Celebrating ten years of success


Diamond Merchants have been on bidorbuy for a whopping 10 years! If the company’s name doesn’t already give you a slight indication of what they sell, they are multinational jewellery and diamond wholesalers who offer high-quality items at a fraction of the market price. You can’t have a ten year anniversary and not celebrate, right? To mark this milestone they have decided to share a special item with us but more importantly, with you. A rare, round cut black diamond worth R425 653 has been placed on auction to mark this noteworthy occasion.

Ten years is a long time, so we decided to ask Diamond Merchants the secret to their success. Below are the answers to the questions we asked them.

1. What do you sell?

We are manufacturing jewellers that specialise in bespoke jewellery – as well as registered diamond dealers that keep a wide variety of loose diamonds in most shapes and sizes.

2. Is selling on bidorbuy your business or your hobby?

This is a full-time business. We want to give buyers personal attention and therefore we have a dedicated line for online orders. Our staff can assist with payment options, shipping options – as well as modifying orders to suit clients in terms of gold colour and resizing.

3. When did you start selling on bidorbuy and why?

This year we celebrate 10 years of sales on bidorbuy with over 10 000 sales to date. It started as a platform for us to create a loyal clientele. Since then I can say that we have our own following on the site with many repeat clients who tend to spoil their loved ones on occasions such as birthdays and anniversaries.

4. Please compare bidorbuy then and now: what has changed and what remained the same?

The site has a much better look and feel. The brand has grown tremendously and the platform is on par with the best in the world. We have a great backend system to work from with customers records and orders at a click of a button.

5. How important is it for a seller to know the products he/she is selling?

It’s crucial to know everything about the industry that you are in. Our staff keep up to date with technological advancements for the studio in terms of manufacturing. We also train staff to be able to provide in-depth diamond analysis in terms of colour, clarity and cuts. They can advise on the type of gold colour that will look good with a certain type of diamond as well as choosing a setting to put the piece together. It’s extremely complex but the end product is a reflection of this.

6. What is the biggest lesson you have learnt selling online?

I would say that the online market was severely underestimated and 10 years ago we were the only diamond company to auction off diamonds online in South Africa. The biggest lesson I have learnt I think is that in business you have to take risks to establish a presence.

7. What is the most important difference between selling diamonds online and in real life?

That would be the physical touch. Other than that, we provide all the info online and the best possible pictures we can take. Buyers can also quickly check the difference in prices when they buy online which gives an added advantage and alleviates impulsive shopping.

8. How do you promote your products?

We use all the promotional tools offered to us by bidorbuy. We use social media to launch our new designs.

9. Advice to buyers who want to buy diamonds.

Do homework on pricing and compare the same specs. Prices vary heavily between dealers. Usually, with online stores the massive retail rental savings are passed on to the customer, thus saving them a sizeable amount on their purchase.

10. What sets your company or products apart from the rest?

We sell in shows across the world from Hong Kong to Tokyo to Miami. We manufacture the latest trends and sell at a fraction of retail prices. With four divisions running under one company banner, you are sure to get the best deal around.

We at bidorbuy want to wish Diamond Merchants many more years of success. Now, let’s celebrate!