DeJoria.co.uk is an exclusive online diamond jewellery, designed for the discerning jewellery buyer, and is the brainchild of John Paul DeJoria, the co-founder of Paul Mitchell haircare. (PRWEB) April 15, 2005 -- Buying precious diamond jewellery no longer means a stressful trip to the high street thanks to DeJoria.co.uk, a pioneer of on-line jewellery shopping which is designed to demystify diamonds and help educate the shopper. More than just an ‘e-tailer,’ DeJoria offers a highly personal service to provide the discerning diamond jewellery buyer with the very best quality diamonds at significantly lower prices than the high street. Recent additions to the website include a ‘Design with DeJoria’ facility whereby the client can turns their design dreams into reality. This, combined with DeJoria’s unique ‘Create Your Ring’ facility – allowing the client to choose the size and quality of the diamond to be used in their jewellery – and an extensive range of ready to wear diamond earrings, pendants and bracelets, provides the client with an unrivalled choice of top quality diamond jewellery. “The internet puts the shopper in control” explains Bruce Renny, Marketing Director of DeJoria.co.uk. “We aim to educate, explain and ensure the customer is making an informed decision with their jewellery purchase.” DeJoria.co.uk is the brainchild of John Paul DeJoria who is best known for co-creating the Paul Mitchell haircare range which is trusted by over 600,000 women in the UK. John Paul has long held an ethical stance with regards to business and all the diamonds sold by DeJoria.co.uk are assured to be “conflict-free.” In certain parts of the world where diamonds are mined, there exists a trade in illegal diamonds, usually to fund conflicts and wars. DeJoria promises to use only conflict-free gems and takes an ethical and responsible approach to sourcing gems from around the world. DeJoria also ensures that part of every diamond sale made is ploughed back into education, health and environmental projects in the countries from which the conflict-free diamonds are mined.