Diamonds Factory Opens South Island Showroom
A New Kind of Jeweller Is Setting Up Shop at The Crossing
Most people don’t design their own engagement ring. They pick from what’s in the cabinet, ask the assistant a few questions, and hope the answers are the right ones. Diamonds Factory is betting that Christchurch is ready for something different — and this October, it’s opening its first South Island showroom at The Crossing to prove it.
The model is direct-from-the-maker: rather than sourcing finished pieces from a supply chain of middlemen, Diamonds Factory oversees every stage itself, from stone selection through to the final setting. Experienced specialists sit across each step, which is what gives customers the greater choice, clarity and value the brand is built on. It’s an approach with real depth behind it — the business was founded in 2008 by the Jain family, whose experience in the trade runs back four generations, and it now designs, crafts and delivers each piece directly through showrooms in London, New York, Paris, Frankfurt, Toronto, Sydney and Auckland. Christchurch will be next.
What that means in practice is customers aren’t just shopping — they’re invited into the design process. Start with one of thousands of designs, then personalise the stone, setting, precious metal and finish until it feels entirely your own, all shaped around your preferences and your budget. The showroom itself is built for that kind of exploring: a relaxed, welcoming space with no pressure to rush, stocked with natural diamonds, lab-grown diamonds and coloured gemstones across styles running from timeless solitaires to more distinctive contemporary and vintage-inspired designs.
For anyone who wants a second pair of eyes, appointments are available with the in-store team. A consultation means sitting down and genuinely comparing diamond shapes, settings, metals and finishes side by side, working through the questions that are hard to answer from a screen. It’s this pairing of expert advice with real personalisation that sets the Diamonds Factory experience apart from a standard jewellery counter.
Why Christchurch, Why Now
This opening carries weight beyond one more store on the map. It’s Diamonds Factory’s first South Island location and an important step for the brand in New Zealand, bringing its custom fine jewellery experience within reach of customers across the whole region. For anyone who’s spent time exploring the collection online, it’s also the first chance to see the craftsmanship up close and put questions to the people actually behind it.
Opening Mid-October
The showroom is expected to open in mid-October, with a confirmed date to follow soon. It arrives in a precinct built for exactly this kind of discovery; heritage facades, open laneways, a mix of local and international names all within a short walk of each other in the heart of the city.
A proposal on the horizon. Wedding rings still to choose. A milestone worth marking properly. Diamonds Factory is giving Christchurch a considered place to begin any of it — on your terms, from the ground up.