How to Sell $10,000 Diamonds Online: Lessons from BAUNAT

Dr. Niklas Richter · 2026-10-27

Selling diamonds worth thousands of dollars through a website sounds like a stretch, right? I mean, who drops that kind of cash without holding the sparkly thing first? But Steven Boelens, co-founder of Belgian diamond brand BAUNAT, saw the potential back in 2008. He started with a fully online model in an industry built on trust, exclusivity, and handshakes. Today, BAUNAT is an international jewelry brand with customers worldwide. Only about 3% of customers are from Belgium, and roughly half of sales happen online. So how do you convince people to spend big without the physical touch? In this episode of Ondernemerspraat (Entrepreneur Talk), Steven shares how BAUNAT challenges the traditional diamond sector with smart inventory, transparent pricing, and high-quality pieces made only after you order. We dig into how to judge a diamond's quality and value, and how certificates, customer reviews, and new tech boost trust in online luxury. Steven also opens up about international entrepreneurship, the differences between consumers in Europe and Asia, and his take on the future of diamonds. ### The Trust Factor: Certificates, Reviews, and Tech When you're selling a $5,000 ring to someone who's never seen it, trust is everything. BAUNAT tackles this head-on with third-party certificates that verify each diamond's specs. Customer reviews and high-res images help too. And let's not forget tech: 360-degree views, AR try-ons, and secure payment options make the online experience feel almost tangible. It's about removing doubt, one detail at a time. ### Smart Inventory, Transparent Pricing Traditional jewelers hold massive stock, which ties up cash and inflates prices. BAUNAT flipped the script: they make jewelry only after you order. This lean approach cuts costs and lets them offer transparent pricing—you see exactly what you're paying for the diamond, the setting, and the craftsmanship. No middlemen, no bloated markups. It's a model that resonates with today's savvy consumers. ### Going Global: Europe vs. Asia Steven's experience expanding internationally reveals distinct consumer behaviors. European customers tend to value understated elegance and ethical sourcing, while Asian markets often prioritize brand prestige and intricate designs. Understanding these nuances is key to tailoring marketing and product offerings. For any entrepreneur eyeing global growth, Steven's advice: listen first, adapt second. > "Don't assume your local success will translate everywhere. Every market has its own rhythm and values." – Steven Boelens ### The Future of Diamonds Lab-grown diamonds are shaking up the industry, and Steven sees both challenge and opportunity. BAUNAT stays focused on natural diamonds but embraces tech to enhance transparency and customer experience. The future? More personalization, seamless online-to-offline integration, and a continued shift toward conscious consumption. This podcast is brought to you by Creatic. We help small and medium businesses put their brand on the digital map with strong branding, thoughtful marketing, and high-performing websites. From brand strategy and visual identity to a website that delivers results—we make sure your business grows visibly and recognizably online. Curious what we can do for you? Discover more at creatic.com (nofollow).