Finding sparkle in online diamonds

A Christchurch businessman is putting all his diamonds in an online basket.

Dan Joines, a former cash manager at oil giant ChevronTexaco in London, has invested $100,000 in a new website for the Polished Diamonds brand, selling diamond rings.

Buying a ring online might seem far-fetched for those who like to feel and see one before they buy it, but Joines said he was combating those issues by computer-aided design (CAD).

He could produce an exact 3D image of the ring, which clients could tweak.

More people were buying diamond rings online, especially those in isolated areas, he said.

Joines said he was targeting all ages, but his traditional customer was between 20 and 35. People could expect to spend a minimum of $1500 for a diamond ring, and there was no limit.

Joines was introduced to the business when he was trying to find a flawless diamond ring to propose to his girlfriend.

He found one on a website called Diamond Geezer and was so impressed with the service that he bought the Australia and New Zealand rights.

Four years ago he moved to Melbourne, became a certified diamond grader and began to sell diamond rings. He clocked up $1 million of sales in the first year and now has sold rings to more than 1000 clients.

He decided to branch out on his own and created Polished Diamonds, now based in Christchurch, where he grew up.

Joines designs rings to customers' specifications and has them made and valued in Canterbury.

He has more than 40,000 diamonds people can choose from and buys each stone to order direct from diamond cutters based in Israel, the United States and Antwerp. Each stone is certified by the Gemological Institute of America.

- © Fairfax NZ News