.DIAMONDS Domain Extension

Why choose a .DIAMONDS domain?

Nobody buys a diamond by looking at it. To the naked eye, two stones of very different quality look alike — and the buyer knows it. What is actually being bought is a certificate, a provenance and a reputation. This is a trade built entirely on documentation, and anything that reads as serious before the first meeting counts for more here than in any other kind of retail.

The specialist jeweller

Nobody walks into a showroom now without checking it online first. The customer arrives knowing what they want and roughly what it should cost.

Certification

Carat, colour, clarity, cut, and which laboratory graded it. Those four Cs and that acronym are most of the transaction, and your site is where people learn to read them.

The engagement ring

For many of your customers this is the first significant purchase of their life and they know nothing about it. A page that explains without patronising is worth more than a gallery of retouched photographs.

The dealer and broker

Sourcing, bespoke stones, searching on behalf of a client. Your correspondents are professionals: they judge credibility before they look at stock.

Valuation and probate

Appraisal, estate valuation, resale. People arrive with an inherited stone they know nothing about, looking for somebody who will not take advantage.

What it actually changes

• The word is precise, and so is the trade. Unlike “jewellery” it covers exactly one thing — which suits a specialist.
• The plural suggests stock rather than a single stone. Useful for a dealer; less so for a goldsmith working one piece at a time.
• No registration restrictions. No membership of a grading body to show the registrar.
• It works as an email address too. valuations@harrowhouse.diamonds routes appraisal requests away from the showroom inbox.