OD's Jewellers Brand Guide: Diamonfire

1. Brand Overview / Why Diamonfire Matters

Diamonfire represents the rare meeting point of luxury aesthetics and accessibility—delivering the brilliance of diamonds without the prohibitive cost. Each piece is engineered to mimic the optical precision of a genuine diamond, with every zirconia stone cut to 57 facets—the exact geometry of an ideal-cut diamond.

At [OD's Jewellers], Diamonfire is celebrated as the affordable fine jewellery alternative—combining brilliance, durability, and craftsmanship that rivals far higher-priced brands. This is modern glamour engineered with integrity: precision-cut zirconia stones, technically exacting, and timelessly wearable.

Perfect for:

• Customers seeking diamond aesthetics without diamond prices
• Engagement placeholder rings (£100–£300 vs. £2,000+ diamond equivalents)
• Bridal accessories and wedding day jewellery
• Meaningful keepsakes symbolising enduring love at attainable prices
• Those prioritising brilliance and durability over natural stone provenance

What makes Diamonfire different:

• Burkhard Müller 1973 with 1,500 Deutsche Marks: Humble beginnings in Rülzheim, Germany
• 57-facet Ideal Cut zirconia: Hand-polished using diamond-cutting technique, measured in carat equivalents
• Laser-engraved stones: Each stone marked with Diamonfire logo for authenticity
• Triple plating (rhodium/palladium/platinum): Three-layer protection for long-lasting, tarnish-resistant finish
• Gecko UK licence 2024: 3-year agreement with full acquisition at conclusion

2. The Diamonfire Story (History & Heritage)

1973 – The Foundation

In 1973, entrepreneur Burkhard Müller from Rülzheim, Germany, ventured into self-employment with just 1,500 Deutsche Marks. He began by acquiring small silver jewellery from Pforzheim manufacturers, selling to boutiques, drugstores, and jewellery retailers as a sales agent. What started as an adventure gradually evolved into a structured collection with clear vision and identity.

1976 – International Production

Since 1976, Burkhard Müller Schmuck GmbH has relied on international production partnerships, primarily in the Far East. This allowed the company to connect quantity with quality, establishing itself as one of the most important suppliers for quantity buyers in the jewellery sector by the 1980s.

The Diamonfire Innovation

Burkhard Müller discovered a groundbreaking innovation that would define the brand: the "Ideal Cut"—a specific grinding and polishing technique traditionally used for diamonds, now applied to zirconia stones. This created one of the most exclusive synthetic stones available, with 57 hand-polished facets matching the standards of a natural brilliant-cut diamond.

The Diamonfire zirconia is measured according to the same quality criteria as a genuine diamond—purity, proportion, and colour—and is even estimated in carat equivalents.

1998–2008 – Second Generation

In 1998, Burkhard Müller's eldest daughter, Claudia Lösch, entered the business, triggering the handover to the second generation. Today, Claudia serves as managing director, overseeing order systems and goods processing.

In 2008, youngest daughter Anna-Maria Müller-Bartl joined the family business after completing her degree in International Business Economics. She now serves as managing director with responsibility for the Diamonfire brand concept, marketing, press relations, product design, and collection development.

2012 – Brand Focus & Expansion

From mid-2012, Burkhard Müller Schmuck GmbH directed company focus toward national and international marketing of the Diamonfire premium brand. The brand gained significant presence through partnerships with major German retailers including Galeria Kaufhof, with over 200 jewellers stocking Diamonfire collections.

2024 – UK Licensing & Future Direction

In August 2024, UK jewellery supplier Gecko Jewellery (founded 1991) signed a 3-year licensing agreement for the Diamonfire brand in the UK and international markets. This agreement gives Gecko control over design and marketing strategies for Diamonfire. At the conclusion of the 3-year period, Gecko will fully acquire the Diamonfire brand, marking a new chapter in its global expansion.

Today – Family Heritage Meets Modern Innovation

Burkhard Müller Schmuck GmbH remains family-managed, with Burkhard Müller continuing as strategic leader alongside his wife Hiltrud Müller (authorised signatory) and their two daughters as managing directors. The Diamonfire brand has evolved from a German market innovation to an internationally recognised name synonymous with premium zirconia jewellery.

3. Craftsmanship & Innovation

Materials & Techniques

925 Sterling Silver: Premium-grade base metal providing durability and value.

Triple Precious Metal Plating: Each piece features a sophisticated three-layer plating system:

• For Silver-Tone Pieces: Rhodium, palladium, and platinum
• For Gold-Tone Pieces: 24ct gold plating

This multi-metal protection delivers a surface finish that is hypoallergenic, nickel-free, and highly resistant to tarnish—ensuring long-lasting, high-lustre appearance.

Why this matters: Standard single-layer plating wears quickly. Diamonfire's three-layer system provides exceptional durability and preserves brilliance far longer.

"Ideal Cut" Zirconia Stones – The Hallmark of Diamonfire

• 57 hand-polished facets (matching brilliant-cut diamond geometry)
• Cut within the tolerance range of diamonds
• Light dispersion equal to that of a natural brilliant
• Measured using diamond grading criteria (purity, proportion, colour)
• Estimated in carat equivalents
• Laser-engraved with the Diamonfire logo for authenticity

Why this matters: Standard cubic zirconia is machine-cut with fewer facets and inconsistent geometry. Diamonfire's Ideal Cut delivers diamond-level brilliance at a fraction of the cost.

Design & Production

• All designs originate from the Diamonfire design team, led by Anna-Maria Müller-Bartl.
• Production is handled through long-established international partnerships, primarily in the Far East, combining volume capability with quality control.
• Each piece undergoes quality testing for metal purity, plating integrity, and stone setting precision.

Presentation & Authentication

• All jewellery delivered in luxurious velvet-lined silk boxes with coordinating gift bags
• Every piece includes a certificate of authenticity confirming carat equivalent and quality specifications
• Stones are individually laser-engraved with the Diamonfire logo, providing permanent verification of authenticity

4. Diamonfire in Culture & Events

Market Position

While Diamonfire is not positioned as a celebrity-endorsed brand, it has carved out a powerful niche within UK and European bridal and gifting culture. The brand is frequently chosen as:

• Engagement placeholder rings
• Bridal accessories
• Meaningful keepsakes symbolising enduring love at attainable prices
• Special occasion gifts (anniversaries, birthdays, graduations)

Popular Collections

The Carat Collection: Classic solitaire designs in multiple setting options (claw and bezel settings), offering the timeless elegance of diamond jewellery at accessible prices.

Royal Collection: Vintage-inspired pieces featuring coloured zirconia stones in sophisticated settings.

Glittering Soirée: Evening-wear designs with dramatic stone arrangements and statement appeal.

Bridal Collection: Specially curated pieces emphasising grace and sophistication for wedding day elegance.

Brand Philosophy

Diamonfire has built a loyal following among style-conscious customers seeking timeless sparkle over trend-driven luxury. The brand's frequent features in wedding magazines and lifestyle showcases reinforce its reputation as "the intelligent alternative to diamonds"—combining the visual impact of fine diamond jewellery with practical accessibility and ethical peace of mind.

5. Size Guides

Rings

IMPORTANT: Diamonfire rings are crafted in fixed sizes due to their multi-layer precious metal plating (rhodium, palladium, platinum or gold). Resizing is not possible as it would damage the plating and void the warranty.

Diameter (mm)	UK Size	US Size
14.0	F	3
14.9	H½	4
15.3	I½	4½
16.0	K	5¼
16.5	L½	6
17.0	M½–N	6¾
17.5	O	7¼
18.0	P	8
18.5	Q½	8½
19.0	R½	9
19.5	S½	9½
20.0	T½–U	10

How to Measure Your Ring Size at Home:

1. Wrap a piece of string or thin strip of paper snugly around the base of your finger
2. Mark the point where the two ends meet
3. Measure the length in millimetres (mm) with a ruler
4. Compare this measurement to the "Diameter (mm)" column in the chart above
5. Always round up to the nearest available size for comfort

Pro Tip: If you fall between sizes, order the larger size. Rings cannot be resized after purchase.

For comprehensive jewellery sizing guidance, see our [Master Jewellery Size Guide].

6. Care & Warranty

Diamonfire-Specific Care

Cannot Resize Rings – Triple Plating Damage: Due to the triple precious metal plating system (rhodium, palladium, platinum OR 24ct gold), Diamonfire rings cannot be resized. Any attempt to resize will:

• Damage the multi-layer plating
• Void the manufacturer warranty
• Compromise the tarnish-resistant properties

Please ensure accurate sizing before purchase. [OD's Jewellers] staff can assist with professional ring sizing.

Laser-Engraved Stone Care: Each Diamonfire stone is laser-engraved with the brand logo for authenticity. While this engraving is microscopic and invisible to the naked eye, avoid harsh ultrasonic cleaners or abrasive polishing that could affect stone surfaces.

Triple Plating Maintenance: The rhodium/palladium/platinum (or 24ct gold) triple-layer plating provides exceptional tarnish resistance. To preserve:

• Wipe with soft, dry cloth only
• No polishing agents or chemical cleaners
• Store with chains fastened to avoid tangling
• Remove before bathing, swimming, or applying cosmetics

For universal jewellery care principles, see our [Jewellery Care Hub].

Warranty

2-Year Manufacturer Guarantee from date of purchase

Coverage period: 2 years from date of purchase

Covers:

• Material defects
• Manufacturing faults

Excludes:

• Wear and tear
• Damage from misuse
• Failure to follow care guidelines

What's Required:

• Proof of purchase (receipt or invoice)
• Original certificate of authenticity
• Contact OD's Jewellers to initiate claim

At OD's Jewellers: We coordinate all Diamonfire warranty claims and repairs, handle UK-Germany logistics, and provide complimentary cleaning advice in-store.

7. FAQs

Is Diamonfire real silver?

Yes. All Diamonfire jewellery is crafted from genuine 925 sterling silver, then finished with triple precious metal plating (rhodium, palladium, and platinum for silver-tone pieces, or 24ct gold for gold-tone pieces).

Are Diamonfire stones real diamonds?

No. Diamonfire features premium cubic zirconia stones cut using the "Ideal Cut" technique—a specific grinding and polishing method that matches the 57-facet geometry of a brilliant-cut diamond. These stones are graded using the same criteria as diamonds (purity, proportion, and colour) and measured in carat equivalents, offering visually comparable brilliance at a fraction of the cost.

How do Diamonfire stones compare to diamonds?

Diamonfire zirconia stones are optically similar to diamonds, with comparable brilliance and fire. While diamonds are harder (10 on Mohs scale vs. 8–8.5 for cubic zirconia), Diamonfire stones offer exceptional durability for everyday wear and are virtually indistinguishable to the naked eye.

Can Diamonfire rings be resized?

No. Resizing is not possible and will void the warranty. The triple plating layers would be damaged by the resizing process. Rings are available in standard EU/UK sizes—please ensure accurate sizing before purchase. Visit OD's Jewellers for free professional ring sizing.

Does Diamonfire jewellery tarnish?

The triple precious metal plating system (rhodium, palladium, platinum or 24ct gold) provides excellent long-term tarnish resistance. With proper care and storage, your Diamonfire jewellery will maintain its brilliant finish for years. However, all plated jewellery will eventually show signs of wear with daily use.

Is Diamonfire hypoallergenic?

Yes. All Diamonfire jewellery is nickel-free and skin-safe, making it suitable for those with metal sensitivities. The precious metal plating creates a protective barrier between the silver and your skin.

How can I verify my Diamonfire jewellery is authentic?

Genuine Diamonfire pieces feature: laser-engraved Diamonfire logo on each stone (visible under magnification), 925 sterling silver hallmark, certificate of authenticity with carat equivalent, luxurious velvet-lined silk presentation box, and superior weight and quality compared to standard cubic zirconia jewellery.

Can I wear Diamonfire jewellery every day?

Yes. Diamonfire jewellery is designed for regular wear. However, to preserve the plating and maximise longevity, remove pieces during activities involving water, chemicals, or physical impact.

What is the difference between Diamonfire and other cubic zirconia brands?

Diamonfire's distinction lies in the "Ideal Cut" technique—stones are cut to the exact tolerance standards of brilliant-cut diamonds with 57 hand-polished facets. Combined with premium 925 silver and triple precious metal plating, Diamonfire offers superior quality and longevity compared to standard cubic zirconia jewellery.

8. Why Choose Diamonfire at OD's Jewellers

Authentic Guaranteed

Genuine Diamonfire pieces with full manufacturer warranty. Every stone laser-engraved with Diamonfire logo for permanent authenticity verification.

Complete Collections

Carat Collection, Royal Collection, Bridal pieces, and seasonal exclusives in multiple setting options.

Expert Sizing Advice

Professional assistance to ensure perfect ring fit. Remember: resizing is not possible due to triple plating—we get it right the first time.

Luxury Presentation

Every piece arrives in velvet-lined silk box with certificate of authenticity.

Aftercare Support

UK-based warranty coordination and care guidance.

Bridal Specialists

Curated selection for engagement, wedding, and anniversary occasions. Diamonfire offers diamond aesthetics at accessible prices—perfect for placeholder rings, bridal accessories, and meaningful keepsakes.

Trusted Local Jeweller

Serving St Helens and surrounding areas for over 30 years. Family-run expertise—we're here before, during, and after your purchase.

At OD's Jewellers, every Diamonfire piece is more than a purchase—it's an accessible luxury that combines diamond-inspired brilliance with lasting craftsmanship and meaningful value.

9. Links & Authority

Official Resources:

• Diamonfire Official UK Website
• Gecko Jewellery (UK Distributor)
• Burkhard Müller Schmuck GmbH (Parent Company): www.burkhard-schmuck.de

Standards & Authentication:

• UK Assay Office Hallmarking Standards
• Wikipedia: Cubic Zirconia

Shop at OD's:

• [OD's Jewellers – Diamonfire Collection]
• [Contact OD's Jewellers]
• Visit: 41 Barrow Street, St Helens, WA10 1RY

Link Placement Summary

Internal Links (6):

1. [OD's Jewellers] – Section 1 (Brand Overview)
2. [Master Jewellery Size Guide] – Section 5 (Comprehensive sizing)
3. [OD's Jewellers] – Section 6 (Professional ring sizing)
4. [Jewellery Care Hub] – Section 6 (Universal care principles)
5. [OD's Jewellers Diamonfire Collection] – Section 8 (Visit Us) & Section 9
6. [OD's Jewellers – Diamonfire Collection] – Section 9

Additional Internal Link:

• [Contact OD's Jewellers] – Section 9

External Links (2):

1. Diamonfire Official UK Website – Section 9
2. Gecko Jewellery (UK Distributor) – Section 9

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Guide Author: Chris O'Dea
Maintained By: OD's Jewellers, St Helens
Last Updated: October 2025