How to choose a diamond

We only buy diamonds we know you'll love

Every diamond has been handpicked by our diamond specialists. We buy from the best diamond merchants which means we can guarantee the finest diamonds for your budget. Our exacting standards mean we only approve a minority of the diamonds that our suppliers show us.

We aim to be able to compete on quality, design and price with the best there is, anywhere in the world.

Over the next few pages we highlight the fundamental qualities that increase a diamonds value. Principally the 4C’s, cut, colour, clarity and carat, the industry standards and the other qualitative factor that is fundamental but often overlooked, the ‘make’ of the diamond.