Cre­at­ing unique de­signs


Virtuozity - - Handmade -

WHEN BRI­TISH EX­PAT FER­GUS Ap­ple­ton’s part­ner lost her en­gage­ment ring, the prop­er­ties man­ager was for­tu­nate enough to know some jewellers in Dubai who had work­shops in the coun­try. Then, with­out any great knowl­edge of di­a­monds and with­out much re­search, he pur­chased a re­place­ment ring and was per­fectly happy with the price. How­ever, it sparked an idea that went on to be­come an ob­ses­sion.

Hav­ing dis­cov­ered that he made a sig­nif­i­cant sav­ing and af­ter weeks of in­tense re­search, Fer­gus started up the com­pany Dubai Rocks. The idea was to pro­vide cus­tomers with easy ac­cess to di­a­monds and for them to be able to cus­tomise ev­ery as­pect of their pur­chase.

In the same way a be­spoke tai­lor will have ac­cess to ev­ery fab­ric, colour and be able to pro­duce the per­fect cut, Dubai Rocks works with the client to pro­duce a unique prod­uct.

Now the com­pany has ac­cess to more than 2 mil­lion GIA cer­ti­fied di­a­monds and is able to pro­duce one-off pieces whether a cus­tomer is spend­ing as lit­tle as $500 or as much as $5 mil­lion.

“I have al­ways been en­tre­pre­neur­ial and af­ter re­al­is­ing that I was mak­ing a sub­stan­tial sav­ing from buy­ing in Dubai, I be­came ob­sessed with learn­ing ev­ery­thing I could about the di­a­mond in­dus­try,” ex­plains Fer­gus.

“That has not stopped and I went from be­ing a novice to spend­ing count­less house re­search­ing ev­ery­thing about di­a­monds. Now I am able to ad­vice cus­tomers and pass on in­for­ma­tion so they don’t have the stress of read­ing about the sub­ject.”

De­spite pro­duc­ing high-end prod­ucts that are hand-crafted and com­pletely be­spoke, the com­pany is still able to proudly state that they are cheaper than the com­pe­ti­tion. In fact, they will even point a client in the di­rec­tion of sim­i­lar com­pa­nies in or­der to prove their point.

“We sell GIA cer­ti­fied di­a­monds and then we pro­vide clients with a list of five com­pa­nies sell­ing ex­actly the same, so they are able to com­pare the prices,” says Fer­gus. “We give them the abil­ity to check ev­ery­thing we are say­ing so a cus­tomer knows they are get­ting the best deal pos­si­ble.”

Em­ploy­ing a tal­ented team of skilled Artisans, the com­pany are able to pro­duce hand-drawn sketches in or­der to show

of the need to pro­duce jew­ellery that is unique. While walk­ing into a store you are likely to have a lim­ited num­ber of styles and di­a­monds to choose from, with Dubai Rocks the op­tions are un­lim­ited.

“To put it into per­spec­tive, most stores will have 150 di­a­monds tops. We have ac­cess to more than two mil­lion glob­ally. So what­ever some­one wants, and how­ever much their bud­get, we can match their need,” says the Brit.

Such has been the suc­cess of the busi­ness that Fer­gus is now plan­ning to ex­pand and open his first store. He hopes to show­case the hand­crafted na­ture of the busi­ness and demon­strate how each prod­uct is more like a work of art.

Tak­ing in­spi­ra­tion from fel­low Dubaires­i­dent and MB&F founder Max Busser, who cre­ates ‘me­chan­i­cal art’ with his watches and opened the M.A.D gallery in Al Serkal Street to show­case his cre­ations, Fer­gus is also plan­ning to open his own shop.

“We are try­ing to get it into a retail con­cept and still give peo­ple that same value,” he ex­plains. “We are still look­ing at be­spoke items, but ex­pand­ing to cufflinks, ten­nis bracelets, tie clips – es­sen­tially any­thing the client could pos­si­bly want.”

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