Iimpro jewellery marketplace launches in UK
Early adopters include British brands Lucy Quartermaine, Lynora London and Tomm Jewellery
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Iimpro, a jewellery-focused social commerce platform, has launched, aiming to make video-led shopping easier for brands, influencers and customers.
Founded by industry figures Steven Milne and Davis Fang, the service combines live-streaming, short videos and integrated e-commerce in a single app.
Launched in June 2025, Iimpro allows designer-makers and established brands to sell directly to customers via recorded clips, live demonstrations and ambassador partnerships.
The platform targets the fast-growing social commerce market, which is dominated by generalist operators such as TikTok Shop.
Additionally, Vendors can integrate Iimpro with Shopify, add video overlays, and use both studio-produced and informal mobile-shot clips.
Iimpro positions itself as a specialist alternative, citing “faster purchasing and higher trust” in a dedicated jewellery-only environment.
Early adopters include British brands Lucy Quartermaine, Lynora London and Tomm Jewellery. The platform has also secured backing from TV shopping channel TJC.
Milne, who has more than 20 years’ experience in television shopping channels, said: “Driving sales through storytelling is central to iimpro’s mission. We want to bring that trusted, human-driven experience into the world of app-based shopping.
“Videos can be polished or have more organic moments. The important thing to us is that shoppers can hear the real stories behind creations and feel part of a genuine conversation.”
Fang, whose background is in broadcast production and social media strategy, stated that the platform was designed to link vendors and influencers directly.
He added: “Ambassadors can earn commission on sales, vendors have easy access to talent, and consumers can shop quickly and confidently.”
Jewellery brand Lucy Quartermaine concluded: “The platform has opened a fresh way to connect with customers through short-form video. It lets us showcase the craft, the energy and the meaning behind each design while reaching new audiences.”
