Fergus James recently scored $408,384 worth of funding from local angel investors and is planning on using the capital to target more male customers as well as the millennial generation. Fergus James is also currently seeking additional funding for their future expansion into the Saudi market.

The founder, Fergus James Appleton explains the reason behind targeting male customers saying:  “The core target audience for the business is male shoppers who want diamond engagement rings and wedding bands, but prefer a streamlined, professional and transparent experience that removes the need to visit traditional jewelry stores and haggle for prices”

Furthermore, the UAE-based diamond e-commerce Fergus James is expanding to Saudi Arabia and is expected to arrive within the next 12 months. The company formerly known as Dubai Rocks was founded back in 2012 and underwent a rebranding in recent months to become Fergus James. The story behind this change is part of the company’s new strategy to expand beyond the UAE.

“We have got plans for Saudi. It is the biggest market in the region and it is a huge opportunity especially when you look at the millennial demographic, the Saudi population,” James said.

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