DIAMOND AFFAIR
from ski slopes to global boutique -
our story
In 2011, amidst the snow-capped mountains of Andorra, Greg and I met while working a ski season.
What started as a winter adventure soon turned into a lifelong partnership—in both life and business.
Returning to the UK, we channelled our shared energy into something new—launching a humble eBay shop from home. With a handful of products, a tight budget and full-time jobs elsewhere, we poured every spare moment into building a small business. This business we called Diamond Affair.
By 2012, our growing momentum led us to expand our presence by joining Notonthehighstreet. This was a major turning point that allowed us to reach a wider audience and truly showcase our collection of unique gifts and curated homeware.
Over the years, our journey as an independent brand hasn’t always been easy. We’ve navigated the highs and lows of running a business—from the uncertainty of COVID to the joy (and chaos!) of becoming parents to our two daughters. One particularly memorable (and slightly comical) moment was replying to website live chats whilst in labour with our second child. Needs must when it’s your own business!
Fast forward to 2025: we’re still a small, family-run team—but our footprint is now global. From our base in the picturesque market town of Bishops Castle, Shropshire, we pack and ship thoughtful, beautifully wrapped gifts and home décor items to customers around the world every single day.
This year marks another exciting chapter. We’ve expanded our product range to reflect growing demand and evolving trends. To support this growth, we’ve also completely revamped our website—making it faster, more stylish and easier to navigate, with a smoother checkout experience.
Right now, our focus is on developing and scaling our UK-based boutique while staying true to our roots. We’re prioritising customer-centric touches like luxury gift wrapping and the option to send directly to the recipient—making thoughtful gifting easier than ever.
While so much has changed, the soul of our business remains the same. In the early days, packing orders meant clearing the kitchen table and hand-writing every label. Today, our small but mighty team starts each morning in our warehouse with coffee in hand and pick-lists ready—carefully wrapping each parcel with the same care and love as we always have.
Our journey is rooted in love, creativity, and determination. From snowy slopes to shipping labels, we’ve built a brand that reflects our values—and it continues to evolve with every new product and every happy customer.
With love,
Sarah & Greg xxx
Founders of Diamond Affair
Thank you for being a part of our journey.
