Bespoke Style
We remove the guesswork. We help you understand her style and what she truly likes. The ring feels made for her hand, not taken from a display.
Ready to design an engagement ring she’ll love?
Expert guidance to design the perfect engagement ring — before you spend a penny.
Tell us a little about what you’re looking for, and our Hatton Garden experts will help you design the right ring.
No pressure • No obligation • Expert-led design guidance
50+ YearsOf Experience
Hatton GardenSpecialists
100%GIA-Certified Diamonds
HandcraftedIn London
Lifetime Manufacturer’sWarranty
We remove the guesswork. We help you understand her style and what she truly likes. The ring feels made for her hand, not taken from a display.
We go beyond the basic 4Cs. You learn how diamonds really sparkle and how to spot true fire. You’ll know what matters, what doesn’t, and what shops often get wrong.
We show you how to spend wisely. Learn where to invest, where to save, and how to avoid high-street markups without sacrificing quality.
Get clear facts with no bias. We explain the real differences so you can choose with confidence and make the right decision for the future.
Our founder, Francesco, believed there was a better way to choose an engagement ring.
Growing up in the jewellery trade, he saw how often men were rushed, misled, or pushed into the wrong decision.
That’s why he created The Design and Diamond Discovery Consultation.
It is a focused design masterclass that removes retail confusion and shows you how to create the right ring with confidence.
In-store or virtual · No obligation
Founder of Primo Diamonds
Committed to helping men find the right ring style and diamond, without confusion.
Speak directly with a real expert. Get clear, honest advice on design, diamonds, and budget.
Take your time in a private studio, away from the high street. Your comfort and clarity always come first.
Knowledge gives you confidence. We go beyond the basic 4Cs and explain what truly makes a diamond shine. You’ll understand value and make a smart, informed choice.
See your ring before it’s made. Work with a master jeweller to create a detailed 3D design. You can view every angle before the ring is crafted by hand.
We plan everything around your proposal date. Your ring will be ready, sized, and perfect on time.
A Primo ring is made to last. You receive free cleaning, polishing, and check-ups for life. Your ring stays beautiful, year after year.
Real couples. Real proposals. Moments they'll never forget.
“She said yes (and literally cried for 10 minutes).”
“She couldn’t be happier. And honestly neither could I.”
“I felt like a hero. Thank you for giving us this moment.”
What an incredible experience with Primo! After researching and speaking to many companies, Francesco stood out with his no-pressure approach and genuine attentiveness. He guided me through the entire ring design process with patience and was always available via WhatsApp. The final ring exceeded my expectations—and my now-fiancée absolutely loves it! I couldn’t recommend Primo more. Fantastic from start to finish!
Couldn’t recommend Francesco and Primo anymore, Francesco was extremely knowledgeable and helpful throughout the whole process, he gave me a deep dive into diamonds and really helped me design the most amazing bespoke ring. My fiancée is in love with the ring, and every person that sees it comments on how amazing it is, we will definitely be coming back to Francesco for our wedding bands!
Francesco at Primo Diamonds managed to sort me out with a customised diamond engagement ring in a really tight time frame before I went away on holiday. Fantastic service, beautiful ring and a pretty unbeatable price! A free ring resizing was also included which was very much appreciated.
The high street sells rings. We help you design the right one — with clarity, not sales pressure.
We translate everything into plain English. You leave knowing exactly what you bought and why it made sense for your budget.
With over 160 verified five-star reviews, you’re not taking a risk. You are joining a community of men who chose clarity over sales pressure.
You’re not passed to a sales assistant. You work with one expert throughout, ensuring accuracy, consistency, and trust.
Our Hatton Garden studio is designed for decision-making, not “closing.” We remove the guesswork before a single penny is spent.
No pressure • No obligation • A smarter way to choose
A clear, expert-led process designed to remove stress and deliver a ring done right.
Meet one expert, in person or online. We take time to understand her style and your budget. From this, we set a clear direction for the ring before any decisions are made.
We prepare a small, private selection of ethically sourced diamonds chosen for your brief. You compare them side by side and choose the stone with the best sparkle and beauty.
Your ring is built as a detailed 3D design. You can view every angle and request changes before anything is made.
Once approved, our master jewellers handcraft your ring. Every detail is finished by hand and checked before it is ready to wear.
Once you approve the final design, our master craftsmen in London bring it to life. In just a few weeks, you’ll return to collect a finished piece that is truly one-of-a-kind.
Clear steps • Expert-led • Approved by you
Whatever stage you're at — fixed budget, no idea where to start, or a proposal date looming — the design consultation helps you take the right next step.
You know your budget and you want the best ring for the price you can pay simple.
“I got a bigger diamond for a lower price than what I almost bought from elsewhere, can’t thank Francesco enough” — Harry
You have no idea where to start... and you want the engagement to be a surprise.
“I showed up with very little idea of what I was doing! But after my consultation, Francesco found me the perfect ring” — Joel
You’ve done your research and know what you want. Now you need the best jeweller.
“From the many jewellers that we went to, Primo was by far the best choice we made. We were thrilled with the professionalism, the customer service and the knowledge that Francesco had of his products.” — Tom
You’ve left it late, and now you’re panicking about having the perfect ring on time
“I was panicked, because our holiday was booked, and the date was looming. Primo worked to a very tight timeline but the quality and care never dropped. The ring made the holiday very special for both of us” — James
For men who want to get it right.
Solitaire · Halo · Diamond Band · Trilogy · Bespoke
Natural GIA-Certified Diamonds · Lab-Grown Diamonds (IGI Certified) · Precious Gemstones
Platinum · Yellow Gold · White Gold · Rose Gold
Bespoke engagement rings from £1,500 · Natural & Lab-Grown Diamonds
Get personal guidance on your diamond & design.
Clear guidance, just like our customers experienced.
Buying a bespoke ring is a big moment. We make sure the only surprise is when she opens the box.
Don’t worry about the size. We’ll advise you on what to choose. If it isn’t perfect, we’ll resize the ring for you free of charge. It will fit exactly as it should.
Your ring should look just as good years from now. We offer complimentary cleaning, polishing, and setting checks for life. We don’t just make the ring. We look after it.
Every centre stone is conflict-free and independently certified by GIA or IGI. You receive the certificate and full clarity on what you’re buying.
Every ring is bespoke. Nothing is off the shelf. Your ring is designed for your stone and checked by master jewellers before delivery.
Clear guidance. Honest craft. Lifetime care.
Stop searching. Start creating. From the first idea to the moment she opens the box, every detail is handled with care.
Book your complimentary design session. You gain clear direction on her style and your diamond options. You leave knowing exactly what to do next, no guesswork.
Your design is brought to life by master jewellers in Hatton Garden. Every detail is finished by hand to ensure balance, beauty, and lasting quality.
Collect your ring with complete peace of mind. You’re not just holding a ring, you’re holding something made to last, backed by lifetime care and generations of experience.
Guided every step • No pressure • No guesswork
We’re here to help you decide calmly and confidently.
Don’t worry. We’ll help decode it from photos, hints, or jewellery she wears.
We’ll explain it clearly, you’ll see what actually matters and what doesn’t.
Most don’t. We’ve got tips to help you make the right choice, but if it’s not perfect? We’ll resize it for free
We’ll show you how to get the most sparkle and quality for your budget.
Hatton Garden, London
The Record Hall, 16-16A Baldwin's Gardens, London, EC1N 7RJ
Get directionsTell us a little about what you're looking for, and our Hatton Garden experts will help you design the right ring.