About Friendly Diamonds
Friendly Diamonds is a New York-based lab-grown diamond jewelry company offering ethically sourced, sustainable luxury at approachable prices. With over 100,000 certified lab diamonds and more than 300 customizable jewelry designs, the brand serves environmentally conscious consumers who value transparency, craftsmanship, and personalization.
The Challenge
As a fine jewelry brand offering high-ticket items, Friendly Diamonds struggled to convert shoppers who were interested in sustainable, lab-grown diamonds but hesitant to commit due to price. Many customers, especially those shopping for engagement rings or statement pieces, paused at checkout. This made it more difficult for the brand to reach price-sensitive shoppers who valued the offering but needed greater control over how they paid.
The Solution
Affirm offered a seamless and transparent way for customers to pay over time, with no late or hidden fees. Customers are able to check if they prequalify for an Affirm loan directly on the Friendly Diamonds website, allowing them to understand their spending power early in the shopping journey, well before reaching the checkout flow. This upfront visibility helps reduce friction and gives shoppers the confidence to explore higher-value items. Then, if approved, customers have the ability to break up their costs into more manageable monthly installments, with plans up to 36 months and rates as low as 0% APR.
The Impact
Since working with Affirm, Friendly Diamonds says that Affirm has enabled them to see significant lift in key metrics:
- Higher Average Order Value: Friendly Diamonds says that transactions made with Affirm had a 20% higher average order value, as customers felt more comfortable selecting pieces that reflected their style and goals, without feeling limited by the full cost upfront.
- Strong Customer Adoption: 85% of customers offered an Affirm loan chose it—underscoring how well Affirm’s flexible payment options resonate with Friendly Diamond shoppers.
- Lift in Overall Sales: Since integrating Affirm, Friendly Diamonds says it has seen a 15–20% increase in overall sales, with Affirm cited as a key factor in converting high-intent shoppers.
“Affirm helps make the shopping experience smoother for our customers. When they can see what they qualify for upfront, it takes the guesswork out of the process and gives them confidence to move forward with a piece they love. For many of our customers, that’s a once-in-a-lifetime purchase and Affirm gives them the confidence and control to make their dream jewelry a reality.”
– Ayushi Mehta, Co-Founder at Friendly Diamonds
Learn more about Friendly Diamonds here.
Rates from 0–36% APR. For example, a $800 purchase might cost $72.21/mo over 12 months at 15% APR. Payment options through Affirm are subject to an eligibility check, may not be available everywhere, and are provided by these lending partners: affirm.com/lenders. Options depend on your purchase amount, and a down payment may be required. For licenses and disclosures, see affirm.com/licenses.
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