Over 160+ 5 Star Reviews
Over 160+ 5 Star Reviews
Rated 5 Stars By Hundreds Of Happy Men
Want Clear Guidance Before You Decide?
Find The Perfect Engagement Ring With Confidence
Get free, step-by-step guidance and clear design advice from a trusted London jeweller, with no obligation to proceed.
No. 1 Rated Bespoke Jeweller in Hatton Garden
160+ Five-Star Reviews From Happy Clients
1-to-1 Expert Support From Diamond Specialists
100% Pressure-Free Guidance
No pressure • No obligation • Just clear answers
We Help You Propose With Total Confidence
Choosing an engagement ring can feel stressful.
Not because men don’t care but because they don’t want to get it wrong.
Many start with excitement, then feel unsure:
Conflicting advice
Confusing diamond jargon
Prices that are hard to compare
Old rules that don’t feel right
Then the doubts creep in:
“What actually makes one ring better than another?”
“How do I know what really matters, and what doesn’t?"
“How do I choose something she will love, not just what I’m told to buy?”
"How do I avoid overpaying for something that looks the same?”
“And how do I make the right decision when I only get one shot?”
The problem isn’t choice.
It’s a lack of clear, honest guidance.
That’s the problem Francesco, founder of Primo Diamonds, saw again and again.
Growing up around the jewellery trade, Francesco saw how often men were rushed into decisions they later questioned. His father has spent over 50 years in the industry.
That’s why he created "The Ring Confidence System" — a calm, no-pressure way to help men gain clarity and avoid overpaying when choosing an engagement ring.
It’s designed to remove confusion before any decisions are made.
Here’s how it helps:
Diamond Clarity - We explain the 4Cs in plain English and show what truly affects sparkle and price, so you know what’s worth paying for, and what isn’t.
Style & Design Guidance - If you’re unsure what suits her, we help you understand her style, lifestyle, and preferences, so the ring feels right, not guessed.
Budget Confidence - You get honest guidance on how to get the best value for your budget, without pressure or unnecessary upgrades.
Lab-Grown vs Natural, Explained - We clearly explain the pros and cons of each option, without bias, so you can choose what’s right for you.
Francesco Nicolaou
Founder of Primo Diamonds
Committed to helping men find the right ring style and diamond, without confusion.
We Make Getting The Right Ring Stress Free
Feel Confident in Your Choice
You understand why a ring feels right for you. Style, budget, and meaning all make sense.
Confusion, Made Simple
We help you move from uncertainty to clarity quickly. No endless browsing. No overwhelm. Just clear direction.
Clear Guidance in Plain English
Diamonds, settings, and pricing explained simply. You’ll learn what matters, what doesn’t, and how to choose with confidence.
Avoid Costly Mistakes
Our step-by-step approach helps you avoid overpaying or rushing a decision. So you can move forward without regret.
Feel Confident About the Proposal
Instead of stress, you can focus on the moment itself. Calm. Confident. Excited that you’ve made the right choice.
Peace of Mind
Free ring resizing. Lifetime manufacturer's warranty. No obligation to proceed. Everything is designed to help you feel comfortable at every step.
Feel Confident When You Propose
"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."
Hear from Our Happy Couples
"Always available to chat via WhatsApp"
What an incredible experience with Primo! After researching and speaking to many companies, Francesco stood out with his no-pressure approach and genuine attentiveness. He guided me through the entire ring design process with patience and was always available via WhatsApp. The final ring exceeded my expectations—and my now-fiancée absolutely loves it! I couldn’t recommend Primo more. Fantastic from start to finish!
Kai Reed - London, UK
"Everyone comments on the ring"
Couldn’t recommend Francesco and Primo anymore, Francesco was extremely knowledgeable and helpful throughout the whole process, he gave me a deep dive into diamonds and really helped me design the most amazing bespoke ring. My fiancée is in love with the ring, and every person that sees it comments on how amazing it is, we will definitely be coming back to Francesco for our wedding bands!
Joel Beecham - London, UK
"Sorted me out in a really tight time-frame
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 which was very much appreciated.
Craig Peterson - London, UK
Why Men Trust Primo With Their Engagement Ring
Step-by-Step Guidance: Everything is explained in plain English. Choosing a ring feels calm and manageable.
Trusted by Real Clients: Over 160 five-star reviews from people who valued clear, pressure-free guidance.
A Clear Way to Decide: A simple process that helps remove guesswork before you spend any money.
One-to-One Expert Help: You work directly with a Hatton Garden specialist, not a sales assistant.
Feel Calm About Your Decision: You understand your choice and feel confident moving forward, without second-guessing.
From Overwhelmed to Confident in 3 Simple Steps
Step 1: Get Personal Ring Guidance
Share a few details about your search and what you’re unsure about. No preparation needed. No diamond knowledge required.
Once submitted, we’ll share clear guidance to help you move forward.
Step 2: Get Clear, Expert Help
A Hatton Garden specialist will explain everything in plain English. You’ll get help with style, diamonds, and budget.
There is no pressure to buy.
Step 3: Feel Confident Moving Forward
You’ll understand your ring and diamond options. You’ll feel confident you’re choosing something she’ll love.
No second-guessing. No stress.
Just calm clarity as you focus on planning the proposal.
You’ll understand your ring and diamond options. You’ll feel confident you’re choosing something she’ll love.
No second-guessing. No stress.
Just calm clarity as you focus on planning the proposal.
Who We help?
Mr. Fixed Price
You know your budget and you want the best ring for the price you can pay simple.
"I got a bigger diamond for a lower price than what I almost bought from elsewhere, can’t thank Francesco enough” - Harry
The Deer in the Headlights
You have no idea where to start... and you want the engagement to be a surprise.
“I showed up with very little idea of what I was doing! But after my consultation, Francesco found me the perfect ring” - Joel
The Researcher
You’ve done your research and know what you want. Now you need the best jeweller.
"From the many jewellers that we went to, Primo was by far the best choice we made. We were thrilled with the professionalism, the customer service and the knowledge that Francesco had of his products." - Tom
The Last Minute.com
You’ve left it late, and now you’re panicking about having the perfect ring on time
You’ve left it late, and now you’re panicking about having the perfect ring on time
“I was panicked, because our holiday was booked, and the date was looming. Primo worked to a very tight timeline but the quality and care never dropped. The ring made the holiday very special for both of us” - James
Get Complimentary Ring Guidance and
Move One Step Closer To ‘YES’!
Step 1
You learn your options and what matters for your situation.
Step 2
You stop second-guessing and start feeling comfortable with your decision.
Step 3
You’ve chosen something she’ll love and can focus on the proposal.
Share a few details about your search. A diamond specialist will review them.
They will answer your questions in clear, simple terms. No jargon. No pressure.
You will learn how the ring process works. You will see what matters when choosing a diamond.
What You’ll Learn:
How much to spend: Forget old rules and movie myths. You will learn what people usually spend and what feels right for you.
Which shape and style to choose: We explain shapes, settings, and metals. You will see how they work together.
Lab Grown vs Natural Diamonds: We explain the difference in simple terms. You decide what suits you best.
The 4Cs of diamonds: We explain cut, colour, clarity, and carat. You will know what to look for.
We make the first step feel simple.
We’ve Helped Over 500+ Men Choose the Perfect Ring
See more google reviews
Clear guidance, just like our customers experienced.
Timeless Styles We Design
Solitaire
Halo
DIAMOND BAND
TriLOGY
Bespoke
Diamonds & Gemstones:
Natural GIA-Certified Diamonds
Lab-Grown Diamonds (IGI Certified)
Precious Gemstones
Metals We Work With:
White Gold
Yellow Gold
Rose Gold
Platinum
Get personal guidance on your diamond & design.
What we Promise
Choosing an engagement ring can feel stressful. Many people worry about getting it wrong.
At Primo Diamonds, we focus on making the process feel calm and clear.
We help you understand your options, your budget, and your timeline. There is no pressure and no obligation.
If you don’t feel calmer and more confident, you can walk away. Our goal is simple: help you enjoy the process by putting clarity first.
Clarity
We explain everything in plain English.
If you don’t feel clearer and more confident, there’s no obligation to continue.
No-Pressure
You will never be pushed to buy.
If it doesn’t feel right, you can walk away.
Risk Free
You’ll understand your options before any money is spent.
No rushed decisions. No surprises.
We guarantee clear guidance, with no obligation.
Questions You Might Be Wondering About
We’re here to help you decide calmly and confidently.
“I don’t know what style she’d like…”
Don’t worry. We’ll help decode it from photos, hints, or jewellery she wears.
I don’t understand diamonds.”
We’ll explain it clearly, you’ll see what actually matters and what doesn’t.
“I don’t know her ring size…”
Most don’t. We’ve got tips to help you make the right choice, but if it’s not perfect? We’ll resize it for free
“I don’t want to overspend.”
We’ll show you how to get the most sparkle and quality for your budget.
Where to Find Us?
The Record Hall, 16-16A Baldwin's Gardens, London, EC1N 7RJ
A simple first step. No pressure to decide.
© 2026 Primo Diamonds Limited. All Rights Reserved.
Company Registration Number: 12471563 | VAT Number: GB 394213201 | FCA Firm Reference Number: 990143
Privacy Policy | Cookie Policy