Vashi Wants to Redefine the Fine Jewellery Model With Custom Diamonds and Corona Beer

Vashi Wants to Redefine the Fine Jewellery Model With Custom Diamonds and Corona Beer

LONDON, United Kingdom - Shopping for diamonds at Vashi is not a typical fine-jewellery purchasing experience The brand got its start selling direct-to-consumer diamonds online in 2007 Vashi remains a minnow in the global jewellery business - its 2017 revenue of £8 million last year is less than Tiffany & Co.

sells in a single day The drive to open physical locations was partly an acknowledgment that, while online fine jewellery sales are on the rise, the majority of transactions still occur in-store Despite brick-and-mortar locations still being relatively new, Vashi sales are roughly balanced between online and in-store.

Developing the in-store model took three years, as translating the brand's online customisation service into an in-store experience proved a challenge, Dominguez said "Even if you've just come in and you want to learn about the brand, we bring you in, you can have a Corona beer or a glass of champagne," says Dominguez. . Source

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