PRESS RELEASE: First-of-its-Kind Jewellery Marketplace Launches; Ready to take Social Selling by Storm

Newly launched platform iimpro is combining the best of TV and social selling with the world of luxury jewellery, tapping into a goldmine of brands, designer-makers and independent jewellers.

Emerging jewellery marketplace and social platform iimpro has launched, revolutionising how people discover and shop for jewellery, by prioritising accessible video content, influencer-powered livestreams and easy-to-shop pieces, all in one place. 

By combining the up-to-the-minute accessibility of social media shopping, with the dazzling detail of TV selling, iimpro provides designer-makers and globally known brands with an untapped connection to shoppers, via engaging video clips and ambassador partnerships. 

Its emphasis on real people, real connections and real storytelling, inspired by its founders’ experience on broadcast shopping channels, has resulted in a new kind of jewellery-specific marketplace that competes directly with big names like TikTok Shop. Just a click away, shoppers can see the pieces they love in real time, allowing them to experience how it moves, sparkles and sits, before they purchase – adding a level that online retail alone often cannot achieve.

However, iimpro doesn’t just rely on models, instead turning to social ambassadors, who can earn commission on sales, and the brand owners themselves. This also allows vendors to have easy access to talent, and means consumers can shop quickly and confidently, often directly from people they already follow on other social platforms.

The brainchild of co-founders Steven Milne and Davis Fang; Milne has more than two decades of hands-on experience in the global jewellery industry, working as an on-screen host in the UK, Australia and the USA, whilst Fang also began his career in broadcast production as a camera operator and director for shopping networks.

Milne explains: “Driving sales through storytelling is central to iimpro’s mission. We want to bring that same, trusted, human-driven experience into the world of app-based shopping. By merging my background in live selling with today’s digital habits, I believe we are helping jewellery brands thrive on a platform designed for modern, mobile-first shoppers.”

Fang continues: “As the only social commerce platform dedicated solely to jewellery, our aim is to offer a safe and trusted space for shoppers to purchase gorgeous and good quality pieces. iimpro will be the new jewellery guru in your pocket!”

Since launching in June 2025, iimpro has welcomed numerous well-known brands like Lucy Quartermaine, Lynora London, Amelia Scott Jewellery, Lilly Charmed, MOON London and Sohavi.

Speaking on her experiences with the iimpro platform so far, Lucy Quartermaine, founder of the eponymous British brand, says: “Working with iimpro has opened a fresh way for my brand to connect with customers – more personally and more visually. Social commerce feels like the natural next step for us – storytelling through short-form video lets us showcase the craft, the energy, and the meaning behind each design while reaching new audiences in a way traditional retail simply can’t.”

In addition, iimpro has just launched a livestreaming option for vendors and ambassadors, allowing for in-the-moment connections to be forged between shoppers and their favourite brands and personalities on the platform. 

Milne concludes: “We are proud to be redefining the jewellery retail experience for both shoppers and sellers- one swipe at a time.”

About iimpro 

Launched in June 2025, iimpro is a next-generation video-first jewellery marketplace designed for the way people shop today. Built around swipeable videos and influencer-powered livestreams, the app helps shoppers explore and buy jewellery through authentic, engaging content- no more flat product photos or guesswork. Since launch, iimpro has raised over £100,000 in pre-seed funding and begun onboarding some of the UK’s most exciting and trusted jewellery names, including Lucy Quartermaine, Code by Edge, Sohavi, Giuseppe Perez Jewelry, and more. 

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