For a number of reasons; we buy direct from the supply factories and in large quantities meaning we pay less so that we can pass these savings on to our customers. Because we buy from high up the supply chain we do not have to pay additional mark ups or margins from third parties along the way.

We also have partnerships with the largest diamond cutters and manufacturers around the world which gives us a high level of buying power. Lastly, as we trade almost entirely through our website we incur lower overheads than a retail chain as well as being able to hold a larger inventory. Both of these mean we can offer more competitive pricing.