About

In the 1980’s Lacroe’s chemists developed Diamondbrite which was a 2 stage process which once applied to vehicle paintwork gave a high gloss protective invisible layer. After extensive testing it was found that this layer gave enhanced protection from Bird Droppings, Tree Sap, Insect Marks, Traffic Film and the Suns UV Rays. In fact they were so confident in the products qualities that they gave it a 6 year Guarantee.

In 2008 Jewelultra purchased the company that manufactured the products for them so became a manufacturer rather than just a marketing company. Jewelultra now manufacture over 100 products for the Car, Caravan, Marine and Motorcycle market, as well as making a huge range of bulk chemicals. One of the benefits of being a manufacturer is that we can make virtually any chemical to the customers own specification.

The company is now a wholly owned UK company and is a global supplier of Automotive, Marine, Leisure, Motorcycle, Aviation and Valeting Chemicals and is truly a family business with one of John’s sons and two grandsons in the business.

A landmark in the companies history was achieved when Jewelultra celebrated its 25th Anniversary. The company celebrated by having an event for all its 32 staff at Off Limits in Nottingham. This involved a competition based on Channel 4’s Crystal Maze, as well as Off Road Buggies and Pistol Shooting. Everyone then went to a local hotel where staff were separated into teams for a Quiz. Picture of the winning team below.

As everyone knows this was an unprecedented year with the Covid-19 pandemic dominating the headlines. For Jewelultra it created both a threat and an opportunity. With car dealers closing their doors on the 23rd of March we had to think quickly as like a lot of businesses orders stopped virtually overnight. As we are a manufacturer and not just a marketing company, we were able to switch to making Hand and Surface Sanitisers which at the time were in huge demand. We were able to donate product to the NHS, the MOD, Hospices, Schools and Doctors Surgeries in their hour of need. Once the dealers opened up again we developed a ‘Back to Business’ strategy to help them sell and service cars safely. Retail sales increased considerably during 2020 as many people were on Furlough or working from home. With time on their hands many turned to cleaning their car, caravan, motorhome, campervan, motorbike and boat. With Diamondbrite offering every cleaning product we were ideally placed to assist with the consumer’s needs.

2021 saw the launch of what was probably the most important development in the companies history. Diamondbrite Advanced Ceramic is a brand new, state-of-the-art product that takes all the good things about the firm’s renowned and award-winning dealer-level two-stage Paint Protection and improves upon them for a better performing more durable product.

Now a simpler, single-stage application, Diamondbrite's Ceramic Protection, a reactive amino-functional propriety solution, produces a harder and more durable coating on paintwork with increased hydrophobicity.

Almost six full years of R&D has resulted in a product that not only out-performs its competitors in terms of its protective and gloss-enhancing capabilities, it is far more user-friendly and easier to apply too.