The Williams team today announced a new sponsorship partnership with All Saints, the rapidly growing fashion label and mydiamonds.com, the new diamond jewellery website to be launched shortly by Aurum Holdings, which owns Royal Jewellers Mappin & Webb, as well as Goldsmiths and Watches of Switzerland.

All Saints and Mydiamonds.com has agreed its sponsorship deal with Williams F1 which will see its logo appear on the car and within the team environment.

Kevin Stanford, All Saints

“I’m probably one of only a handful of non-professionals to have ever driven a Williams car and I’m thrilled to be able to sponsor such a great British team. This deal offers fantastic international exposure for All Saints and fits perfectly with our ambitions for the brand.”

Frank Williams, Williams Team Principal

“Kevin has been a keen supporter of the team and I am delighted that All Saints will be joining us as a partner. I look forward to the contribution we can make to All Saints international ambitions.”

“We are delighted to welcome mydiamonds.com to the team and look forward to playing a significant role in the launch of this exciting development in online jewellery retailing.”

Justin Stead, Chief Executive of Aurum

“This sponsorship deal offers an exciting, global marketing platform to launch mydiamonds.com. It forms an important part of our strategy in establishing mydiamonds.com as a destination online store for loose diamonds and diamond jewellery.”