UAE diamond jeweller raises funding to expand e-commerce offers

UAE diamond jeweller raises funding to expand e-commerce offers

Fergus James, formerly known as Dubai Rocks, aims to attract male shoppers with a ‘hassle-free’ online service

UAE-based diamond jeweller Fergus James has raised AED1.5 million ($408,000) in funding to expand its e-commerce operations.

Formerly known as ‘Dubai Rocks’, the company has scaled up its product portfolio and will use the funds to further its expansion in the US, UK and GCC. offers bespoke customised diamond jewellery with up to 70% cost savings on GIA certified diamonds and high quality engagement rings.

The start-up particularly attracts male shoppers with its ‘no fuss’ flexible online service, removing the hassle of visiting traditional jewellery stores to haggle for prices.

While customers can have their pieces delivered worldwide, Fergus James also boasts a design studio facility in Dubai, where designs can be viewed.

As well as their bespoke ring design services, the firm boasts over 150 designs across all price ranges on diamonds sourced from the De Beers Global Sightholder’s list of companies.

All diamonds have been subject to the Kimberly process, the United Nations’ standard for ethical diamond sourcing.

The jewellery industry has been sluggish to evolve and “off-the-shelf” offerings are becoming less appealing, according to Fergus James founder and diamond curator Fergus James Appleton.

“It can be overwhelming for men to shop for jewellery. We’ve demystified and streamlined the process by providing professional guidance and advice and supplying premium quality products at a fraction of the retail cost,” he said.

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