A Clear Budget
You know what you can spend. You want the best ring for that number — without overpaying or compromising on what she’ll love.
“I got a bigger diamond for a lower price than what I almost bought from elsewhere.” — Harry
100% Complimentary Design & Diamond Discovery Consultation
Expert one-to-one guidance on her style, the diamond and your budget — so you choose with confidence, not pressure.
A private, one-to-one session with a Hatton Garden specialist. Tell us where you are — we'll take it from there.
No pressure · No obligation · Expert-led guidance
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50+ YearsOf Experience
Hatton GardenSpecialists
100%GIA-Certified Diamonds
HandcraftedIn London
Lifetime Manufacturer’sWarranty
Hi, I’m Francesco, founder of Primo Diamonds.
Growing up in the jewellery trade, I saw how often men were rushed, confused, or pushed into the wrong decision. That’s why every Primo ring begins with a conversation — not a sales pitch.
The Design & Diamond Discovery Consultation is one-to-one time with a specialist. We help you understand her style, choose the right diamond, and spend your budget where it actually matters.
Sometimes that means showing where a little more makes a difference. Sometimes it means telling you not to. Whether you’re just starting, or you already know what you want, you leave with clarity — not pressure.
In-store or virtual · No obligation
Founder, Primo Diamonds · Hatton Garden
Most men we meet are unsure, overwhelmed, or running out of time. The consultation is designed for exactly that — so you can take the next step with confidence.
You know what you can spend. You want the best ring for that number — without overpaying or compromising on what she’ll love.
“I got a bigger diamond for a lower price than what I almost bought from elsewhere.” — Harry
You want the proposal to be a surprise. You don’t know her style, her size, or what to ask for. That’s more common than you think.
“I showed up with very little idea of what I was doing. After my consultation, Francesco found me the perfect ring.” — Joel
You know what you want. Now you need a jeweller who can actually deliver it — with honesty, craft and no high-street runaround.
“From the many jewellers that we went to, Primo was by far the best choice we made.” — Tom
The holiday is booked. The date is set. You need the ring ready — without the quality dropping because time is tight.
“Primo worked to a very tight timeline but the quality and care never dropped.” — James
For men who want to get it right.
This is not a high-street browse. It’s a focused, one-to-one session designed to give you a clear direction — before you spend anything on the ring itself.
Clear, honest advice on design, diamonds and budget — tailored to you, not a script.
Take your time in our Hatton Garden studio. Your comfort and clarity come first.
Screenshots, jewellery she wears, or nothing at all — we’ll help decode her style so the ring feels made for her.
We go beyond the basic 4Cs and explain, in plain English, where your budget is best spent — including natural vs lab-grown.
Work with a specialist to shape a bespoke design around her. You’ll understand the ring before anything is crafted.
Tell us the date. We’ll help you plan so the ring is ready when you need it — then looked after for life.
It begins with a complimentary consultation — in-store or virtual. From there, an expert-led process takes you to the ring, so you know what you’re doing before a single penny is spent.
Meet one expert, in person or online. We take time to understand her style, your budget and what she’d love — and set a clear direction before any decisions are made.
We prepare a personalised selection of certified diamonds for your brief. You compare them side by side and see where your budget is best spent.
Your ring is shaped around her — not taken from a cabinet. You’ll see the design clearly and can request changes before anything is made.
Once approved, our London jewellers bring it to life. Every detail is finished by hand and checked before it’s ready to wear.
We take care of the ring.
You take care of the question.
Clear steps · Expert-led · Approved by you
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.
“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. He guided me through the entire ring design process with patience. The final ring exceeded my expectations — and my now-fiancée absolutely loves it.
Francesco was extremely knowledgeable and helpful throughout. He gave me a deep dive into diamonds and really helped me design the most amazing bespoke ring. My fiancée is in love with it, and every person that sees it comments on how amazing it is.
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.
The consultation is tailored around you — her style, the diamond, the ring design and your budget. Tell us where you are and we’ll help you take the right next step.
No pressure. No obligation. A smarter way to choose.
Tell us where you are — we’ll tailor the session around you.
The high street sells rings. We give you the certainty that you’ve made the right decision.
Everything in plain English. You leave knowing exactly what you’re buying and why it makes sense for your budget.
Rated 4.9 based on 200+ Google Reviews. Men who chose clarity over sales pressure.
You work with one specialist throughout — not passed between sales assistants.
Our studio is designed for decision-making, not closing. Get the guidance first. Decide in your own time.
Create a ring around her, rather than compromising with whatever happens to be in a cabinet.
Certified diamonds independently graded by respected laboratories including GIA and IGI.
Solitaire, halo, diamond band, trilogy or something entirely her own. Whether you arrive with a screenshot or nothing at all, we’ll help turn it into a ring made around her style, your priorities and your budget.
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
Most men don’t know her ring size. We’ll help you choose — and if it isn’t perfect, we’ll resize it free of charge.
Complimentary cleaning, polishing and setting checks for life. We don’t just make the ring. We look after it.
Every centre stone is independently certified by GIA or IGI. You receive the certificate and full clarity on what you’re buying.
Every ring is bespoke. Designed around your stone, crafted in London, and checked by jewellers before it reaches you.
Clear guidance. Honest craft. Lifetime care.
We’re not asking you to buy an engagement ring today. We’re offering a complimentary consultation — expert-led guidance with no obligation.
Ask your questions. Understand your options. Then decide what feels right.
If you’d like Primo to create the ring afterwards, we’d love to. If not, there’s no hard sell and no pressure to leave a deposit.
Get the guidance first. Make the decision second.
Complimentary · Personal · One-to-one
That’s completely normal. We’ll help decode it from photos, hints, or jewellery she already wears. If you have none of that, that’s okay too.
You don’t need to. We’ll explain what actually matters — and what doesn’t — in plain English, including natural vs lab-grown.
Most don’t. We’ll help you make a confident choice — and if it isn’t perfect, we’ll resize it free of charge.
We’ll show you how to get the most sparkle and quality for your budget — including where to invest, and where not to.
It’s one-to-one, in-store or virtual, and entirely pressure-free. We talk through her style, your budget and timeline, look at diamond and design options, and answer every question you have. You leave with a clear direction — not an obligation to buy.
Yes. The Design & Diamond Discovery Consultation is complimentary, with no charge 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.
No. We can start remotely. If you’d like to meet us, you can arrange a private appointment at our Hatton Garden studio.
Our bespoke engagement rings start from approximately £1,500, with the final price depending on the diamond, design and materials you choose.
Book a complimentary Design & Diamond Discovery Consultation. One conversation. Clear direction. No pressure.
Visit our private Hatton Garden studio, or start virtually — same specialist guidance either way. The Record Hall, 16–16A Baldwin’s Gardens, London, EC1N 7RJ
Prefer to talk first? WhatsApp us
