For many, it’s a bold move for a Vietnamese brand to occupy two of the most expensive retail locations in the market. But for Tierra, this isn’t a gamble—it’s a calculated step, meticulously planned over a decade, part of a disciplined and phased expansion strategy.
Tierra Diamond now operates 15 stores nationwide, steadily establishing itself as a premium Vietnamese jewelry brand with a clear positioning in the high-end segment. However, quantity isn’t the ultimate goal. For years, Tierra’s leadership has focused on a boutique model—small-scale, understated storefronts, with deep refinement in processes, standards, and customer experience. This phase prioritized experimentation, perfection, and the establishment of core values: transparency, personalization, and modern minimalist aesthetics.
For years, Tierra has embraced a boutique model—small-scale, understated storefronts, with deep refinement in processes, standards, and customer experience.
Once the boutique model matured, with robust customer data and a stable operational system, Tierra transitioned to a premium chain model. Each store acts as a “brand anchor,” reinforcing trust and elevating customer experience. Its presence in prime locations in Hanoi and Ho Chi Minh City isn’t just symbolic—it reflects a long-term vision to create iconic experiential spaces, inspiring and setting new industry standards.
Tierra Diamond at 40 Pho Hue—one of Hanoi’s most expensive streets.
Tierra’s leadership understands that jewelry isn’t a one-time purchase. Customers return repeatedly for upgrades, exchanges, or maintenance. Prime locations build trust, assuring customers of the brand’s long-term commitment. This strategy positions Tierra as a Vietnamese brand capable of competing globally.
Despite expanding, Tierra retains its boutique essence. New showrooms avoid ostentation, prioritizing minimalism, natural light, and open spaces—elements that highlight product quality and service sophistication. Instead of flashy displays, Tierra crafts a new experience standard: premium, private, and consistent across its network. Its early adoption of O2O (online-to-offline) technology allows customers to start online, experience offline, and continue seamlessly across stores. A unified data system ensures each customer is recognized accurately—their needs, behaviors, and interaction history.
Even as a chain, Tierra preserves its boutique spirit: minimalist design, natural light, and luxurious open spaces.
Tierra’s 2025 expansion marks an acceleration phase. With 15 stores, the brand aims for 100 premium locations nationwide in five years—but with discipline. Each store is a strategic touchpoint, not just a map marker. Expansion speed is matched by strict design, operation, and experience standards, never compromising quality for quantity.
In essence, Tierra’s move to prime locations isn’t impulsive—it’s the next chapter in a long-term strategy. From boutique foundations to chain elevation, O2O consistency, and trust-building locations, every step is interconnected. With steadfast leadership and a vision for international standards, Tierra Diamond charts its own path: less noise, more substance; less flash, more grit—always prioritizing customer trust.
Tierra Diamond’s 15th branch at the Ngã Sáu Phù Đổng roundabout.
Founded in 2016, Tierra Diamond specializes in natural diamond jewelry, adhering to international standards with a focus on handcrafted design. As of November 2025, it operates 15 branches nationwide, catering to young customers seeking engagement rings, wedding bands, and premium natural diamond jewelry. Known for bespoke designs at reasonable prices, Tierra has become a top choice for couples.
Website: www.tierra.vn
