JEWELLERY & WATCHES
THE DIAMOND STORE
The Diamond Store is one of the UK’s leading online jewellers, renowned for fine jewellery handcrafted in recycled precious metals and set with ethically sourced natural and sustainable lab-grown diamonds. With nearly 70 years of heritage and Hatton Garden craftsmanship at its core, the brand combines timeless design with modern values — including ethical sourcing, eco-friendly materials and practices, and certified quality. From engagement rings to everyday diamonds, every piece is created to celebrate life’s most meaningful moments.
SUSTAINABILITY PURPOSE
The Diamond Store places sustainability at the heart of its ethos, proving that fine jewellery can be both beautiful and responsible. Each piece is handcrafted in recycled precious metals and set with either lab-grown or conflict-free natural diamonds, sourced in line with The Kimberley Process and The National Association of Jewellers’ code of ethics. Working only with suppliers that share its sustainability values ensures full traceability. The brand offsets 100 tonnes of carbon annually, supports Amazon reforestation, and holds Positive Luxury’s Butterfly Mark – reflecting its ongoing commitment to ethical, transparent, and environmentally conscious craftsmanship.
Established
1956
Headquarters
Hendon, London
First Certified
2025
Employees
70-100
Categories
Fine jewellery
Website
SUSTAINABILITY REPORT CARD
Click below to see the detailed breakdown of Environmental, Social and Governance (ESG) performance. The Diamond Store has been comprehensively assessed and scored against all key areas of sustainability, including impact on climate, nature and water, treatment of workers and communities as well as how ethically the business is run. Performance is assessed against international agreements, global frameworks, standards and legislation.
A WORD FROM THE CO-FOUNDER
Earning the Butterfly Mark is a deeply meaningful milestone for us at The Diamond Store. When we founded the business, our vision was to make exceptional jewellery accessible - but never at the expense of our planet or its people. This certification reflects our values and the progress we’ve made. I’m incredibly proud of our team and excited to continue leading a business where integrity, craftsmanship, and sustainability go hand in hand.”
GARY INGRAM
CRO & CO-FOUNDER
WHY POSITIVE LUXURY?
At The Diamond Store, sustainability isn’t a trend - it’s a promise. We chose to undergo Positive Luxury’s ESG+ certification because we believe true luxury should never come at the planet’s expense. The Butterfly Mark reflects our ongoing journey to do better; for people, the planet, and future generations - and to drive real change within the jewellery industry. Partnering with Positive Luxury allows us to stay accountable, celebrate progress, and give our customers confidence that every piece is made with integrity, care, and conscience.
PATHWAY TO HIGHER STANDARDS
As part of its commitment to sustainability, The Diamond Store is actively pursuing new initiatives that build upon the values recognised by the Butterfly Mark. The company’s focus includes expanding the use of recycled and ethically sourced materials, reducing its carbon footprint, and embracing circular practices. It is also committed to strengthening partnerships with organisations that promote social and environmental well-being, extending its positive impact beyond the jewellery industry. Looking ahead, The Diamond Store is dedicated to continuing innovation and setting new standards in ethical luxury, inspiring both its team and valued customers.