Why the Name Change?
When DiamondGeezer.com launched, internet brands often embraced playful, irreverent names (e.g. Google, Yahoo, Boo.com). As the business matured into a fine-jewellery house handling high-value commissions (average sale rising from an expected £100–£500 to over £1,800 in year one and now £6,200+), the founders felt the whimsical name no longer reflected their premium offering.
About ComparetheDiamond.com
ComparetheDiamond.com is a UK-based, family-run diamond jewellery manufacturer, etailer and bespoke jewellery design studio founded by the Billing family. Their roots go back to 1968 in wholesale diamond manufacturing, with their first business-to-business diamond sourcing website launching in 1994. In January 2002 they went consumer-facing under the name DiamondGeezer.com, leveraging in-house software to aggregate listings from De Beers site-holders and offer customers transparent, competitive pricing on loose diamonds and engagement rings.
- Founders: Clive Billing (father) and Luke Billing (son), supported by an expert in-house team.
- Business model: Bespoke diamond comparison service (taking a cut from cutters rather than adding retail margin) plus award-winning, made-to-order jewellery manufacturing (using CAD and 3D printing).
- Location: Bourton Business Park, Bourton-on-the-Water, Gloucestershire, England.
- Online presence: Over 500,000+ certified diamonds listed daily; average sale now £6,200, with commissions regularly exceeding £50,000.
Timeline & Rebrand
- 1994: Launch of B2B diamond sourcing platform.
- January 2002: Consumer site launches as DiamondGeezer.com, a name inspired by British slang meaning “a really wonderful, helpful and reliable person.”
- July 2008: Appearance on BBC’s Dragons’ Den (turning down the highest-ever investment offer at that time).
- June 2018: Official rebrand to ComparetheDiamond.com.
From Sketch to Stunning Jewellery
Imagine turning that quick sketch that you scribbled on a napkin into a breathtaking, photo-realistic jewellery design—all within 24 to 48 hours. Our expert design team brings your ideas to life through a seamless process: we interpret your initial concept, craft detailed CAD models, and produce a photo-realistic video preview for your approval. The result? A unique work of art, custom-made to your vision, delivered faster and more efficiently than ever before.
Discover how our service transforms your inspirations into masterpieces—learn more on the Bespoke Jewellery page.
Today, ComparetheDiamond.com stands as one of the UK’s highest-rated online jewellers, combining direct cutter pricing, bespoke manufacturing, and a transparent, client-first approach. We like to talk to our clients.