Purely Diamonds

A family-run business, Purely Diamonds began operating in 1979 in London’s Hatton Garden. Originally, the company was under the founder’s name, Stephen. At the time, Stephen supplied jewellery to high-end jewellers countrywide. When his daughters Emilie, and later, Stephanie, joined the company, they formed the Purely Diamonds brand. The business went from supplying to selling directly to buyers. This model allowed Purely Diamonds to eliminate the middleman, passing on the savings to customers. The jeweller manufactures all pieces in-house at its London workshop. Purely Diamonds creates customised diamond rings and other jewellery. Buyers can submit designs and have the jeweller craft bespoke products. A wide selection of ready-made items is also available.Purely Diamonds has two showrooms, in London and Manchester, where customers can see the range of products on offer. Professional teams at the showrooms help buyers find or design the jewellery they want. The jeweller has a try-before-you-buy service for customers purchasing pieces online. Purely Diamonds sends a silver replica of the preferred piece, letting the buyer test how well it fits, and return it. Bespoke pieces take up to 4 weeks to be delivered. Purely Diamonds is an Assay Assured jewellery retailer and a member of the National Association of Jewellers. The business uses conflict-free diamonds for its products.