Welcome, D2C people! Today, we're in for a treat as we sit down with Henry Pruwer , the London jeweler shaking up the diamond scene. Based in the Goldsmith Centre, right by Hatton Garden, Henry's got a front-row seat to the buzz of London's jewelry district.
In our chat, we'll dig into Henry's journey across countries, from crafting traditional diamond engagement rings in London to diving into the world of lab-grown diamonds.
We also dove deep into confusing topics like lab-grown diamonds and the applications of blockchain tech in the diamond industry.
Plus, we’ve covered how Henry's moving from the traditional to the digital (check out his website here ).
And hey, did you know that we share weekly insights from the D2C world? Subscribe to our newsletter to learn more about the stories of successful D2C entrepreneurs!
Without further ado, let me leave you with Henry's great entrepreneurial story. Sit back, relax, and enjoy!
Diamond industry from Antwerp to Africa Henry Pruwer comes from a family deeply rooted in diamonds and jewelry. He started in accounting but switched gears, spending years in Germany and Italy working with jewelry. He also delved into the diamond industry in Antwerp and explored mines in Africa. About a decade ago, he returned to London, seeing it as a big international hub compared to smaller cities like Frankfurt and Antwerp. This shift marked a new chapter in his career as he realized London offered opportunities for businesses to thrive locally and in the surrounding areas.
80% of the world’s diamonds pass through Antwerp Each country has its distinct culture and approach to business, Henry says, applicable across industries. Living and working in Germany emphasizes the value of precision and timing; people there respect details, and loyalty is paramount when delivering results.
Belgium, particularly Antwerp, boasts a unique culture, especially in the diamond industry, where about 80% of the world's diamonds pass through. Despite no diamonds being mined in Belgium, the industry thrives due to the relocation of skills. Joining this exclusive community is challenging, often requiring familial connections. The industry is populated with family businesses, similar to those adapting to the digital world.
Customer loyalty is difficult to achieve these days Noticing changes from his time in Germany, Henry sees that loyalty isn't as strong nowadays. Success depends on offering immediate value, hoping it leads to lasting relationships. But counting on loyalty is tricky with so many options and competition.
In response, Henry decided to use his skills to give a personalized experience directly to customers. Instead of going for mass marketing, he chose to be his brand—a bespoke private jeweler. This means catering to customers individually and relying on personal recommendations.
The challenge is starting and growing a business like this, as it's one-on-one and depends on referrals. Henry tackles this by focusing on building a brand known for a tailored and exceptional customer experience.
But Henry still provides a very personalized service In the past, every town, city, or neighborhood typically had a longstanding jeweler, a fixture for generations. If you sought a piece, you'd naturally go there, a place your grandparents frequented, though not always your parents. However, with the consolidation and conglomerations, this tradition has transformed. Large groups like Signet now own thousands of retail outlets, altering the landscape. The personal touch has diminished, and people are increasingly drawn to brands.
Nowadays, everyone's into brands, but finding the right spot for a specific quality or service is tough. Seeing this change, Henry stepped in to offer a personalized alternative in all those big retail conglomerates.
The blockchain technology and the diamond industry In the context of the diamond industry's constant pursuit of modern technology, particularly Blockchain, there are two key areas of application:
First and foremost is the traceability of diamonds, where Blockchain technology is increasingly utilized. The trend involves using Blockchain to identify a specific rough diamond and to meticulously trace its journey—from the mining site, possibly in Africa, to sorting in Belgium, polishing in India, trading in New York, and through various other transactions before reaching a retail store. The second goal is to empower store managers to present customers with a detailed account of their diamond's journey, essentially offering a digital footprint. This application of Blockchain aims to create a unique digital signature for each stone, ensuring its authenticity and providing customers with a tangible connection to the diamond's origin and history.
Younger generations are looking for more transparency One key aspect is appealing to a younger audience, particularly those of marriageable age, ranging from 25 to 45. The younger generation seeks assurance that the purchased product is environmentally friendly. The diamond industry has faced challenges in proving its cleanliness and proper operations over the years, combating numerous stories of improper practices. To address this in a modern and effective manner, Blockchain is considered a viable option.
Why do we buy diamonds anyways? But Henry believes people seek to purchase items that they can personally treasure for their beauty and pass on to future generations. This desire stems from a wish to possess something of value, a token of affection that holds special significance. This tradition has persisted for generations across various cultures and societies. It is common for individuals to acquire diamonds and jewelry for the sheer appreciation of their beauty, with the intention of either passing them down to descendants or presenting them as meaningful gifts.
The perception of the diamond industry Diamonds, like other luxuries, have become a symbol of affluence. In the realm of spendable currency, whether in pounds or dollars, numerous competing elements vie for attention, such as luxury tourism and cars.
For today's youth, the dynamics of marriage have shifted. The decision-making process takes longer, with engagements occurring at a later age. Amidst the noise surrounding environmental concerns and sustainability, a new factor emerges—laboratory-grown diamonds. Despite claims of equivalence, this introduces additional considerations.
As a specialist in diamonds, Henry's role is to elucidate these complexities and guide clients through the decision-making journey. The online landscape is saturated with information, leading individuals contemplating engagement to sift through a plethora of data. The abundance of information can confuse preferences and choices before even deciding on the diamond shape, size, or type of ring to select.
Lab-grown diamonds and sustainability discussions The sustainability debate remains ongoing. There appears to be a division into two distinct markets: one for natural diamonds and another for laboratory-grown diamonds. Physically, they can be indistinguishable, requiring specialized equipment for differentiation.
When examining two rough diamonds, one may be laboratory-grown, while the other is natural, with the key disparity lying in their respective values. Laboratory-grown diamonds hold a fraction of the value, and economic pressures continue to drive their value down. Despite a substantial increase in laboratory-grown diamond production, natural diamond prices have maintained relative stability over the years.
The consumer now faces a decision between a natural or laboratory-grown diamond for their ring. Natural diamonds, with their billions of years of natural formation, boast enduring value. The mining process today is highly controlled, minimizing environmental impact. Once extracted, a natural diamond retains its value and may even appreciate over time.
On the other hand, laboratory-grown diamonds, despite their aesthetic appeal, tend to depreciate rapidly, resembling throwaway items with minimal post-purchase value. While they may be considered costume jewelry, they lack the enduring quality of a natural product.
Moving to digital in 2023 Henry stresses the importance of a clear, informative website sharing his story and background details. Starting with a basic Squarespace site, he upgraded it to better inform clients about his services. The website currently serves as an info tool rather than a direct sales platform, given the prevalence of copycat tech in the diamond industry.
Understanding customers, especially for big buys like engagement rings, is crucial to Henry. He points out the emotional side, where people want something beautiful that represents their love. Looking ahead, he's considering selling products on the website. To boost his online presence, Henry uses social media platforms like Instagram, Facebook, LinkedIn, and others to reach and inform a broader audience, making it easy for potential clients to connect.
A changing audience To tackle the challenge of reaching those considering engagement, the plan is to tap into the digital space, especially with Brexit and travel changes. The strategy is about reaching customers beyond the UK and connecting with them online. Exploring digital opportunities aims to attract potential clients and build new business relationships.
Being effective in this digital landscape means adopting an open-minded approach to finding clients, moving away from traditional methods like networking and face-to-face interactions. Understanding the digital audience is crucial, given the challenge of figuring out genuine interest. As a small business owner, time management efficiency is a priority, focusing on cultivating meaningful client relationships rather than just accumulating superficial likes or followers.
Understanding the audience The main goal is understanding clients, mainly through personal recommendations, and encouraging referrals with excellent service.
Bringing this reputation into the digital world is a priority, recognizing challenges in the dynamic digital landscape.
Continuous learning is crucial in the ever-changing digital field. The strategy involves collaborating with knowledgeable individuals in the digital sphere to understand goals comprehensively and get recommendations for the best products and strategies aligned with objectives.
Digital marketing and the human element Over the years, Henry has garnered attention online, receiving offers for various services, from website building to boosting followers and enhancing SEO. He's engaged with some, only to find that these companies might be juggling multiple clients with different needs, leading to hit-or-miss outcomes.
While these companies can set up a website, it often falls short of meeting Henry's specific business requirements. From these experiences, he's learned that investments in digital ventures may not yield immediate results but are crucial for future growth.
Despite the rise of digital services, Henry values the human element in business interactions. Whether as a customer or engaging a service provider, a shared wavelength is crucial. Understanding each other's goals is paramount, and Henry values professionals who comprehend his objectives and can leverage their expertise in areas like SEO or the digital realm to align with his diamond-focused business. Harmonizing these different skill sets, in his view, is key to success in the ever-evolving digital landscape.
Social media Henry primarily focuses on Instagram, trying to maintain a more consistent presence on this platform. Additionally, he engages with Facebook, although he expresses uncertainty about its ongoing utility. LinkedIn stands out as particularly valuable for Henry, given its effectiveness in connecting him with a significant number of young professionals who often become clients.
In essence, these social media platforms, along with the company website, serve as Henry's main channels for outreach. He actively works on enhancing visibility and generating inquiries through the website, recognizing the importance of a multifaceted approach to online presence and client engagement.
Producing content Engaging with clients and showcasing the craftsmanship process is a key strategy for Henry in creating content.
I mean, just check his work here . Absolutely gorgeous!
For instance, while working on a ring for a client, he visually presents various options, highlighting nuances like diamond size, color, and clarity. The challenge lies in conveying these subtleties accurately, underscoring the preference for face-to-face interactions.
During these consultations, Henry captures images and possibly records short videos, providing ample material for future social media posts. The visual content not only documents the creative process but also serves as promotional material for the finished product. Additionally, he encourages clients, with their consent, to share engagement pictures featuring the ring on social media, recognizing this as a highly effective form of marketing. In essence, Henry leverages the tangible aspects of his craft to create compelling visual narratives that resonate with his audience.
Future Henry sees the future of his brand as closely tied to his personal identity. Despite the growing reliance on digital tools for promotion, he firmly believes that the core of his brand lies in the individual. He emphasizes the importance of using digital platforms to amplify this personal connection with a broader audience.
Recognizing the pivotal role of reputation, Henry stresses that his business depends on the quality of service and the associated reputation. In the digital realm, he views these tools as ways to underscore and enhance, rather than replace, the earned reputation. He's clear that a mere digital presence doesn't automatically translate to a reputable standing; it's about using these tools strategically to highlight and affirm the existing reputation.
For Henry, the goal is to ensure that when people discover his brand, they find online reassurance that aligns with the reality of his offerings. He uses the example of clients inquiring about not only dealing with diamonds but also crafting rings, emphasizing the need to communicate and clarify the range of services offered. According to Henry, this approach isn't unique to his business but is a fundamental aspect applicable to most businesses in today's digital age.
If you reached this point, well, thank you! Please consider following D2CVille on social media and contacting us if you’d like to be a guest in one of these podcast episodes!
And if you’re based in London and looking for an engagement ring, visit Henry’s website for an appointment!
.png)
%20(2).webp)
.webp)
.webp)
.webp)
.webp)