Creating unique designs
DUBAI ROCKS ARE CRAFTING BESPOKE PIECES OF JEWELLERY FOR CLIENTS ACROSS THE GLOBE THANKS TO THEIR COMPETITIVE PRICES AND UNIQUE ACCESS TO DIAMONDS
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.”