- About us
We are Purely Diamonds
A British family run diamond jewellery design studio based near Hatton Garden, London. We are specialists in the design and manufacture of diamond jewellery.
We have over 40 years heritage, during which time we've built up hard to rival expertise in sourcing exceptional diamonds, and creating beautiful diamond jewellery.
All our jewellery is designed and created in-house at our workshop / studio in London by the Purely Diamonds team.
Please get in touch if you have any questions or would like to discuss a bespoke design idea.Family run with over
40 years heritageWe design &
manufacture in-houseLondon showrooms
in Farringdon & Clerkenwell
Buyer reviews and feedback
Our customers love our products and our personal service. We're proud to say that we have a great rating on Trust Pilot thanks to our very happy customers.Wonderful!!
I cannot recommend this company enough. They really care for their customers and will do everything to meet your needs. I would not hesitate to use them again and/or recommend them to my friends and family. Thank you Stephanie. :) x
3 days ago by Lyndzy Taylor
- Help & Resizing
Help & Resizing
When shopping online, most customers have a few questions. We've collated the most popular questions and information that we've been asked over the years with the goal to streamline your buying experience with us.
We also offer you the ability to visit us and view the rings in person. You can book a visit to our London showroom.
If you can't find the answer you're looking for, please get in touch.Frequently asked questionsProduct questionsView in personAfter sales information
- Contact us
If you have a query about a product or an order, or just a general enquiry, then please get in touch. Our customer support staff will be happy to answer your questions.
0800 032 3422 or 0207 837 2964Visit our London showroom
Make an appointment to visit the Purely Diamonds showroom where you can see and try on our diamond jewellery designs for yourself.
Virtually all diamond cuts sold for use in jewellery are one of a few round or fancy diamond shapes.
Choosing a diamond shape is usually the most difficult and most important factor to consider when picking a diamond.
We’ve prepared a handy list of the most popular diamond shapes below, to help you select the perfect diamond. If you need further help, please contact us and we’ll be happy to assist you.
Round Brilliant Cut Diamond
This shape accounts for over 75% of all diamonds sold today.
Round is the most popular shape used for an engagement ring, and of these the round brilliant cut is the most commonly chosen. It's 58 facet-cut achieves the maximum brilliance a diamond can have, maximising the reflection and refraction of light. Diamonds cut in this way have more depth than width, and can therefore seem smaller than other finely cut diamonds, but they are the most brilliant of all shapes.
Princess (Square) Cut Diamond
This is one of the most popular fancy-shaped diamonds and is popular for engagement rings.
The princess cut, invented around 30 years ago, is the most important new shape/cut since the perfection of the modern brilliant cut over 60 years ago. The princess cut is essentially a square version of the round brilliant cut, known technically as a square modified brilliant cut. It is a style of cutting that improves the faceting of square/rectangular stones to obtain maximum brilliance from the diamond, as well as making any inclusions/flaws in the stone less visible.
Emerald Cut Diamond
Radiant Cut Diamond
This shape is a cross between a princess and an emerald cut.
It combines the best features of the round brilliant cut, the elegance and trimmed corners of an emerald cut and a squarer shape more similar to the princess cut. Radiants are similar to emerald cut stones in their shape, but the faceting is different making the diamond more brilliant. This cut has 70 facets to maximise the brilliance of the diamond.
Marquise Cut Diamond
This shape was commissioned by Louis XIV in France, and was based on the smile of the Marquise de Pompadour.
It is a variation of the round brilliant cut - elongated with pointed ends. A marquise diamond is beautiful when used as a solitaire or when enhanced by smaller diamonds. This shape can maximise carat-weight, making the diamond appear much larger, and tends to make your fingers appear long and slender.
Pear Shape Cut Diamond
Asscher Cut Diamond
It is often referred to as the 'square emerald cut' - because it is square with wide step facets and cropped corners. This cut is designed to draw your eye into the stone, and whilst not a traditional selection, asscher cut diamonds are now very fashionable for engagement rings. Like emerald cut stones, asscher cuts don't produce the same sparkle as most other shapes but produce flashes of light instead.
Oval Cut Diamond
The oval cut diamond is actually an elongated brilliant cut diamond.
Oval diamonds can appear larger than round diamonds of a similar weight. This shape is ideal for elongating shorter fingers, like the marquise shape. Although the oval diamond is not as popular as a stand alone diamond in a solitaire engagement ring, it is very sought after in a three-stone diamond engagement ring. Because of its elongated shape and curvature, it is considered a very classical and elegant diamond.
Cushion Cut Diamond
A square or rectangular shape with rounded corners, called 'cushion' as it resembles a pillow shape.
A popular choice for vintage designs. Usually comprised of 58 facets, but not as brilliant as a round brilliant diamond. We tend to use square cushion cut stones as standard, but you can request a rectangular cushion shape if you prefer.
Heart Cut Diamond
A heart shaped diamond is usually comprised of between 56 and 58 facets, and is considered one of the most romantic choices.
Heart shaped stones can be quite fiery with excellent sparkle.
CONFLICT-FREE SOURCED DIAMONDS
FAMILY-RUN BUSINESS & 40 YEARS HERITAGE
30 DAY MONEY-BACK GUARANTEE
Purely Diamonds is a trading name of Stephen Tyler Limited. Registered Company Number (Incorporated in England): 01840310. VAT Number: 466237727 (GB)