Diamonds are forever, but you don’t have to spend eternity paying for them. Stephen Penn caught up with Andy Reynolds from London Diamonds to find out how their favourable prices and exceptional quality set them apart from the competition

Diamonds are the epitome of opulence, a true status symbol that sits proudly on your hand, from your ears, or around your neck, but when it comes to purchasing diamonds, the industry needed a serious change.

A company at the forefront of this movement is London Diamonds, managed by Andy Reynolds. Years ago, when Andy wanted to upgrade his wife’s engagement ring, he discovered the world-famous boutique he originally purchased it from was keen to sell him a bigger diamond, but unwilling to buy the old diamond back, for fear of revealing the size of their margin.

“I quickly realised the value of the diamond ring came from the quality of the diamond and not the store that sold it,” Andy says. “At that point I knew I wanted to help create a different kind of diamond business.”

The staff at London Diamonds supply the world’s most beautiful diamonds at the lowest price, suitable for investment or bespoke jewellery. The team are not paid a commission and margins are fixed, regardless of whether clients are spending £1,500 or £1m, taking pride in getting each client the best diamond for their budget.

All diamonds are also guaranteed to be conflict free. “By sourcing stones directly from the largest diamond manufacturers that polish and certify the stones, we can offer you the highest quality diamonds at close to wholesale prices,” Andy says.

Their business model is also making investment feasible, as they can securely vault store diamonds purchased for investment purposes, saving their clients a further 20%. VAT is only due should the customer wish to bring their stones out of storage, but each client is welcome to inspect them at any time.

“The investment case for diamonds should be compelling, especially in 2018. As debt climbs, stock markets and house prices trade at close to record levels” Andy says. “In theory, a physical, portable, hard wearing and beautiful asset, should be part of any investor’s portfolio, but the margins have been so high, diamond investment has been impossible, until now.”

Their workshop team have worked for the biggest jewellery brands, the same ones they now undercut on price. Upgrading your diamonds is easy with their unique buy-back service, paying clients 100% of the original purchase price.

To find out more, call their team on +44 (0) 207 993 4020, email or LIVE chat with one of their team.

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