Direct Ice

Diamond Trading Platform

Jewelry E-Commerce

CRM Integration

Agency Stock Management

Marketplace App

White-Label Websites

Direct-Ice is a technology platform for the jewellery and diamond industry, designed to support structured trading, inventory management, and digital sales workflows.

The platform is built around multiple interconnected web applications. At its core is the Agency App, which enables controlled diamond trading between agencies, centralized stock management, and structured pricing across different sales channels.

The Marketplace App extends this capability by exposing agency inventory to end customers through a unified e-commerce experience, while optional white-label websites allow agencies to present their stock under their own brand. Together, these components form an integrated ecosystem that streamlines operations, expands market reach, and supports efficient digital trading across the diamond supply chain.

Aurion Digital holds shares in this venture.

Website

Marketplace E-Commerce Website

The Marketplace E-Commerce Website is designed for end users looking to purchase diamonds and jewellery at competitive prices through a transparent digital marketplace.

By reducing intermediary costs and streamlining the sales process, the platform enables participating agencies to offer their inventory at more attractive prices. Agencies list selected products on the marketplace, competing on price and availability while the platform handles presentation and transaction flow.

End users can browse, filter, and compare products with detailed specifications and images, benefiting from lower prices driven by operational efficiency. Orders are processed through the marketplace without exposing agency identities, ensuring a consistent buying experience, customer confidence, and fair market competition.

Find your best diamond

Agencies Stock Management and Traiding Center

The Agencies Stock Management and Trading Center is an internal workspace designed for diamond and jewellery agencies to manage inventory and conduct trading operations in a structured and controlled manner.

Agencies can maintain a centralized view of their stock, including detailed item attributes, availability, and pricing. Inventory updates are reflected across connected sales channels, allowing agencies to control which items are offered to end users via the marketplace or reserved for internal trading with other agencies.

In addition to inventory management, the platform includes a dedicated trading module that enables agencies to exchange stock directly with one another. This supports collaboration, liquidity, and efficient stock movement within the industry, while preserving clear separation between inter-agency trading and end-user sales.

CRM

The integrated CRM serves as the central control layer for managing all entities, parameters, and configurations across the Direct-Ice platform. It centralizes agency profiles, users, permissions, product attributes, pricing rules, media assets, and operational settings used by the Agency App, the e-commerce marketplace, and white-label websites. Changes made in the CRM are reflected consistently across all connected applications. By consolidating administrative control into a single system, the CRM ensures data consistency, operational alignment, and efficient management of the platform’s business logic and workflows.

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