Tierra Diamond: From high-end boutique to strategic chain of stores in two centers

VTV.vn - The jewelry industry is entering a period of intense competition, the appearance of Tierra Diamond at 40 Hue Street (Hanoi) and Phu Dong Six-Way Intersection (Ho Chi Minh City) has created special attention.

For many, this is a bold move for a Vietnamese brand to be present in two locations with the most expensive rents in the market. But for Tierra, this is not an "all-in" move, but a calculated move - prepared for more than a decade, part of a disciplined and planned expansion strategy.

Tierra Diamond's 15th branch at Phu Dong Roundabout

Tierra Diamond currently owns 15 stores nationwide , gradually affirming its role as a Vietnamese jewelry brand with a clear positioning in the high-end segment. However, quantity is not the ultimate goal. For many years, Tierra's leadership has chosen to develop according to the boutique model - small in scale, not ostentatious in frontage, but deeply refined in process, standards and experience. This is the period when the brand prioritizes testing, perfecting, and establishing the most important foundations: transparency, personalization and modern minimalist aesthetics.

For many years, Tierra has chosen to develop according to the boutique model - small in scale, without ostentatious facades, but with deep refinement in processes, standards and experiences.

When the boutique model has reached maturity, when customer data is thick enough and the operating system is stable enough, Tierra begins to enter the transition phase to a chain. But not a mass-market chain - but a highly recognizable premium chain , each store acts as a "brand anchor", reinforcing trust and enhancing the customer experience. The presence in two central locations in Hanoi and Ho Chi Minh City is therefore not only visual, but also demonstrates a long-term vision: building iconic, inspiring and setting new standards for the industry.

Tierra Diamond at 40 Hue Street - one of the most expensive streets in Hanoi

Tierra’s leadership team recognizes that the jewelry industry is not a “one-time” industry. Customers return again and again for upgrades, exchanges, or warranties. Therefore, the “trust bases” at the center help customers feel the stability and long-term commitment of the brand. This is the fundamental strategy that helps Tierra position itself as a Vietnamese brand that can compete on equal terms with international standards.

It is noteworthy that despite opening a chain, Tierra still maintains its distinctive boutique spirit. The new showrooms do not pursue ostentation, but prioritize simplicity, natural light and open space - factors that help customers feel more clearly the quality of products and the sophistication of service. Instead of showing off, Tierra chooses to create a new standard of experience: high-class, private and consistent across the system. Thanks to the early development of the O2O (online to offline) technology platform, customers can start their journey online, experience offline and continue the service at any other store without any interruption of information. The unified data system ensures that each customer is correctly identified - with the right needs, the right behavior, and the right interaction history.

Despite opening a chain, Tierra still maintains the boutique spirit: minimalist design, respect for natural light and luxurious open space.

The arrival of prime locations in 2025 actually marks a period of acceleration for Tierra. With 15 stores now, the brand is aiming to build 100 premium stores nationwide in the next five years – but it still maintains its philosophy of disciplined expansion: each store must be a strategic touchpoint, not a box to be “filled in on the map”. The speed of expansion is accompanied by strict standards of design, operation, and experience – rather than sacrificing quality for quantity.

Overall, Tierra Diamond’s journey to the big city is not an emotional breakthrough, but a natural continuation of a long-term strategy. From boutiques to build the foundation, to the chain stage to enhance recognition, from O2O to protect a consistent experience, to central locations to strengthen trust – every step is closely connected.

With the leadership team's determination and a clear vision of building a Vietnamese jewelry brand that reaches international standards, Tierra Diamond is following its own path: quiet but sure, less ostentatious but full of courage , and especially putting customer trust at the heart of every decision. The goal of 100 premium stores is not only an ambition to expand scale, but also a strong affirmation that Tierra chooses a long-term journey - the journey of building a Vietnamese brand with a sustainable position for many decades to come.

Established in 2016, Tierra Diamond is a natural diamond jewelry brand that pursues international standards, focusing on design and sophisticated craftsmanship. As of November 2025, Tierra Diamond has 15 branches nationwide, meeting the diverse needs of shopping for wedding rings, engagement rings, and high-end natural diamond jewelry for young people. With the strength of bespoke jewelry design at reasonable prices, Tierra is the brand chosen by many couples recently.

Source: https://vtv.vn/tierra-diamond-tu-boutique-cao-cap-den-chuoi-cua-hang-chien-luoc-o-hai-trung-tam-100251123184447196.htm