Diamonfire UK changes ownership to invest in future growth
June 2016 – Diamonfire, the German silver and CZ jewellery brand inspired by diamonds, has changed ownership of its UK arm, Diamonfire Ltd.
Former Diamonfire Ltd owners and distributors, SWAG Jewellers have transferred all company assets to the new distribution company formed by The Company of Master Jewellers (CMJ), following a decision by the Directors of SWAG Jewellers to focus solely on their retail businesses.
The decision has been taken following extensive discussions with Burkhard Muller, Diamonfire’s brand owner, and the CMJ.
SWAG Director Edward Ferris said: “I would like to take this opportunity to extend our sincere thanks to all our Diamonfire partners. It has been a real pleasure to do business together and I would like to recommend your new distributor for the UK. Although we are no longer the distributor, the Diamonfire brand will continue to feature in our stores.”
“Heading up the new distribution is Stephen Reece-Raybould, who has many years of experience in the distribution of jewellery and watches in the UK.
“He has been working closely with the teams at SWAG and Burkhard Muller, the brand owners, to ensure the smoothest possible transition of business.”
The CMJ has acquired all of the company’s assets including two Diamonfire UK sales representatives and the domain rights for Diamonfire.co.uk.
CMJ Group CEO, Willie Hamilton said: “As part of our 20/20 vision strategy for the CMJ Group, we are planning to significantly invest in marketing, PR and digital support for the Diamonfire brand utilising the combined expertise of our Group companies, including FACETS PR, to support all existing and new Diamonfire partners to ensure the brand’s continued growth in the UK.”
Stephen Reece-Raybould said: “With the continued support of Diamonfire’s parent company, Burkhard Muller Schmuck, we have exciting plans for Diamonfire in the UK including the launch of a new marketing campaign designed to increase consumer awareness.
“The new campaign will be available to all Diamonfire partner retailers for use in their own marketing, advertising and social media.
“We look forward to receiving any questions retailers may have about the uninterrupted continuation of supplies for both existing and new designs from the Diamonfire collection.”
Retailers can contact Stephen Reece-Raybould and the new Diamonfire distribution team on 01788 866012.