R2NET

James Allen has revolutionized the way diamonds are sold online

R2NET launched its leading e-commerce website brand, JamesAllen, based on a simple and firm commitment: To provide the highest quality bridal jewelry at an exceptional value with complete transparency.

JamesAllen (www.jamesallen.com) has changed the way diamonds are sold online. Almost every bridal retailer operates under the same basic assumption: diamonds are a commodity that can be sold online with a just a grading certificate. Not James Allen. After all, people in the industry never buy diamonds based on just a certificate – they always demand to see a diamond before they can assess it beauty and price. If experts won’t buy a diamond without seeing it first, why should customers have to?

The company was acquired by Francisco Partners in April 2017