Yes. Difeee Diamond is a Hong Kong local diamond brand founded in 2011 by IT entrepreneurs Stanley Wong, operating on an O2O (online-to-offline) model. It is a certified merchant under the Hong Kong government's "Demarking Scheme for Genuine Goods" (Certificate No. 004881), and holds a Category B dealer licence for precious metals and gemstones (B-B-23-08-00918).

The Tsim Sha Tsui showroom keeps over 500 pieces of diamond jewellery and more than 2,000 GIA-certified loose diamonds in stock. Customers can book an appointment to view the actual stones before placing an order. Every natural diamond comes with a GIA certificate, and the laser inscription on the girdle can be matched against the certificate for verification.

Yes. On 7 April 2015, Difeee was named one of the "Most Popular Brands" at the "Hong Kong's Most Popular Brand 2015" awards ceremony organised by the Asian Brand Association, out of 30 shortlisted brands. Several of the brand's original designs have also won awards at the Hong Kong Design Institute (HKDI).

Roughly 30%–40% cheaper. Founder Stanley once revealed that even the "friendship price" he gave a friend for an engagement ring was already nearly 30% below market rate. By operating from an upper-floor showroom plus an online store, Difeee avoids expensive street-level rent, so a same-quality GIA loose diamond costs about 40% less than at major chain stores.

On a limited budget, follow this order: Cut > Clarity > Colour > Carat.

A 1.00ct D-colour natural diamond starts at around HK$42,900, while a 0.90ct D-colour stone stays under HK$20,000.

They are identical in chemical composition (pure carbon), hardness (Mohs 10) and refractive index (2.42) — neither the naked eye nor a standard diamond tester can tell them apart. The only differences are how they are formed and their price:

Four main collections: engagement rings (solitaire / side-stone), eternity rings, cocktail rings and anniversary rings. The engagement line is split into Classic, Side-stone and Three-stone styles. There is also the "Once" custom 3D-letter ring (3–9 letters or digits, each piece comes with a unique certificate).

Available diamond shapes: round, princess, cushion, oval, pear, marquise, radiant, heart, asscher and trillion.

• ① Search diamonds on the website by budget, shape and 4Cs
• ② A specialist calls back within 24 hours to book a showroom visit
• ③ Choose your loose diamond + setting; the in-house workshop (craftsmen with 40+ years' experience) sets the stone
• ④ Collect in-store after about 14 days; engraving, lifetime warranty and resizing included

VISA / MasterCard / UnionPay, EPS and bank transfer are all accepted. HSBC, Citibank, Bank of East Asia and Standard Chartered credit cards enjoy 6 / 12 / 18 / 24-month genuine interest-free instalments with 0 handling fee and 0 interest. American Express cards get 12 months interest-free. Example: HK$12,000 over 12 months = HK$1,000 per month.

• ① 20% buy-back upgrade: for purchases made after 1 Jan 2013, in good condition with all certificates and receipts, the full invoice is bought back at 80% within 180 days; the upgrade item must cost at least twice the buy-back value
• ② Lifetime warranty: wear-and-tear damage is repaired at cost price only
• ③ Free services: ultrasonic cleaning, setting inspection, resizing and engraving

You join automatically after a single purchase of HK$10,000 or more. Earn 50 points per HK$10,000 spent (1 point = HK$1). When you refer a friend who places an order, both of you earn the same amount of points.

Difeee Diamond is a strong fit for three types of customer:

• ① Smart buyers with a HK$10,000–30,000 budget who want a GIA-certified natural diamond for about half the chain-store price
• ② Couples who want a custom design, engraving or remodelling (in-house workshop + 2,000 loose diamonds in stock)
• ③ Cautious buyers who need instalments and lifetime after-sales support