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Over the last decade, the diamond industry has evolved on a massive scale into an extremely competitive market. Consumers have greater choice and access to more information and merchants than ever before. So how have we managed, year-on-year, to increase our customer base and expand the company, whilst keeping our low, competitive prices?
Over the past 50 years, we’ve worked hard to grow and maintain strong relationships with a global supply chain of diamond suppliers, diamond cutters and siteholders. A siteholder is a person, or company, that is responsible for a certain percentage of output from a diamond mine. They are, essentially, the first company who comes into contact with a new diamond. Wherever possible, we try and do our business directly with them and cut out a long, strained line of ‘middle-men’ who each need to make their margin of profit. This method of sourcing diamonds means that we can buy stones for you at the lowest possible price; the only way we could make our supply line shorter is by owning a mine ourselves.
In addition to buying as close to the source as possible, we buy our stock in large quantities; the largest quantities in the country for a retailer in fact. When purchasing from a siteholder like this, it gives us access to much larger discounts than any competitor. With these extremely low costs, and our reputation, it means that we sell the vast majority of our stock on a weekly basis at an extremely low margin of profit that would be unsustainable for any smaller retailer.
With this strategy for purchasing and selling, we are certain that the prices you get from us are some of the best in the world. Which is why we offer every customer our global price-match guarantee.[/vc_column_text][/vc_column][/vc_row]
