Our Story

Many years ago I visited a jewellers in my local town and from the moment I walked into the shop, I had an overwhelming feeling that I was considered to be insufficiently wealthy, a feeling that made me feel quite inadequate. I now know that I was not alone in my experience and this is sadly shared by many of us, as this retail sector has a reputation for being pretentious and judgemental at times.   It often leaves us feeling quite disappointed, disempowered and not really wanting to repeat the experience anytime soon.

An investigation of the diamond jewellery industry caused me to consider whether a more ethical and environmentally friendly alternative might be possible and whether jewellery shopping in the future, could be a much different experience than most of us share today.  Following 2 years researching industry practices and the diamond supply chains, my awareness grew, and so did my passion. This journey has inspired me to bring to people a better and more truthful understanding of diamonds and the industry itself, at a time when we now look more deeply into the origins of what we purchase.

KinetIQue Jewellery was founded in 2011, which was the first form of the business and as technology improved, a retailer relationship was established with the manufacturers of the IQ Diamond, a unique and innovative engineered diamond that matched the ethos of our business.

In the early years, my children, Emily and Tom, would come home from school and see me working all the time, watching me grow the business whilst I learnt how to build a website from nothing.  Yet they were always so encouraging and supportive towards me and never complained.  In 2016, Emily decided to join me after completing her studies, which has turned into the most rewarding and humbling experience.  We have all always had the most close and understanding of relationships which has further strengthened through our joint passion to grow the business and although it’s a lot of hard work, we truly believe in what we do, and the response from our customers has been overwhelming.

The journey towards our Earth-friendly diamond business has been an organic process from humble beginnings.
It entwines several different passions, environmental and ethical good practice, the delivery of excellent customer service, but most of all ..  making people happy!

Our aim is to make every customer feel like they are our only customer!

We will never encourage you to go over your budget, or make you feel that your budget is too little.

We will never make you feel disempowered, or that you’re asking for too much.

We will always be delighted that you are purchasing jewellery from us.

We promise that we will be almost as excited about your pending engagement as you are!

elaine reffell x