The Q2 2026 benchmarking report for UK diamond dealers has just been published. Learn how the top 11 UK diamond dealers perform across the digital space.
The latest Q2 2026 benchmarking report for UK diamond dealers has just been published. It covers 11 UK diamond dealers, including Purely Diamonds, Austen & Blake, 77 Diamonds, London Diamonds, Diamond Heaven, The Diamond Store, Diamonds Factory, Boodles, Taylor & Hart, Sacet, and Browns Family Jewellers.
The research gives an inside track on who is winning the biggest share of voice online, and quantifies the gaps, risks and missed opportunities for other diamond dealers to win brand exposure, improve technical site performance, and generate online orders. The report highlights quick wins that will improve enquiries from your online strategy and identifies the barriers that may be reducing your site’s ability to optimise digital performance.
To see a preview and contents page of the Q2 report, click here. To get a copy of the full report and the key takeaways, please complete the enquiry form or schedule a call.
For a glance into just 6 of the metrics we evaluated these top 11 diamond dealers on, check out our quick-look table below;
Continue reading for further detail on this quarter's best and poorest-performing UK diamond dealers or request a copy of the report for the full review.
The 70+ pages of research benchmarks each site based on 50+ metrics and indicators of successful digital strategy, including organic visibility, domain authority, paid media ads, conversion performance, technical performance, site speed, universal search, content, social ads, accessibility, and mobile performance.
Some of the leading players in the space are high spenders on paid media channels such as Google, Bing & Facebook - but have a poor or sub-optimal conversion improvement strategy. Without an optimised, sophisticated conversion strategy that maximises the conversion rate, the return on investment is unsustainable or will underperform. Scaling spend on paid media is not achievable unless the conversion rate delivers optimal performance in the sector. Some in the space have paid media spend levels from 30k+ per month but dedicate minimal resources and budgets to conversion testing. Given the cost per clicks on ad networks will continue to rise, we recommend spending at least 10% of your paid media budget on ongoing conversion optimisation testing schedules to ensure your paid media ROI maintains long-term viability, competitive advantage, and sustainability.
Pay-Per-Click marketing is constantly evolving, with more and more advertisers being forced to hand over a lot of control to Google's algorithms as the push for automation grows ever stronger. There are still key elements of control that we have though, the main one of these being budget which is ultimately something the algorithms can't take from you. That's why being smart with your budget and ad coverage is essential to achieving strong results and bettering what your competitors have to offer.
For Q2 2026, the average monthly budget wastage across these UK diamond dealers was £51,840 with some of the top players in the market spending a considerable amount on areas and audiences unlikely to deliver a return. We can see this in more detail when looking at the average monthly cost per cost-per-click (CPC) amongst advertisers, with the average of this metric being £5. This highlights how competitive the market is and how important it is to control your budgets effectively.
There are varying monthly ad budgets across the competitors in the report. While this gap highlights the competitive advantage that larger budgets can provide, it's not just about spending more; it’s about spending smarter. By focusing on driving efficiency in campaign management, targeting, and budget allocation, businesses with smaller budgets can still effectively compete with larger players. Investing in data-driven strategies and refining ad performance can help close the gap and maximise the return on every pound spent, enabling growth even in a competitive landscape. Relative to their spend, both Diamonds Factory and Austen & Blake reported the lowest monthly cost-per-click (CPC) at £2, and Boodles reported the highest at £10.
The report highlights the importance of budget efficiency by comparing monthly ad spend with estimated CPC in relation to your competitors, see who has the highest and lowest CPC. To maximise the effectiveness of your budget, it’s essential to focus on driving CPC down while maintaining or improving campaign performance. In this report, Browns Family Jewellers has the lowest estimate monthly ad spend at £2,010, and Austen & Blake has the highest at £1,030,000.
By optimising targeting, refining ad copy, and leveraging data to identify high-converting opportunities, you can ensure every click delivers maximum value. This approach not only stretches your budget further but also boosts your return on ad spend (ROAS), enabling you to achieve stronger results without simply increasing expenditure.
Savvy digital marketers know that having a technically sound website is an essential component of a successful fully integrated digital strategy - plus a site capable of maximising conversion performance. When customers are looking to invest in high-value items, such as diamonds, an exceptional site experience is essential for not losing trust in your brand before they can reach the item they want.
In our previous audit, Austen & Blake received the most 404 errors (49). This quarter, Austen & Blake remains the brand to watch, though they’ve since made improvements to decrease their total to 37. Custom 404 pages can only do so much to retain users. While a helpful error page may reduce frustration slightly, it’s still far better to prevent users from reaching broken pages in the first place.
When 62% of consumers are less likely to convert if they have a negative mobile site experience, ensuring that your site is quick and easy to load makes a significant improvement on your overall conversion rates. As with minimising technical errors, diamond dealers will want to ensure their site is quick and easy to use, in order to maximise buying-potential in their luxury items.
In our previous audit, Diamonds Factory was the brand to watch for mobile site speed (4). This quarter, Diamonds Factory has increased their score to 32, moving them up the leaderboard. Currently, the mobile site speed ranges between 46 and 25, with two brands in last place. Efficient mobile performance helps retain users who are browsing on the go. Whether they’re commuting or multitasking, people expect instant access, and fast sites cater perfectly to this behaviour.
Domain authority is an essential metric for measuring the effectiveness of SEO performance, and helps create a reliable overall gauge of how effective your site is at achieving organic traffic, i.e. ‘free’ traffic that isn’t gained through sponsored ads. For diamond dealers, working with a digital PR strategist will enable them to target niche opportunities to build links, in a way that fits their luxury image.
A ‘good’ DA really comes down to how your competitors are performing, however it is generally considered average between 40 and 50, good between 50 and 60, and excellent above 60. In our previous report, Browns Family Jewellers received the lowest DA score (19). This quarter, Browns Family Jewellers continues to sit at the bottom of the leaderboard, and they’ve since decreased their total to 18, suggesting they’re not following a plan to improve their DA.
A strong organic performance is strategically important as it ensures your site ranks above competitors for key, transactional keywords. When 93% of your customers won’t go past the first page of Google, your absence or lack of targeting for essential keywords will cost you conversions. Across all sectors, we are seeing brands selling luxury, or treat, items fall in traffic year on year so, diamond dealers are likely to be competing for a smaller pool of organic visitors.
Five brands reported a decrease in organic traffic on desktop, with Sacet seeing the biggest loss (-67%). On mobile, six brands reported a decrease in organic traffic, with Sacet also seeing the biggest loss (-100%) — the same as our last audit. Time of day can influence device usage patterns. Mobile traffic is often higher during commuting hours or evenings, while desktop traffic tends to peak during working hours. This creates natural fluctuations in when and how users access a website.
Google Universal Search Results is an evolving opportunity to make your pages visible on a SERP (Search Engine Results Page). Universal results often appear before traditional listings and are eye-catching for users. Universal search results refer to rankings on a SERP that are not the traditional ‘blue line’ Google link, and a brand can appear for universal search results without being strong in standard rankings. 'Image pack' results would be a useful universal search result for diamond dealers wanting to show their products directly on the SERP, while results such as 'FAQs' and 'people also ask' content can assist and build trust with buyers looking to make a one-off purchase.
Diamonds Factory continues to secure the most Universal Search appearances (9,379) — a decrease from 10,586 previously. The majority of their appearances came from ‘images’ (7,500).
Longtail keywords are often considered high intent and potentially more likely to convert as a searcher is being more specific. Optimising for longtail keywords also puts your content strategy in a strong position to rank for brand new search terms as they enter Google’s index. Diamond dealers appearing for FAQ and people also ask universal search results may find their performance is strong for longtail keywords, putting them in good stead for one-off or first time diamond customers looking for helpful information before making their purchase.
Diamonds Factory continues to secure the most longtail keyword appearances for position 3 (3,026) — an increase from 2,773 previously. Diamonds Factory also continues to secure the most appearances for positions 4–10 (5,649) — an increase from 4,445 previously. These keywords tend to align closely with user intent, which can improve the overall relevance of a page. When content matches exactly what someone’s searching for, it’s far more likely they’ll stay and explore.
With the number of Facebook users in the United Kingdom (UK) hitting over 44 million users in 2023, it is not surprising that companies have jumped at the opportunity to advertise on the social media platform. Facebook’s UK digital advertising revenue has been estimated to have breached 2.6b GB pounds in 2019.
We’ve included screenshots of Diamond Heaven’s sponsored Facebook posts. Targeting the right audience is essential for successful sponsored posts. Facebook’s advertising tools allow brands to select audiences based on demographics, interests, behaviours, and location. By narrowing down the audience to those most likely to be interested in the content, brands can improve engagement rates and make their advertising budget work more effectively.
When it comes to social media and on-site content strategies, it is important to release content that has a longer shelf life. An article is considered 'Evergreen' if it has maintained its relevancy to an audience for longer. It's great for your brand engagement, but great for Google too, who will recognise content which achieves traffic over a long period of time. Diamond dealers can create engaging content on the history of diamonds, common settings and shapes, and education pieces around technical terms used by retailers.
The Diamond Store continues to secure the most Facebook Likes (221,900) — an increase from 221,200 previously. London Diamonds continues to secure the most Instagram followers (221,500) — an increase from 218,500 previously. Both Facebook and Twitter were the most popular social media platforms of all brands. Boodles received the highest total engagement rate (6,085), and London Diamonds the highest average engagement (545).
20% of people in the UK have a disability – 2 million of which are people living with sight loss. In addition, 1 in 12 men and 1 in 200 women have some degree of colour vision deficiency. When websites are not designed to meet these needs, brands lose customer interest as they turn elsewhere. Diamond dealers will want to ensure their sites look sleek, clean, and elegant. However, diamond dealers must ensure that form is not taking priority over function, and that any aesthetic choices do not come at the cost of accessibilty.
In our previous report, London Diamonds received the most accessibility alerts (492). This quarter, London Diamonds has reduced their total to 141. Currently, the brand with the most accessibility alerts is Diamond Heaven (435). Some websites use accessibility alerts to warn users about content that may cause issues for certain individuals. For instance, flashing animations, autoplay videos, or loud sounds may trigger a notification beforehand so users can prepare or avoid the content entirely.
To get a copy of the full report, please complete the enquiry form. If you want to talk to us about accelerating your digital performance, please call us on 01543 410014 or schedule a call with Rory Tarplee.