Shining Diamonds opens first London store

Independent jewellery retailer Shining Diamonds has opened its first store in London.

The store is located in the jewellery quarter of Hatton Garden, within the Holborn district of London.

Shining Diamonds started out as an online-only retailer for diamond jewellery with 20 years of international experience manufacturing and selling diamond engagement rings and diamond jewellery.

Plans to open a store were put in place as Shining Diamonds said that it found most higher value customers preferred to view the diamonds and the jewellery they are buying in-store.

Shining Diamonds also confirmed it will look to continue strengthening its online business to compliment the new walk-in store.

Harshit Jain, managing director, at Shining Diamonds, said: “Here at Shining Diamonds we’re so excited to be able to unveil our new store. There are many great opportunities for us in the pipeline. We plan to offer our online and walk-in customers a seamless and modern experience of buying diamond jewellery.

“Customers will soon be able to virtually try-on product designs that we may not have in stock. We’ll also offer an immediate bespoke design service by adding more staff that can handle the design process.

“As well as offering a maximum range of diamonds for customers to pick from, we aim to open in at least three more locations around the UK over the next five years.”