Investment pays off for Diamond Centre Wales as turnover rises by 20% in last two years
Turnover has increased by 20% in the last 2 years at Diamond
Centre Wales, the family owned diamond merchant based in Talbot
Green near Cardiff.
A package of loans from Finance Wales and the company’s bank,
Lloyds enabled owners Kelvin and Sharon James to expand the
business they started in 2004.
In addition to improving their workshops and customer facilities,
the husband and wife also used the funding package, which included
a £70,000 loan from Finance Wales, to change suppliers, take on 2
staff and ramp up its marketing.
New marketing campaigns have increased business from existing
customers and helped the company win new corporate clients.
Growth has also been good news for the network of local craftsmen
and designers that work with Diamond Centre Wales.
Diamond Centre Wales has established a reputation for selling
high-quality, bespoke jewellery at prices up to significantly lower
than the high street while providing customers with a unique
“We’ve built our business by providing customers with
high-quality precious metals and gemstones, individual designs as
well as expert, friendly customer service. We’re passionate
about creating jewellery our customers will treasure forever and
aim to make their purchasing experience as special as possible.
“Investing in our business with the backing of Finance Wales and
Lloyds over the last two years has really paid off and Diamond
Centre Wales is now in a much stronger position. We’ve
implemented changes to key aspects of our business, such as opening
our new Diamond Lounge, which has enhanced our overall service and
really appeals to customers,” Sharon James explained.
Having spent most of their professional lives in the jewellery
industry, Kelvin and Sharon have focused on encouraging their loyal
staff. They are keen to ensure Diamond Centre Wales is in a
strong position when they eventually retire and hand over the reins
to their daughters Siantel and Kara who also work in the
They’ve also worked hard to develop the company’s responsible
business credentials and are committed to working with local
suppliers and developing local talent. They have developed a
relationship with a budding designer who has gone on to train at
the school of jewellery in Birmingham.
Diamond Centre Wales also supports numerous local charities,
including Tenovus, Breast Cancer Wales, Macmillan Cancer Support
and Childrens Therapy Centre Wales. It only sources diamonds
according to the Kimberley Process Certification Scheme which
ensures that the stones are ‘conflict-free’.
Cenydd Rowlands, Senior Investment Executive based at Finance
Wales’ Cardiff office made the original investment from the Wales
JEREMIE Fund and Portfolio Executive, Matthew Pugh has worked with
the company as they’ve implemented their development plans.
He said: “Kelvin and Sharon have a wealth of expertise and
experience and their passion and enthusiasm has been key to
building a successful business. They’ve capitalised on the
growing demand for higher-priced investment pieces and their desire
to create the perfect experience for their clients has strengthened
“They have a clear vision and knew how they wanted to expand
their business using the funding package. The changes they’ve
implemented have had a positive impact on the business and I’m
pleased to see that sales are up since they received the investment
and continue to be ahead of forecast.”
Following a successful Valentine’s Day, Diamond Centre Wales is
now looking forward to brisk Mother’s Day trade.
The Wales JEREMIE Fund is backed by the European Regional
Development Fund through the Welsh Government and the European
Investment Bank under the European Commission's Joint European
Resources for Micro to Medium Enterprises (JEREMIE) initiative.
The market for jewellery in the UK grew consistently between
2009 and 2013 and is currently worth around £3.07 billion a