How to Sell $10,000 Diamonds Online: The BAUNAT Playbook

Dr. Niklas Richter · 2026-10-27

Selling diamonds worth thousands of dollars online sounds like a fool's errand, right? After all, who would drop that kind of cash on a sparkly rock they can't even hold? But Steven Boelens, co-founder of Belgian diamond brand BAUNAT, saw the potential back in 2008. He started with a fully online business model in an industry built on trust, exclusivity, and personal contact. Today, BAUNAT is an international jewelry brand with customers worldwide. Only 3% of its customers are Belgian, and about half of all sales happen online. So how do you convince consumers to spend big without seeing the jewel in person? In this episode of Ondernemerspraat (Entrepreneur Talk), Steven shares how BAUNAT challenges the traditional diamond sector with smart inventory management, transparent pricing, and high-quality diamond jewelry made only after you order. We dive into how to determine a diamond's quality and value, and how certificates, customer reviews, and new technologies boost trust in online luxury. Steven also opens up about international entrepreneurship, the differences between consumers in Europe and Asia, and his vision for the future of the diamond industry. ### 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 builds that trust through third-party certificates from labs like GIA, HRD, and IGI. These certificates detail the diamond's cut, color, clarity, and carat weight—the famous 4 Cs. But certificates alone aren't enough. Customer reviews, high-resolution images, and videos help bridge the gap. Steven says technology like 360-degree views and augmented reality is changing the game. "People want to see the diamond from every angle," he explains. "We're investing in tools that make the online experience as close to real life as possible." > "Trust isn't given; it's earned. Every certificate, every review, every interaction is a chance to prove we're legit." — Steven Boelens ### Smart Inventory: Made to Order, Not Stockpiled One of BAUNAT's key innovations is its made-to-order model. Instead of keeping a massive inventory, they craft each piece only after an order is placed. This slashes overhead costs and allows them to offer competitive prices—often 30-50% below traditional retailers. It also means customers get exactly what they want, whether it's a custom engagement ring or a pair of diamond earrings. Steven credits this approach for BAUNAT's ability to scale globally without sacrificing quality. ### International Entrepreneurship: Europe vs. Asia Doing business across borders comes with its own set of challenges. Steven notes that European consumers tend to be more cautious and value transparency, while Asian customers often prioritize brand prestige and personal recommendations. "In Asia, relationships are everything," he says. "You need to build trust face-to-face, even if the sale happens online." BAUNAT tailors its marketing and customer service to these cultural nuances, which has helped them expand into markets like China and Japan. ### The Future of Diamonds: Technology and Sustainability Looking ahead, Steven sees technology playing an even bigger role. Blockchain for provenance tracking, AI for personalized recommendations, and lab-grown diamonds are all on his radar. Sustainability is also becoming a key concern for consumers, especially in the US and Europe. BAUNAT sources diamonds ethically and offers lab-grown options, which are chemically identical to mined diamonds but cost less and have a smaller environmental footprint. "The industry is changing," Steven says. "Those who embrace transparency and innovation will thrive." ### Key Takeaways for Entrepreneurs - **Trust is your currency:** Certificates, reviews, and tech tools can replace the in-store experience. - **Inventory is a liability:** Made-to-order reduces risk and costs. - **Know your market:** Cultural differences matter in international sales. - **Embrace change:** Technology and sustainability are shaping the future. This podcast is an initiative of Creatic. They help SMEs and entrepreneurs 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, they make sure your business grows visibly and recognizably online. Curious what they can do for your business? Discover more at creatic.com.