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. . More