Started in Liverpool by Charlotte Donoghue offering just five necklaces in 2016, Say It With Diamonds is now a multi-million pound business with big ambitions. Tony McDonough reports

 

Back in 2016 entrepreneur Charlotte Donoghue ran a small venture selling candles when she decided to pivot to ‘affordable jewellery’.

Offering just five necklaces her business, Say It With Diamonds, initially took 10 orders – and then it snowballed. Charlotte began leveraging the power of Instagram even before the ‘influencer’ trend took off.

“It was literally overnight,” she told LBN. “We had an instagram competition and it just really took off. That was even before people got paid for instagram posts.”

Today, Say It With Diamonds is a multi-million pound turnover business, employing more than 20 people. It operates an outlet in upmarket Liverpool mall Metquarter and its products are also stocked in the Liverpool branch of leading fashion retailer Tessuti.

Charlotte never imagined it would get this big. She added: “I just fell into this really. We just did our own style and it just went from strength to strength and then we had people asking for different products.

“We started offering engagement rings, wedding rings, eternity rings and other items that people wanted to buy for special occasions.”

Say It With Diamonds has also prospered by fostering connections with celebrities. They have included Molly Mae Hague, Mrs Hinch, Sam and Billie Faiers, Lucy Mecklenburgh and Geordie Shore’s Marnie Simpson.

“Celebrities have been really important for our growth,” explained Charlotte. “Everyone puts everything on social media now and so many people follow celebrity accounts.”

Now Charlotte has launched a new drive to grow sales across the country. Already strong in Merseyside, Say It With Diamonds is increasing its presence in other parts of the UK. The bulk of its sales are online.

She said: “We are focusing on our ‘grow national’ strategy. We have handpicked 10 regions of the UK and we are focusing on them to grow the overall sales revenue. We want to do more business to business and see products stocked in more stores.

“A lot of the business comes from Merseyside but we are also as big in places such as London, Manchester, Leeds and Glasgow. We have a great team, our staff are amazing, and we are confident about the future.”

In August Tessuti opened its new designer clothes outlet at Liverpool ONE. Located in Paradise street the store is four times bigger than its previous location in the city centre.

Shortly afterwards Charlotte announced Say It With Diamonds would be the only Liverpool-born accessory brand to be stocked in the store. Products are available both in the shop and online.

“The Tessuti deal is brilliant and it is something we are working on to develop further in 2023. More business to business opportunities,” she added.

 

 

One of the biggest challenges faced by Say It With Diamonds, added Charlotte, is one faced by many ecommerce retailers – fulfilment. That is getting products out, on time and delivered to the doorstep.

“We are very good at getting stuff out. But what we can’t control are things such as the postage. Nine out of 10 of our complaints are delivered. But once they leave us it is out of our control.”

Charlotte says sales in 2022 are 22% ahead of the previous year with Christmas sales also ahead of last year, despite the economic downturn. She explained: “Trading is amazing right now. 

“I am aware of what is happening in the economy with household bills rising etc, but so far we haven’t seen any impact on our sales. That isn’t to say it isn’t going to change. I think 2023 will be a difficult year for businesses.

“Christmas trading has been really busy. We had a fabulous Black Friday weekend. We are always getting new stock and offering new products.

“What we offer is affordable luxury. We are primarily in the gift industry so there will always be times when people want to buy gifts for birthdays and other special occasions.”