How Do Amore grew BNPL revenue 177% YOY with Affirm

Do Amore is a sustainable jewelry brand with a clear purpose: make engagement and wedding rings that help the world. Every Do Amore ring is handcrafted and traceable with recycled metals and ethically sourced stones. Each purchase directly funds a water well and support for a community in need of clean water. 

With a small but mighty team of nine, Do Amore has helped 14 nations, built 76 wells, and given 21,218 people access to clean water at the time of writing. A single Do Amore ring has the most measurable social impact per product sold of any product globally.

We sat down with founder and CEO Krish Himmatramka to learn more about the success and impact Do Amore has seen and made with help from WooCommerce and Affirm.

• Do Amore’s trailing 12-month revenue from Affirm loans has grown 177% year over year (YOY) at the time of writing.
• Purchases made with Affirm are 7.1% higher in average order value (AOV) than Do Amore’s site wide AOV.
• Affirm transaction volume on Do Amore’s site grew 115% YOY.

To sell the world’s best engagement rings, Do Amore needed a stellar website. But in the early days, there was no budget for a developer. They wanted a platform that was template-based, user-friendly, and semi-customizable. 

WooCommerce’s customization possibilities made it the best fit for Do Amore’s unique business model. Due to the high average order values often associated with an engagement ring business, building trust through basics like site speed was very important to them. 

“The customization possibilities with WooCommerce have been crucial for us. We’ve been able to build exactly what we need for our unique business model, which wouldn’t be possible with more locked-down platforms.”
— Krish Himmatramka, founder and CEO of Do Amore

As Do Amore’s sales and revenue skyrocketed, WooCommerce’s scalability allowed the company to comfortably grow and invest in what they love. 

“Do Amore is one of the fastest growing engagement ring brands globally, and it offers customers incredible pricing along with ethical sourcing and the best customer service around. To do this, having costs in check is so important — and using Woo allows us to do that.”
— Krish Himmatramka, founder and CEO of Do Amore

Even today, Krish attributes the ease of Woo as a key to their success, as they always strive to have the best offerings for their consumers. For example, Do Amore has ushered in a new wave of lab-grown diamond engagement rings and jewelry that is more accessible and equally as luxurious as traditional offerings. 

More recently, Do Amore added old mine cut lab-grown diamonds to their website within just two days of Taylor Swift and Travis Kelce’s proposal, which prompted a surge in demand for the style. “It was a project we had on the books for a few months from now, but once that proposal hit, we knew we needed to get it done fast. I don’t think there is a single other platform in the world where we could have done this in two days.”

While Do Amore had no issue finding and attracting customers who fell in love with their beautiful rings and mission, they were unable to help those who wished for more flexible options so that they could pay for their dream ring over time. 

Without any buy now, pay later options at the time, they were losing at least 10% of ready-to-convert customers — if not more — at checkout.

By integrating Affirm to their WooCommerce stack, they quickly and effectively addressed this problem without any technical or development downtime. In less than an hour, they captured more customers at a higher AOV by offering 0% APR and interest-bearing payment options.*

In 2025, customers paying with Affirm had an average order value nearly $200 USD higher than those who didn’t. It did not take long for customers to take full advantage of Affirm once it was available to them. By partnering with Affirm, Do Amore could now access the customers and sales they were previously losing to their competitors.

Looking ahead, Krish’s main goal is to continue to scale Do Amore: “We are already, without a doubt, the best place to buy an engagement ring globally. Our rings are ethically crafted and make a massive social impact — and we deliver incredible value to each customer.” 

Interested in adding flexible payment options to your checkout? Download the Affirm extension for WooCommerce to get started.

*Note: Affirm APR offerings are subject to eligibility. See lending terms at affirm.com/disclosures.

About

Vanessa Petersen

Vanessa has spent her career writing helpful things for people across the tech space. Outside of work, she enjoys training for triathlon, rotating through hobbies, and exploring new places both urban and natural. She has two fluffy cats, maintains a few succulents, and has far too many books on her TBR shelf.