Online jeweller opens store as high value customers prefer to see diamonds sparkle

Independent jewellery retailer Shining Diamonds has opened the doors to its first physical store. Shining Diamonds started out as an online only retailer selling quality, yet low priced diamonds However, the company decided to open a store as higher value customers prefer to view the diamonds and the jewellery they are buying. Whilst the online market is growing for classic designs for lower to average budgets, Shining Diamonds felt they were missing the opportunity to serve customers who wanted to view the fine details of complex or bespoke designs, and shoppers wanting to experience the luxury service whilst buying an expensive item Furthermore, the business felt customers prefer to see the sparkle of diamonds with their own eyes, and handpick them, rather than make these purchases online The jewellery retailer has chosen the coveted jewellery spot of Hatton Garden, London for its expansion into physical retail Shining Diamonds managing director, Harshit Jain, says: “Here. More