Southport-based diamond-dealing duo disrupt the jewellery industry this Valentine’s Day…

With Valentine’s Day fast approaching and loved-up partners frantically searching for the perfect last-minute gift on a budget, Southport-based luxury online diamond jewellery retailer We Love Diamonds is causing a stir in the industry, having launched an exclusive range of stunning, natural diamond jewellery at trade prices.

We Love Diamonds set themselves apart from traditional high-street and online diamond jewellery retailers by shunning the usual hefty industry mark-ups in favour of a high-quality range at affordable prices – providing customers with below-market value, trade prices and a commitment to only using ethically sourced, GIA graded, natural diamonds.

While flowers and chocolates might seem the obvious choice to express appreciation for your beloved, research has shown that jewellery ranked as the third preferred option for 14th February in 2020* – with consumers splurging over $5.8 billion in sparkling gifts**.

We Love Diamonds is already challenging industry norms and prides itself in saying a firm no to plated jewellery, lab-made diamonds and Russian diamonds – all of which they have publicly spoken out about in their popular and straight-talking blog.

The brainchild of Southport-based serial entrepreneur Dylan Pemberton, an expert in scaling global businesses, and business partner Nigel Short, a globally respected master jeweller and artisan diamond jewellery designer with over 30 years’ experience and heavyweight contacts at the very top of the industry; the pairing (who share a lifelong friendship) have joined forces with the aim of challenging the status quo of the traditional high-street and online diamond jewellery retailers and excessive profiteering, in favour of providing fair, trade pricing, with the focus instead being on repeat business and customer loyalty.

Commenting, Dylan Pemberton, CEO and Co-Founder of We Love Diamonds said:

Our starting point is we love diamonds. It’s in our name.  Buyers want the most precious of gems to treasure, but for something with such inherent and rare beauty, value and allure, we see the industry-wide problem as being greed and a general disdain towards customers.

“We see so many competitors presenting artificial, fake, lab-made diamonds (with no resale value and zero romantic appeal) as an ‘affordable’ alternative to the real deal, or promoting plated low grade jewellery at exorbitant prices and typically using misleading CGI enhanced images. 

“Real is indeed rare, and luxury diamond jewellery has a defined price, but we want to make that price better aligned with reality and shift the paradigm to providing transparency, better value and great service without compromising on quality. 

“We are dramatically bridging the gap between high-quality diamond jewellery and fair market prices and are doing so without compromise. While we’re not yet the biggest, everything we create and sell is priced fairly and backed up by a raft of value-adds, guarantees, flexible payment options, and customer-focused service. 

“We want to build long-standing relationships with consumers which reward them for loyalty and give them a compelling and attractive alternative to what they currently experience in the retail world.

For those looking for inspiration or even considering a romantic Valentine’s Day proposal, We Love Diamonds has showcased a range of gift suggestions along with helpful blogs on all the latest engagement ring trends, Valentine’s Day Offers, and why lab diamonds are a con on their website.

To find out more, visit 

*Statista 2020

**NRF research



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