West End Collection merge with Global Diamond Giant

01 May 2025

Laxmi Diamond, one of India’s largest diamond companies, has made a significant investment in West End Collection, acquiring 50% ownership of its Australian operations. This strategic alliance merges the global resources and manufacturing power of a jewellery giant with the established distribution network and trusted relationships that West End Collection has cultivated over the past 23 years. Laxmi Diamond was founded in 1972 and now has offices in Mumbai, Surat, Antwerp, Bangkok, Hong Kong and New York. As a DTC Siteholder, Laxmi Diamond has access to the finest rough diamonds, ensuring that every piece of jewellery is set with premium, ethically sourced diamonds of exceptional brilliance and clarity.

A key strength the new partner brings is the ability to deliver high-quality finished jewellery at factory-direct prices. Leveraging this advantage, West End Collection has launched its innovative Custom Diamond Jewellery Portal—a platform that connects Australian jewellers directly with the factory’s design team and valuers. This allows the entire design and production process to be managed seamlessly under one roof, including CAD design, rendering, pricing, casting, setting, and finishing—all backed by local support.

Beyond one-off custom pieces, West End Collection is collaborating with select jewellers to develop their own exclusive jewellery lines, available both in-store and online.

Building on this momentum, West End Collection will unveil an exciting new extension of the portal—Omnichannel—at the upcoming International Jewellery Fair in Sydney. Omnichannel empowers jewellers to showcase sample pieces in-store that customers can try on, while offering instant, real-time pricing on various metal and diamond options.

In a major enhancement to this offering, the Georgini Jewellery Collection will also be available via the Omnichannel Portal. This means that any Georgini piece can be custom-made in gold or platinum, set with diamonds or other precious stones, with instant quotations ready to share directly with customers.