The Diamond King: From Diamonds to Underfloor Heating with Ben Stinson

eCom Sessions

In this episode, we chat with Ben Stinson > https://www.linkedin.com/in/benstinson2/
You'll struggle to find someone with more eCom Marketing experience in the Diamond Industry than Ben.
We discuss:
- How Ben approaches seasonality marketing
- What's the difference when managing up to Founders vs Directors
- Wtf is going on with Hatton Gardens
- The impact of showrooms on eCommerce and how to approach tracking
- When it comes to diamonds and a traditional male-female relationship - Are you marketing to males or females? And how this has changed over the years to same-gender marriage and less stereotypical roles in relationships.
- How do you approach marketing in a niche that is so luxurious and high-end, yet there's no need for a real significant brand presence in comparison to fashion
- How did he approach moving from marketing high-end Diamonds to something incredibly functional like Underfloor Heating
- How does Ben approach helping his team to manage up and get buy-in from senior directors and founders
- We also discuss Ben's advice for scaling and growing in the Australian market (he's an Aussie)

Episode Description

In this episode of Ecom Sessions, hosts Sam and Jake sit down with Ben Stinson, a veteran eCommerce marketer who’s spent over six years growing diamond jewelry brands—and even took a detour into underfloor heating. Ben reveals how he balances luxury brand marketing with high-intent buyers, why Hatton Garden is its own world of haggling and diamonds, and the ROI of showrooms for boosting both online and offline sales.

You’ll also hear Ben’s approach to managing up—from dealing with founders in lean startups to reporting numbers in large, private equity–backed organizations. Plus, he shares tips on using CRM and loyalty programs to drive repeat business, tackling seasonality marketing, and navigating Australian eCommerce expansion. If you’re curious how to future-proof a niche eCom brand, juggle profit vs. growth, or optimize a custom Magento build, this conversation is a must-listen.

Tune in for practical insights on scaling luxury eCommerce, leveraging content and brand presence, and keeping the customer experience at the heart of every decision.

Brought to you by NOVOS – the first organic growth agency for eCommerce brands, specializing in SEO, CRM, and PR. Learn more at thisisnovos.com.