Francesco is an amazing guy. Tailored to what i wanted/needed with a true bespoke service. So good i recommended him to a family member and they were also truly astonished. Best to buy from forsure.
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See what reviewers are saying
I recently purchased an engagement ring from Primo Diamonds, and the experience was outstanding. I spoke with Francesco on the phone and then had a free consultation. He was incredibly knowledgeable,... See more
Company replied
I had a custom engagement ring designed with Primo Diamonds and the whole experience was flawless. Francesco, the owner, was incredible to work with - super communicative, genuinely helpful, and e... See more
Company replied
The consultation process was smooth and transparent, and I really appreciated how honest it was. The delivery time was exactly as promised, which made the whole experience even better.
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Company details
Written by the company
Primo Diamonds specialises in bespoke engagement rings and personalised diamond guidance. Clients work directly with an independent diamond specialist to explore lab-grown and natural diamonds, understand certification, and design custom pieces. The focus is on clear explanations, transparent pricing, and a relaxed, no-pressure experience throughout the process.
Contact info
The Record Hall, EC1N 7RJ, London, United Kingdom
- 020 7050 1165
- info@primodiamonds.co.uk
- primodiamonds.co.uk
My ring is absolutely perfect
My ring is absolutely perfect! Frank worked with my partner to create the most perfect engagement ring! 100% recommend!
October 30, 2021
Unprompted review
Reply from Primo Diamonds
Thank you, Becky. I really appreciate your feedback. I’m glad the ring turned out perfectly and that the experience was a positive one. Thank you for choosing Primo Diamonds.
Very good service and quality
Very good service and quality
Everything explained
Brilliant
October 20, 2021
Reply from Primo Diamonds
Thank you, Patrick. I really appreciate your feedback. I’m glad everything was clearly explained and that you were happy with the service and quality. Thank you for choosing Primo Diamonds.
First class experience
Frank made what I was expecting to be an extremely stressful experience, quite enjoyable. He took the time to explain the 4 c's and played a big part designing a ring that my fiancé loved. Further, relative to what I'd seen elsewhere, Frank offers great value for money without sacrificing on quality. I really couldn't recommend him more.
Luke
October 1, 2021
Unprompted review
Reply from Primo Diamonds
Thank you. I really appreciate you sharing your experience. I’m glad the guidance and design process helped create a ring your fiancé loved. Thank you for choosing Primo Diamonds.
Relieved the stress…
I had a vision of what I wanted - but I had a very short time to make it happen. I also didn’t know much about the process of getting an engagement ring. Seemed like a monstrous task, but Francesco made the experience way less stressful. I was happy with the outcome - but more importantly, she was happy.
September 23, 2021
Unprompted review
Reply from Primo Diamonds
Thank you, Anson. I really appreciate your feedback. I’m glad the process helped reduce the stress and that the outcome made you both happy. Thank you for choosing Primo Diamonds.
Absolutely incredible
I couldn’t be happier with both the ring and the service! Francesco made me feel relaxed throughout. It can be quite a daunting experience but Francesco made it seamless and really showed how much he cares. He never pushed me on decisions, he was patient and honest. Huge thanks! I couldn’t recommend more!
September 8, 2021
Reply from Primo Diamonds
Thank you, Daniel. I really appreciate your kind words. I’m glad the process felt relaxed and that the final ring met expectations. Thank you for choosing Primo Diamonds.
Fran and the team were brilliant!
Fran and the team were brilliant. What might be a nerve racking experience, the team brought me up to speed in terms of knowledge and options. Communicated perfectly and just an overall really positive and good experience. Thank you.
My fiancé loves the ring!
June 4, 2021
Unprompted review
Reply from Primo Diamonds
Thank you, Aaron. I really appreciate your feedback. I’m glad the guidance and communication helped make the experience a positive one. Thank you for choosing Primo Diamonds.
Very happy
I bought a lovely diamond from Primo diamonds for my wife's 30th birthday. Frank came with a variety of high quality diamonds that were all within my budget and helped me chose the right one. He subsequently had it set in a pendant and delivered it within the agreed timeframe. I had to adjust the length of the necklace after my wife tried it and Frank was very accomodating. Will definitely be buying from him in the future.
April 22, 2021
Unprompted review
Reply from Primo Diamonds
Thank you, Peter. I really appreciate you sharing your experience. I’m glad we could find the right diamond within budget and that everything came together smoothly. Thank you for choosing Primo Diamonds.
Reply from Primo Diamonds
Thank you, Jack. I really appreciate your feedback and recommendation. Thank you for choosing Primo Diamonds.
Personal tailored service - Highly Recommend
As I had only just started my search, being a novice and not knowing exactly what I wanted meant some jewellers were not interested. However, Francesco talked me through all of the options he didn’t mind that I wasn’t ready to buy a ring there and then he was happy to spend time and talk me through the pros and cons of various diamonds and stones but also the band, I hadn’t even thought about platinum vs silver or gold 🤦🏻♂️ !
Once we worked out a design he visited me near my work to show me some options which was very convenient and at every step of the way kept me informed of timescales which put me at ease.
Cannot recommend Primo Diamonds and their personal tailored service highly enough, she was absolutely delighted with the ring and the whole process was straight forward and stress free 🥳🥰
In the end we went with a Sapphire surrounded by small diamonds, inspired by Princess Diana’s but certainly not as expensive! It is beautiful and we both stare at it every day!
February 16, 2021
Unprompted review
Reply from Primo Diamonds
Thank you, Michael. I really appreciate you sharing your experience. I’m glad the tailored guidance and communication helped make the process stress-free. Thank you for choosing Primo Diamonds.
Bespoke Engagement Ring
I arranged an appointment with a member of the sales team to discuss my bespoke engagement ring requirements and my whole experience was honestly fantastic. If you are looking for diamond jewellery I cannot recommend Primo Diamonds enough!
February 6, 2021
Unprompted review
Reply from Primo Diamonds
Thank you, Sean. I really appreciate your feedback. I’m glad the experience felt positive from start to finish. Thank you for choosing Primo Diamonds.
10/10 service from start to finish
10/10 service from start to finish. Really helpful and knowledgeable when finding the right style of ring and diamond cut for me, and they went the extra mile to get the sizing changed and delivered at very little notice. Stunning ring - Would highly recommend Primo!
February 5, 2021
Unprompted review
Reply from Primo Diamonds
Thank you, James. I really appreciate your feedback. I’m glad the guidance and flexibility helped achieve the right result. Thank you for choosing Primo Diamonds.
A big life moment made easy!
Absolutely fantastic service, nothing is an issue for Francesco whilst displaying all the patience in the world to ensure you are 100% satisfied with your purchase. A proper diamond geezer 😁
February 4, 2021
Unprompted review
Reply from Primo Diamonds
Thank you. I really appreciate your kind words. I’m glad the process felt enjoyable and that everything came together smoothly. Thank you for choosing Primo Diamonds.
excellent service with personal touches
Highly recommended! Francesco was very attentive and gave me some good ideas with a variety of options for my wedding band! To this day, he will contact me on my anniversary! Will be back for my eternity ring 💍
February 3, 2021
Unprompted review
Reply from Primo Diamonds
Thank you, Alexandra. I really appreciate your feedback. I’m glad the personal touches and ongoing support made the experience special. Thank you for choosing Primo Diamonds.
Easy and rewarding experience
The experience with Primo Diamonds was brilliant. It was an education as well as a service. We started from the ground up, talking about the basics regarding diamonds and slowly worked up towards choosing a ring. I had designs in mind so those were taken into account and the end result is a ring I'm really really happy with.
October 17, 2020
Unprompted review
Reply from Primo Diamonds
Thank you, Kunal. I really appreciate you sharing your experience. I’m glad the process felt educational and that the final ring turned out exactly as hoped. Thank you for choosing Primo Diamonds.
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