Direct-to-consumer sellers are squeezing traditional retail margins

Sellers who go straight from cutter to customer, skipping the traditional wholesale-to-retail chain, are putting real pressure on jewellers carrying higher overhead.

• A traditional path from cutter to wholesaler to retailer to customer typically adds a markup at each stage; cutting out a stage lowers the final price without necessarily lowering quality.
• Buyers increasingly compare a direct-to-consumer quote against a showroom quote for the same specification before deciding where to buy.
• Showrooms still win on in-person comparison and same-day handling, which direct sellers can't easily replicate.

We sell direct from our own stock, which is part of how we keep prices close to wholesale — browse natural and lab-grown stock to compare against any quote you've been given elsewhere.