For most jewellers, the hardest part of an online sale isn’t attracting the customer — it’s keeping them confident enough to complete the purchase.
Engagement rings, diamond earrings, anniversary pieces: these are “landmark buys”, often accompanied by hesitation. What if it breaks? What if it’s lost? Those last-minute concerns can tip a basket into abandonment.
The Diamond Store, one of the UK’s leading online jewellers, knew this first-hand.
For over a decade, they’d offered insurance after the sale, with moderate success. But CEO Gary Ingram always felt the timing was off. “People had already paid and moved on,” he explained. “It was never as effective as it could be.”
That changed when The Diamond Store integrated cover directly into its checkout, powered by Assetsure’s embedded insurance. Instead of a follow-up email, customers now see a simple tick-box when finalising their purchase. The result? Immediate uplift.
Within the first month, 7% of customers opted in for cover — a dramatic multiplier on the post-sale model.
Gary expects this figure to rise further: “I believe one in ten sales could include cover as customers become more familiar with it,” he says. “Insurance works because jewellery makes people nervous. Now we’re addressing that concern at the right moment — and customers are responding.”
The benefits go beyond revenue. Embedded insurance has eased customer service too. “If a customer damages a ring, we no longer get into debates over fault. They just say, ‘I’ve got insurance,’ and Assetsure deals with everything else. No friction, no stress.”
For retailers, the lesson is clear: offering cover in the moment doesn’t just reassure customers — it creates a new income stream, while introducing hands-free post purchase care to their online offering. And because the policies are standalone, they don’t affect a customer’s contents insurance.
The Diamond Store’s experience shows that embedded cover isn’t an abstract idea. It’s a live, proven solution that’s reducing cart abandonment, increasing customer confidence, and creating fresh profit channels for jewellers.
For any retailer wondering whether to try it, Gary’s advice is simple: “It’s one tick-box. Add it, and keep the customer.”
To explore how embedded insurance could work in your online store, visit assetsure.com/embedded-insurance-b2b to book a call with our integration team today.
