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About us

As a business, we exist to make a profit. We looked at the margins enjoyed by existing diamond retailers and decided that we could undercut them and deliver exceptional customer service. The small margins we make on each stone or bespoke piece allow us to build a sustainable and potentially industry changing business.

We think that our prices are the lowest in the world, not just the UK and we check them every day to make sure. We are in the diamond business for the long term, so if the right stone isn’t available to purchase, we will simply wait until it is, no hurry, no pressure. Our staff are not paid commission on their sales, so they will help you get the best possible deal.

No one else offers this service.

The diamonds we supply are identical to the ones that high profile jewellers, boutiques and brands offer, except for their price. Take a look at this to see how much prices can vary.

Exceptional diamonds at a fair price

Most diamonds used for jewellery are low to medium quality.  The differences between a stone graded as ‘fair’ and ‘very good’ can often only be detected under magnification, so it makes no commercial sense for a jeweller to use the higher quality stone as he has hundreds of items to produce.

We prefer to supply GIA graded diamonds as we feel they are the most reliable and respected grading lab.

The smartest way to purchase diamonds is to buy one of the correct colour and clarity that is also beautifully cut. Then, you must pay as little as possible for it.  Did you know that the cut can make certain stones look larger than other diamonds of a similar carat weight?

There is another shape of diamond that we see frequently and reject 90% of the ones we view as they have a very visible flaw that makes them less valuable, yet very few people in the diamond business will talk about it. We will.

We will never deal in conflict diamonds. These are diamonds that are sold illegally to fund wars in Africa.

The Diamond Marketplace

We worked for two years to secure access to over 17,000 diamond dealers, known as ‘diamantaires’. Many are based in Mumbai, Dubai, Hong Kong, Israel, Belgium and the US. These are often traditional, family run businesses and many of them have supplied the world’s most famous brands for decades.

These dealers have their own inventories and need to sell on at a profit. We are able to cherry pick the best stones from the best inventories as we are independent and not tied to a particular dealer or supplier. As a business, we are seen as a bulk buyer of stones so we are able to buy on the best possible terms.

If you have any questions about buying diamonds, advice is free, so get in touch.

The London Diamonds Engagement Ring Guide

Buying an engagement ring should be an enjoyable experience that you remember fondly.

If you can avoid these expensive mistakes, you should be well prepared to buy the best possible ring for your budget.

Few people know much about diamonds and it’s this lack of knowledge which is frequently taken advantage of.

Most ‘buying guides’ are written by jewellers, this is rather like asking turkeys to vote for Xmas, so we have tried to make this guide as impartial as possible.

You’ve decided to pop the question. That’s the easy part. Here is how to avoid making an expensive mistake.


Buying the brand

If you only remember one thing… make it these 5 words…

’It’s all about the diamond’. ‘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.

The myth of ‘special’ diamonds

Colour, clarity, certification and compromise

Everyone compromises, even those spending millions, so accept that you will need to prioritise size, colour, certification or clarity.

There will always be a slightly bigger and cleaner diamond available.

Studying certificates is a sure-fire way to drive yourself slowly Studying certificates is a sure-fire way to drive yourself slowly mad. Comparing differing specs will result in you feeling confused and annoyed.

Colour and Clarity

There is little difference between a D and F colour diamond and we see G and H colours tones that are truly beautiful without a trace of yellow. Once you are looking at J and K colours, you need to be more careful but there can be some fantastic stones of this grade, so don’t rule them out.

You need to see an HD video of the actual diamond and for someone honest and reliable to give you an unbiased appraisal of the diamond you are considering.

The GIA are the most reliable grading lab, so when they grade a diamond as J colour and VS2 clarity, you can be pretty sure it’s accurate. Other labs are looser in their grading and that is why diamonds graded by them are 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 being of ‘excellent’ cut, it is only the opinion of the seller and they should tell you this. They rarely do.

If you are considering a round brilliant diamond, try to focus on If you are considering a round brilliant diamond, try to focus on diamonds graded as being of ‘excellent’ cut only. The cut is important as it effects the way light bounces around the diamond and gives a diamond its sparkle.

Some shapes, like ovals, are frequently cut badly, so we reject over 90% of the ones we inspect.

Milky diamonds?

Most retailers don’t like discussing this topic, some deny they even exist, but they do.

As many as 10-20% of all diamonds can appear grey and slightly cloudy, lacking the sharpness of other diamonds. These stones are sold all around world and stores are able to get away with it as the GIA and other grading labs don’t specify if a diamond is milky.

A diamond can have clouds and be totally beautiful, but some are too cloudy and although it takes an experienced eye to spot, once you know, you know


Spend a few seconds peering through a jeweller’s window, chances are that someone will dash out of the shop and ask ‘may I help you?’ It’s all part of the great jewellery sales routine. The plan is to find out what you want and essentially not let you leave the shop until you’ve agreed to buy it.

A common tactic is to offer you a drink and a seat – this is not always the generous act of kindness it may seem. Deals will be offered, promises made, competitors slated and pressure gently applied. There will nearly always be someone else interested in the exact ring you like and a decision will always need to be made very quickly.

On some very rare occasions, this will be true, but mostly…it won’t. Jewellery staff are paid commission on every sale and this can lead to unnecessary pressure being applied.

If a salesperson doesn’t appear knowledgeable and confident, they have probably not been trained properly which is their employers fault. Quiz them about their suppliers and milky diamonds to test them. If the piece you are looking at is part of a promotion, perhaps a ‘Black Friday’ event, be wary. Many retailers simply offer discounts from inflated prices to make their offering appear more attractive.


Try to buy your ring from a dealer or jeweller that has access to the entire wholesale diamond market (like us). If they are limited to only a few wholesalers, this will reduce your choice and increase the price. Many stores and chains are limited to using a handful of suppliers only.

Even worse, a jewellery store will be limited to their own stock which he or she will need to sell to you.



This is likely to be one of the most significant purchases you will ever make. If emails, phone calls and enquiries are not dealt with promptly, how can you trust that your engagement ring will be made with the necessary attention to detail?

Manners are free and so is honesty, so if you don’t get super service, walk away.

Whether spending £1,000 or £1m, the service should be the same. If you are made to feel that your budget is too low to be of interest to the staff, take your business elsewhere (to us ideally).

How much to spend?

Cheap finance offers have led to people spending more than they originally planned on their engagement ring. Great news for the jeweller but not so great when you are still paying for the engagement ring long after you are married and perhaps even have a young family to support. family to support.

It’s not for us to tell you how much to spend, but it’s worth bearing in mind that life is expensive and you don’t want to create extra pressure on yourself by and you don’t want to create extra pressure on yourself by spending more than you need. The average spend on engagement rings in the US is £4,500 and £2,000 in the UK for reference. For this reason, we make beautiful rings for all budgets.

Cheap Diamonds

Forget expensive bespoke rings, jewellers’ biggest profits are actually made on rings priced between £500 and £2,000 made using low quality stones.

By using ‘commercial grade’ diamonds much of what you pay is pure profit. Jewellers make it difficult to find the specifications of less expensive rings for this reason.

Our lower priced rings all use beautiful, well cut diamonds, as these will create maximum impact and sparkle. Just because someone is spending less shouldn’t mean they compromise on the colour and clarity of the diamonds used.


Try to ignore much of the marketing and advertising the jewellery industry promotes.

Try to use the best quality diamonds you can afford and have your ring built by an experienced and talented team.

This will ensure you create a piece of jewellery is that will look its best and also retain value over the years.

If you’d like to discuss any aspect of your engagement ring, get in touch with us today on 0207 993 4020 or support@londondiamonds.com


Investment Edge Blog