Emerging social commerce platform iimpro has launched to revolutionise how people discover and shop for jewellery, prioritising accessible video content, influencer-powered livestreams and easy e-commerce solutions, all in one place.

By tapping into the fast-growing social commerce landscape, iimpro provides big brands and designer-makers with the tools they need to generate sales 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, Whatnot and Tilt.

Social Commerce – Next Generation Sales

iimpro combines the familiarity of social-first platforms like Facebook and Instagram with the convenience of ecommerce technology to make purchasing fine jewellery easier.

According to a 2025 report by Sellers Commerce, 91% of shopping carts from social media leads are abandoned, largely due to slow and frustrating purchasing processes. iimpro is changing this narrative by launching a commerce-centric marketplace, incorporating video demonstrations, live customer interactions and instant purchasing to bolster conversions.

Plus, it is the only social commerce platform dedicated solely to jewellery, giving vendors an alternative to jack-of-all-trade competitors like TikTok Shop, which typically have low perceived trust, inconsistent moderation and pose security concerns for shoppers.

TikTok Shop Meets QVC for Jewellery

iimpro is the brainchild of co-founders Steven Milne and Davis Fang, who identified a gap in the social commerce landscape while working for worldwide TV shopping channels.

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. Through major home shopping networks like Shop LC in the US and TJC in the UK, he has helped to generate more than US$100 million in lifetime sales by connecting with audiences.

He 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 and vendors thrive on a platform designed for modern, mobile-first customers.”

Davis Fang also began his career in broadcast production as a camera operator and director for shopping networks. Today, he has expertise in tech media and social strategy, which informs iimpro’s swipe-to-shop interface and video-led marketplace model. “My mission is to help brands and influencers partner like never before in the jewellery space,” Fang explains.

“By using iimpro, ambassadors can earn commission on sales, vendors have easy access to talent, and consumers can shop quickly and confidently. These factors are shaping social commerce into the world’s most lucrative avenue for sales.”

A Boost to Brand Performance

Since launching in June 2025, iimpro has welcomed numerous well-known brands like Lucy Quartermaine, Lynora London, and Tomm Jewellery. It has also received the unwavering support of TJC, which also expects social commerce to play an essential role in the future of jewellery sales.

By following its fuss-free onboarding process, iimpro vendors can secure all the tools needed to promote their products, including direct Shopify integration, video overlays, pre-recorded videos and access to ambassadors. Crucially, no previous video editing skills are required, which means time-poor and cash-strapped business owners need not hire studios or pay for expensive post-production services if they do not wish to.

Milne explains: “We love the authentic approach of a designer-maker filming on their phone on the way to meet a client or at the bench working on a new piece. Videos can be polished, studio-based clips or more organic moments. The important thing to us is that shoppers can hear the real stories behind creations and feel part of a genuine conversation.”

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. I first met Steven through TJC, and I love to see his passion for bringing brands to life through video. 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.”

Elsewhere, travel jewellery boxes brand Wintour has also joined iimpro to tap into social commerce. CEO and founder Sarah English says: “As a brand that was built on personal storytelling and a strong founder journey, a platform like iimpro allows me to bring that to life in a much more engaging and authentic way. It’s not just about showcasing the product, it’s about connecting with customers in a way that feels human, which is so important in today’s digital world.”

Setting the Scene for the Future

Following its successful debut, iimpro has become a Member of the National Association of Jewellers (NAJ) and is now nurturing a community of early adopters and shoppers, all of whom share a passion for jewellery and a desire to learn about new brands, fresh collections and new techniques. “Many of our earliest users are jewellery enthusiasts who have been searching for a social platform that caters to their unique interest,” Fang explains. “We cater to various jewellery styles and price points, so there is something for every type of shopper and a home for all types of businesses.”

Vendors must currently use Shopify as their ecommerce services provider to capitalise upon all the features iimpro has to offer. This ensures smooth plug-and-play functionality, so brands can see all their products listed on iimpro just as they would be on their ecommerce websites. As the platform develops, the number of integrations with third-party ecommerce providers will also increase.

In addition, iimpro will soon roll out 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 only just getting started at iimpro, so this is a great opportunity to see how social commerce can transform your digital conversions and kickstart conversations with new customers. We are proud to be redefining the jewellery retail experience for both shoppers and sellers- one swipe at a time.”

iimpro will exhibit at The Jewellery Show at Olympia London, from August 31 to September 1, 2025. Visit Stand F59 to find out more. Meetings can also be arranged with the co-founders at the Company of Master Jewellers’ Autumn Trade Event in Birmingham.

To book an appointment, please email: contact@iimpro.stream.

 

ENDS

 

For further information, exclusive quotes and interview opportunities, please contact:

Sarah Jordan
The William Agency
+44 (0)7743083268
+44 (0) 121 647 7103
sarah@thewilliamagency.com

 

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, Tomm Jewellery, Sohavi, Giuseppe Perez Jewelry, and more.

iimpro.stream

instagram.com/iimpro.stream

*Social commerce will be worth over US$130 billion in the US market by 2026, according to a report by Statista, 2025.