About

Huge choice, personal service & better value.

About

We are London based and proud to have clients from 24 different countries. We source diamonds and create bespoke jewellery, which is handmade by our established workshop.  You are welcome to collect your completed ring from our offices in the heart of London’s diamond district. We are perfectionists and passionate about creating beautiful jewellery at a fair price.

Once the cost of luxurious showrooms, slick sales staff, advertising and ‘free’ champagne has been accounted for, in addition to the mark up by various middle men and third party retailers, the price paid is far higher than the actual value of the diamonds used.

We do things a little differently. We don’t have a showroom and we don’t have stock that we need to sell on to customers. Our job is to find you the best diamond and create exactly what you want.

Buying the Brand

‘Free’ champagne isn’t free, and the luxury showroom and heavy-set doormen are being paid for by you. Their ‘luxury’ marketing campaigns featuring sultry models are paid for by you. The value of a ring is based on the quality of the diamonds used and the workmanship. If you buy from a showroom, you are over paying, it’s that simple.

Compromise

Everyone compromises, even those spending millions, so accept that you will need to prioritise size, colour or clarity. There will always be a slightly bigger diamond available. Studying certificates is a sure-fire way to drive yourself slowly mad. Comparing differing specs will result in you feeling confused and annoyed. we hand select every diamond based on its actual appearance, rather than its grading.

Colour & Clarity

The GIA and IGI are the most reliable grading labs, so when they grade a diamond as E colour and VVS2 clarity, you can be pretty sure it’s accurate. Other labs are looser in their gradings and that is why diamonds graded by them are often less expensive. The importance of clarity will depend on the cut of the diamond as some shapes hide inclusions better than others.

The Cut

The GIA only grade round diamonds for their cut. So, if you are ever told that a pear, oval or any other shape is graded as having a cut grade, it is only the opinion of the seller and they should tell you this. They rarely do. Some shapes, like ovals, are frequently cut badly and this is why we reject over 95% of the diamonds we inspect.