with gemstone options. Targeted at consumers seeking pendant jewelry for personal wear or gifting.
- Diamond Bracelets Diamond bracelets in tennis, chain, friendship, everyday, evening, bangles, and gemstone styles. Targeted at consumers seeking bracelet jewelry for personal wear or gifting.
- Gemstones Gemstone jewelry featuring ruby, emerald, sapphire, aquamarine, peridot, amethyst, and pearl set in various jewelry types (rings, earrings, pendants, bracelets). Targeted at consumers seeking colored gemstone alternatives to diamond jewelry.
- Custom Made Jewellery Bespoke jewelry design service allowing customers to design custom engagement rings and other pieces with guidance from master jewellers. Typical manufacturing time is 3-4 weeks for bespoke orders. Targeted at consumers seeking fully personalized jewelry.
- Jewellery Valuations Professional jewelry valuation services for insurance and documentation purposes. Targeted at jewelry owners needing formal documentation of piece value.
- Jewellery Care Plan Optional subscription protection plan covering repairs and maintenance for fine jewelry. Available as 1-year plan at $99 or 5-year plan at $400. Covers services including re-tipping claws, rhodium plating, chain/bracelet soldering, stone resetting, diamond resetting, cleaning, polishing, and ring sizings up to 2 sizes. Targeted at jewelry owners seeking ongoing maintenance coverage.
- Ring Resizing Resizing service for rings. Complimentary resizing up to 2 sizes within 30 days for eligible rings. Additional $83 minimum charge for resizing exceeding two sizes. Targeted at ring buyers needing size adjustments after purchase.
Companies that use diamond's factory
Customer profileNamed customers1 record
Segments3 records
Ideal customer profiles2 records
diamond's factory technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration7 records
Feature3 records
diamond's factory partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered core and minor.
- GIA (Gemological Institute of America)corePartnership for diamond certification and grading. GIA is the leading authority on diamond quality, providing grading reports that verify cut, color, clarity, and carat weight for natural diamonds sold by Diamonds Factory.
- London Assay Office (The Goldsmiths' Company)coreAll products are hallmarked by London Assay Office per UK hallmarking law. The Assay Office tests and verifies precious metal content (platinum, gold, silver) in jewelry pieces, providing consumer assurance of metal quality.
- International Gemological Institute (IGI)corePartnership for diamond and gemstone certification. IGI provides grading services for diamonds sold by Diamonds Factory.
- National Association of JewellersminorTrade association membership providing credibility and adherence to industry standards for jewelry retail.
- Jewelers Vigilance CommitteeminorCompliance partnership ensuring adherence to ethical standards and practices in the jewelry industry.
Scale indicators9 records
Recent moves6 records
Expansion highlights6 records
diamond's factory competitors and assessment
Company assessmentBroad incumbents
- Etsy: Large online marketplace where independent makers sell custom and bespoke fine jewelry. Etsy competes with Diamonds Factory's bespoke and custom design service as an alternative channel for buyers seeking unique jewelry.
- James Allen: Signet-owned online diamond jeweler with large engagement ring catalog and 360° diamond visualization. Comparable target customer (engagement-focused) and DTC delivery, but backed by a major incumbent and broader assortment.
- Signet Jewelers: Parent of Kay Jewelers, Zales, Jared, and Blue Nile — the largest specialty jewelry retailer globally. Indirect competitor through its wholly-owned DTC brands (Blue Nile, James Allen), shaping pricing and customer expectations across the category.
Direct peers
- Ritani: Online-first bridal jeweler with showrooms, offering customizable engagement rings and competitive DTC pricing. Highly comparable omnichannel model and bridal-focused catalog.
- Vrai: Lab-grown diamond DTC specialist offering engagement rings and fine jewelry direct from in-house manufacturing. Closely comparable direct-to-maker, lab-grown-led model with sustainability positioning.
- Mejuri: Direct-to-consumer fine jewelry brand focused on everyday fine jewelry and gifting, including diamond pieces and engagement rings. Comparable DTC positioning, omnichannel model (online + showrooms), and direct-from-maker value proposition.
- Clean Origin: Lab-grown diamond focused DTC jeweler offering engagement rings and fine jewelry with certifications. Direct competitor in the lab-grown segment of Diamonds Factory's catalog.
- Brilliant Earth: Publicly-traded US-based DTC fine jeweler specializing in engagement rings with both natural and lab-grown diamonds. Closely comparable business model — direct-to-consumer, custom design tools, ethical sourcing positioning, and bridal focus.
- Blue Nile: Pioneer online diamond jeweler (now owned by Signet Jewelers) selling engagement rings, wedding bands, and fine jewelry DTC. Direct competitor on customizable engagement rings and diamond jewelry, with a similar value proposition of certified diamonds at lower markups than traditional retail.
Emerging players
- Charles & Colvard: US-based DTC jeweler focused on moissanite and lab-grown gems. Overlaps with Diamonds Factory's moissanite and lab-grown product lines, particularly in bridal and fine jewelry categories.
Market position
Strengths4 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
diamond's factory social profiles
Digital presencediamond's factory compliance and trust
Trust signalCompliance6 records
diamond's factory financial estimates
Financial estimateRevenue estimate
Valuation estimate
diamond's factory leadership team
Management profileNumber of profiles
diamond's factory funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
diamond's factory M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about diamond's factory
What does diamond's factory do?
Diamond's Factory is a direct-to-consumer custom fine jewelry retailer that designs, manufactures, and sells engagement rings, wedding bands, diamond earrings, pendants, bracelets, and gemstone jewelry. Products are made-to-order with in-house craftsmanship using natural diamonds, lab-grown diamonds, and moissanite set in platinum, white gold, yellow gold, rose gold, and silver. Complementary services include bespoke design consultations, jewellery valuations, resizing, and an optional Jewellery Care Plan for ongoing maintenance.
Is diamond's factory a public or private company?
diamond's factory is a private company. It is classified as unknown and is currently operating.
When was diamond's factory founded?
diamond's factory was founded in -1.
Where is diamond's factory based?
diamond's factory is headquartered in London, United Kingdom, in the Europe region.
How does diamond's factory make money?
Three revenue lines are on record. Jewelry Product Sales are the primary driver. The others are jewellery Care Plan and additional Services.
Who are diamond's factory's main competitors?
Broad incumbents on record are Etsy, James Allen and Signet Jewelers. Direct peers are Ritani, Vrai, Mejuri, Clean Origin, Brilliant Earth and Blue Nile. Charles & Colvard is listed as an emerging player.
Does diamond's factory have an API?
No public API is recorded for diamond's factory.
What industry is diamond's factory in?
diamond's factory's product category is Fine Jewelry. Its primary akta.pro industry code is CRAKAAAA, Diamond Jewelry, with a secondary code of CRAKACAD, Bridal Diamond Jewelry (Earrings, Necklaces, Bracelets). Its NAICS code is 33991 and its SIC code is 3911.