Social commerce isn’t slowing down. In the US alone, it’s on track to surpass US$130 billion by 2026, according to Statista. Yet for all its growth, the jewellery industry has largely been left with a choice between generic mass-market platforms like TikTok Shop — with their patchy moderation and mixed consumer trust — or traditional e-commerce setups that lack the immediacy and personality of video-led selling.

Enter iimpro — a newly launched, jewellery-only social commerce platform that blends the quick-swipe familiarity of Instagram and TikTok with the conversion power of broadcast shopping channels. Its mission? To give jewellery brands, designer-makers, and independents a high-trust, video-first space that puts craft, connection, and conversation back at the centre of selling.

From QVC to Quick-Swipe

iimpro’s co-founders Steven Milne and Davis Fang aren’t newcomers to selling jewellery live. Both cut their teeth in the high-pressure world of international TV shopping channels, where sales were driven by the host’s ability to tell a story and forge a real-time bond with the viewer.

Milne — who has fronted shows for TJC in the UK and Shop LC in the US, generating over US$100 million in lifetime sales — sees iimpro as a way to translate that trust-based model for mobile-first audiences.

“Driving sales through storytelling is central to iimpro’s mission, We’re bringing that trusted, human-driven experience into app-based shopping — a place where a customer can see the piece, hear its story, and buy it instantly.”

Steven Milne

Fang’s background in broadcast production and social strategy underpins iimpro’s swipe-to-shop interface, ambassador partnerships, and soon-to-launch livestream capabilities.

“Brands and influencers can partner like never before, Ambassadors earn commission, vendors gain ready access to talent, and customers shop quickly and confidently.”

Davis Fang

iimpro cou-founders Steven Milne and Davis Fang at The Emirates event in July

How It Works

• Video-first shopping: Every listing is built around video, from polished studio clips to informal, bench-side moments filmed on a phone.

• Seamless checkout: Currently powered by Shopify integration, ensuring products appear on iimpro exactly as they do on a brand’s own site.

• Ambassador marketplace: Linking vendors with influencers who can sell via their own iimpro channels.

• No editing barriers: Built-in tools mean sellers don’t need to outsource video production.

This focus on speed and ease addresses one of social commerce’s biggest challenges: 91% of shopping carts from social leads are abandoned (Sellers Commerce, 2025), often due to clunky checkout flows. iimpro’s goal is to cut that figure dramatically.

iimpro available now on Apple App Store and Google Play Store

Early Adopters & Industry Backing

Since its June 2025 launch, iimpro has onboarded notable names including Lucy Quartermaine, Lynora London, Tomm Jewellery, and Wintour. TJC — where Milne first honed his selling style — is also backing the platform, signalling confidence in social commerce’s jewellery-specific future.

Quartermaine describes the move as a “natural next step” for her brand:

“Storytelling through short-form video lets us showcase the craft, energy, and meaning behind each design while reaching new audiences in a way traditional retail can’t.”

Lucy Quartermaine

Lucy Quartermaine on screen selling her collections

Wintour founder Sarah English echoes this, noting that the platform is “not just about showcasing the product, it’s about connecting with customers in a way that feels human.”

Why Jewellery Needs Its Own Space

In a sea of all-category marketplaces, jewellery risks being reduced to a thumbnail in a feed dominated by fast fashion and novelty gadgets. By dedicating its platform entirely to jewellery, iimpro aims to:

• Raise consumer trust through specialist moderation.

• Build a community where every buyer is there for jewellery.

• Offer a content environment where quality, not quantity, drives discovery.

The Road Ahead

Alongside its NAJ membership and growing early-adopter community, iimpro is preparing to roll out livestream shopping — an echo of its founders’ TV roots, but adapted for the scroll-and-tap habits of modern consumers. Additional e-commerce integrations are on the roadmap to open the platform beyond Shopify vendors.

Milne is clear about the ambition:

“We’re redefining the jewellery retail experience for both shoppers and sellers — one swipe at a time.”

Steven Milne

iimpro in action on the App

The Jewels Club Take

Social commerce is no passing trend — it’s a structural shift in how people discover and buy. What iimpro recognises is that jewellery’s strength has always been in its storytelling, and video is the most direct way to tell it. Platforms like TikTok Shop might dominate on volume, but jewellery benefits from spaces built around trust, expertise, and audience alignment.

We met Steven Milne and his partner David Fang at the UK–India trade buyers event at Emirates Stadium last month, and it’s clear they are doing something fresh in the social commerce space. Their jewellery-only focus, combined with video-led selling, offers an interesting alternative for brands looking beyond the big generalist platforms.

Discover More

To explore the platform and see how it works in action, visit iimpro’s official website, where you’ll also find links to download the app via the major app stores. For those attending The Jewellery Show at Olympia London (Aug 31 – Sept 1, 2025), you can meet the team at Stand F59. Meetings can also be arranged by emailing contact@iimpro.stream.