Which diamond is right?
There are so many options. We'll help you understand what actually matters.
One-to-one expert guidance on her ring, diamond and budget — so you can choose with confidence.
Tell us a little about what you're looking for and a Primo Diamonds expert will help guide you.
Personalised guidance • No pressure • Hatton Garden experts
An engagement ring isn't simply a purchase. It is an important decision — and getting the right guidance can remove the uncertainty around her style, the diamond, your budget and the fear of making an expensive mistake.
You don't need to become an engagement-ring expert.
You just need the right expert beside you.
Most people buying an engagement ring have the same questions. You don't need to know all the answers before you ask for help.
There are so many options. We'll help you understand what actually matters.
We'll help you narrow down the styles that fit her taste.
Get honest guidance on where your budget is best spent.
We'll help you work out the right size and the best approach.
Talk through your options with someone who does this every day.
We'll help you move forward with confidence.
You don't need to know exactly what you want before speaking to us.
Bring us what you know. We'll help with what you don't.
Screenshots, Pinterest saves, a few hints — or no idea at all. Whatever you have, we'll help narrow down what feels most like her.
Tell us what you're comfortable spending. We'll help prioritise your budget — and where spending more may not make a meaningful difference.
Natural or lab-grown, style, metal — we'll help you focus on the decisions that actually matter for your ring.
First time buying an engagement ring? We'll help you consider the things that are easy to overlook.
Straightforward, honest answers based on your situation — not generic advice.
Ready to create the ring or still need time — either way, you'll know what to do next.
You don't need to know what to do next. Once you ask for help, Primo will guide you through it.
Answer a few quick questions about where you are in the process, when you're hoping to propose and your approximate budget.
It takes around 60 seconds.
A real member of our engagement ring team will look at what you've told us and personally help with your questions and options.
No automated result. No generic recommendation.
We'll help you narrow down the important decisions and understand what makes sense for you.
If you'd like Primo to create the ring, we'll guide you through the process from your initial ideas through to the finished piece.
We take care of the ring.
You take care of the question.
It's about this moment.
The look on her face.
The story you'll tell for years.
And the ring she'll potentially wear every day for the rest of her life.
Our job is to help you feel completely confident about what's inside that box.
Steven made the whole experience so easy and enjoyable. The ring is absolutely perfect and my fiancée loves it. I couldn't recommend them enough.
The attention to detail and personal service is second to none. They helped us source a rare lab-grown diamond that exceeded all our expectations.
They helped me design a ring that was better than I could have ever imagined. The quality and craftsmanship are exceptional, truly a masterpiece.
Not sure where to start? Tell us a little about what you're looking for and we'll help you work out the right next step.
No pressure. No obligation. Just honest guidance.
Hi, I'm Francesco, founder of Primo Diamonds.
At Primo Diamonds, every ring begins with a conversation. Buying an engagement ring is an important decision — and it should feel personal, exciting and completely transparent.
Most people I speak to aren't engagement ring experts, and shouldn't have to become one. My goal is to give you honest advice, exceptional value and the confidence to make the right decision — explaining your options in plain English, without pressure.
Sometimes that means showing where spending a little more makes a difference. Sometimes it means telling you not to. And sometimes we start with nothing more than a screenshot. That's absolutely fine.
Founder, Primo Diamonds
Every relationship is different. Her engagement ring can be too.
Whether you're starting with a clear idea, a screenshot or nothing at all, we can help turn it into a bespoke ring made around her style, your priorities and your budget.
Bespoke engagement rings from £1,500 · Natural & Lab-Grown Diamonds
Real help based on your situation rather than leaving you to figure everything out online.
Create a ring around her rather than compromising with whatever happens to be available in a cabinet.
Explore both options and decide which is right for you.
Certified diamonds independently graded by respected laboratories including GIA and IGI.
Tell us what you're comfortable spending and we'll help you make informed choices within it.
Your Primo engagement ring is backed by our lifetime warranty.
Visit our London studio and explore your options in person when you're ready.
We're not asking you to buy an engagement ring. We're offering to help you make sense of the decision.
Ask your questions. Show us what you've been looking at. Get our opinion. Understand your options. Then decide what feels right for you.
If you'd like Primo to create the ring afterwards, we'd love to. If not, there's absolutely no obligation — no hard sell, no pressure to leave a deposit.
Get the help first. Make the decision second.
Free · Personal · One-to-one
That's completely normal. Bring whatever clues you have — screenshots, photos, things she's mentioned. If you have none, that's okay too. We'll help you work through it.
Yes. There's no charge for the initial help and no obligation to purchase a ring.
No. We'll explain your options and how Primo can help if you'd like us to create the ring, but you're free to decide in your own time.
Our bespoke engagement rings start from approximately £1,500, with the final price depending on the diamond, design and materials you choose.
Yes. We work with both and can explain the differences so you can decide which is right for you.
That's extremely common when planning a surprise proposal. We'll help you understand your options.
No. We can start remotely. If you'd like to meet us, you can arrange a private appointment at our Hatton Garden studio.
Tell us a little about where you are. A Primo specialist will help with her ring, diamond, style and budget — then arrange your consultation.
