Meet the founder
Meet Francesco, your master jeweller
Every Primo ring begins with a conversation. Francesco, founder of Primo Diamonds, works with you personally, explaining your options in plain English and without pressure.
Whether you're just starting your search or already have a design in mind, he'll help you understand diamonds, settings and budget, then choose or create a piece you'll treasure.
My goal is simple: to give you honest advice, exceptional value and complete confidence in your decision.
- One-to-one guidance from first idea to finished ring
- Honest advice on natural and lab-grown diamonds
- Help choosing jewellery, or designing your own
Bespoke design
Design your dream ring
Looking for something unique? Our designers create bespoke rings and jewellery tailored to your style, budget and story, from the first sketch to the finished piece.
- One-to-one design consultation
- Hand-drawn sketches and CAD previews
- Handcrafted in our Hatton Garden workshop
Why choose Primo Diamonds?
- Independently certifiedFull GIA or IGI report supplied
- Free insured deliveryFully tracked across the UK
- Lifetime warrantyFree cleaning & aftercare
- 30-day returnsChange your mind, no fuss

Not sure where to start?
Let us narrow it down for you
Tell us what you have in mind and your budget, and we will put together a shortlist to look at, in the showroom or over video call.
- Personal shortlist within 48 hours
- Diamonds sourced to your budget
- Free ring sizing advice
Free, no-obligation consultation
Book a personal consultation
See rings and diamonds side by side at our Hatton Garden showroom. Choose a time that suits you and we'll prepare a selection around your style and budget.
- One-to-one consultationRelaxed, no-pressure atmosphere
- Personalised selectionWe'll show you the best options for your budget
- Expert guidanceWith over 15 years' experience in Hatton Garden
- Around 45 minutesBring a partner or family member if you like
You'll receive an instant confirmation by email and WhatsApp. Prefer a form?
Our showroom
Visit our Hatton Garden showroom
Experience our rings in person with a calm, one-to-one consultation in the heart of London's jewellery quarter.
Advice
Frequently asked questions
A few things couples usually ask before choosing an engagement ring at Primo Diamonds.
How long does a ring take to make?
Most engagement rings are handcrafted to order in 4–6 weeks. Ready-to-ship designs can arrive within a few working days.
Are your diamonds certified?
Yes. Every centre stone is independently graded by GIA or IGI, and the certificate is supplied with your ring.
Can I choose lab-grown or natural diamonds?
Absolutely. We offer both — our gemmologists can talk you through the differences in value, sustainability and appearance.
Can I see rings before I buy?
Yes. Book a free appointment at our Hatton Garden showroom and we will have a selection ready for you to try on — in-store or over video call.
What if I need help choosing a size?
Book a free consultation and we will guide you discreetly. You also receive one complimentary resize within the first twelve months.
