1. We tell the truth about diamonds

The marketing of diamonds has been misleading people for decades. We were the first jeweller to highlight that diamonds must not be considered an investment and to spend only what you feel comfortable with.

2. Total choice

We have nothing we need to sell to you as we make each piece of jewellery to order. This means a pressure-free and transparent experience for you. We can use both mined and lab grown diamonds (very few clients choose mined diamonds now but we will use whatever you prefer).

Any design is possible and this means you can have the ring you really want rather than what happens to be in stock.

3. Our Lifetime Warranty

Every ring, regardless of cost, is covered by our LD Warranty. This means all servicing, resizing and maintenance is totally covered.

Forever.

Repairs to your ring setting are also covered and include the replacement of tiny diamonds on the band. The only time we charge for repairs is if a ring has been so badly damaged, it’s beyond repair (usually when flattened by a car or foot 🙂 Even then, we will make your new setting at cost.

4. A fast, responsive and polite service

We know how annoying it is to wait for responses, especially when it’s a significant purchase. You can reach a real person (we don’t have chat bots or ‘automated assistants’) via ‘phone, e-mail, WhatsApp (this will be quickest) or Instagram for this reason.

We will be just as helpful after your purchase as before.

5. The Diamonds

The engagement ring marketplace is a crowded one and there is a huge choice. We can’t guarantee that our diamonds will sparkle more than others but we believe we are one of the only retailers that still hand selects and inspects every diamond for every ring.

Each ring we make, regardless of cost, is effectively a walking advert for our business and rather than use the cheapest diamond possible, we’ll always try and use the best.

6. The best of both worlds

Most jewellery shops are empty in 2024 but we wanted to offer the convenience and reassurance of a physical presence so we’ve always offered the option to collect your ring in person from our London offices. If it’s a bespoke ring, you are very welcome to pay the final 50% when you collect also.

Around 20% of clients choose to do this and we encourage it as we love seeing your faces when you open the box and see your ring for the first time!

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