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Our Story

Diamond Heaven Timeline

  • The Launch of Diamond Heaven

    Diamond Heaven was founded on the 26th of November 2004 with the mission to provide diamond jewellery to a larger audience via the worldwide web. We decided to base ourselves in the Birmingham Jewellery Quarter; this enabled us to work with some of the most skilled jewellery craftsmen in the country.

    Our first site was launched a short time later giving customers the chance to shop for exquisite diamond jewellery from the comfort of their own home.


    Throughout our early years we wanted to ensure our customers felt 100% comfortable with what they were buying. It was then we made the decision to open our first viewing suite. Here our customers could select the items they wished to view online; we would then have them ready and waiting on the required date.

    Due to the increase in demand our team expanded to include expertly trained jewellery consultants to ensure every question prospective customers had would be answered.

    This mix of online shopping and real life viewing opened a whole new way for customers to shop with us and laid the foundations for our future.

  • Bringing our Jewellery to you

    Reflecting on our initial years and the popularity of our viewing we still wanted to find a way for those customers who could not travel to see us to still receive the same insight as customers who could. It was at this point we decided to improve our sites interactive features.

    Our first step was to introduce interactive videos of our diamond engagement rings. This way customers could view them from a variety of angles and get more of a feel as to how the ring would look in person.


    The feedback we received for this feature was fantastic, bringing our beautiful range into our customers’ homes.

  • New Additions

    During this time we went through changes both internally and externally. With the change in customer requirements we started to stock a lot of Independently Certified Diamonds. We also made additions to our range, with new designs being added on a weekly basis.


    It was at this point we decided a change was needed. After extensive market research we embarked on re-developing our website.

  • The Re-Launch of Diamond Heaven

    In early 2010 the re-development of our website was completed. The result was a sleek, easy to use website.

    Our new site proved to be a huge success with our customers, this then lead perfectly into the next stage of our history.

    A New Home

    In late 2010 the opportunity arose for us to secure our first Diamond Heaven showroom. Due to our daily requests for viewings it made perfect sense. The building itself had been closed for around 5 years and required a lot of repairs. Never to be put off by a challenge we started our search for a shop fitter.

    Stage 1

    A lot of the fixtures and fittings in the building were in need of replacement, after appointing one of the U.K’s leading shop designers the work began.

    Stage 2

    With a blank canvas to work with we were able to design our ideal store. Everything was brand new from the display cases, the lighting and much more. We wanted to have a fresh feel from traditional jewellery stores so we opted for a more modern look.

    Stage 3

    In an amazing two months the work was completed and we were left with a stunning modern jewellery store. While we were extremely pleased our customers would ultimately have the final say.

    Our store opening proved to be a huge success. Customers could view our extensive range in person, with our jewellery experts on hand to answer any questions they may have.

    We also wanted to add something a little different to our in store experience, something customers would not have seen elsewhere. As all our diamonds are independently certified we decided to display them loose, this enables customers to view different qualities and pick the exact diamond for them. They’re also able to pick the mount they would like the diamond to be set into, giving an added personal touch to the selected piece.

    This method has proved to be a great success, adding a bit more fun to diamond shopping while also helping our customers have a greater understanding of diamonds before purchasing.

  • More Diamonds!

    Moving forward from our store opening we have invested heavily in improving our range and stock. We now stock GIA/IGI/AGI diamonds in round and princess from 0.20ct all the way up to 4.00ct. Each of these is hand sourced at only the best prices. We have a fantastic stock of fancy shape diamonds such as Cushion, Radiant and Emerald all available to view.

    We have also ventured into coloured diamonds with the launch of our highly successful yellow diamond range.

    With regularly market research undertaken we have improved our exquisite halo and bridal set engagement rings extensively.

    Continuing our commitment to educating our customers who are looking for a diamond we filmed a series of videos to help along the way.

    To date our education videos have garnered in excess of 120,000 views on our YouTube channel, proving to be a great success.

  • 2014 Hatton Garden

    With an ever increasing customer base the possibility of another showroom was inevitable, however we wanted to ensure the location would benefit any of our customers who could not reach us at our current location.

    As we are already based in one of the countries jewellery quarters it was an easy choice to locate ourselves in the prestigious Hatton Garden.

    Here we will offer an appointment based viewing service for all of our customers, with ranges of loose diamonds and beautiful setting all available.

    The Future?

    We are always looking to improve and expand our business. To keep up to date with all the latest developments follow us on one of social networks or read our blog.