If you’re planning to propose in the near future, let’s hope you’ve not bought the ring. Rudell the Jewellers in Birmingham and Wolverhampton has, this month, acquired a Portfolio of Fine Diamonds franchise, a new concept in the sale of diamond rings that is taking the market by storm and is helping jewellers compete with internet retailers. The range is available in store now.

Portfolio of Fine Diamonds is a range of premium diamond rings that retail from 750 to many thousands of pounds and all of the diamonds are certified by the most reputable independent laboratories. In addition to viewing and purchasing the rings in store, customers can browse the range online in the comfort of their own homes, reserve a ring and then try it on in store. Rudell the Jewellers is only the third jeweller in the UK to acquire the franchise, and with prices tending to be 25% less than those usually found on the high street, it will be able to compete more effectively with internet retailers.

Jon Weston, Managing Director of Rudell the Jewellers, commented: “Increased competition on the high street, together with the myriad of discount internet retailers, means that the engagement ring market is hotly contested.

“Internet retailers have long had the benefit of being able to heavily discount because they don’t have the high street overheads, but they rely on customers putting their faith in a big ticket purchase that they can’t physically see, touch or most importantly, try on. The Portfolio of Fine Diamonds model has the price advantage and also gives customers the ability to visit the store, see and purchase the ring from a family jeweller that they know and trust. The main advantage, and the key to success in my opinion, is being able to reserve the ring online and then come in and view it in the store.”

“We are really excited about stocking the range here in Rudell the Jewellers; not only does the range feature the best quality diamonds in both classic styles and the latest trends with unique mounts, which sits very well with a leading jeweller such as ourselves, but the prices are very competitive so there is sure to be something to suit everyone.”

Jon Weston continued: “Portfolio of Fine Diamonds will enable us to adapt to the changing market. We believe that by its introduction we can significantly enhance our share of the engagement ring market. Our skill is to always keep things fresh and stay ahead of the game. Portfolio of Fine Diamonds enables us to do that and gives us an edge.”