
No two natural stones are ever identical, they all have their own characteristics to be enhanced or played down by cutting and polishing. Despite there being over 16,000 different configurations of stone quality, we have two questions; how pretty is the stone, and is it worth the asking price? Every diamond we sell, has been inspected at least three times by separate individuals, and offered against each client brief and budget.
We source and sell the highest quality diamonds

We begin with a free 15-minute consultation to understand your specific brief and budget. Whether you are looking for a specific GIA grade or a unique heirloom quality, we define exactly what "pretty" means for your perfect stone.
Our experts leverage 60 years of experience to navigate over 16,000 stone configurations. We look beyond the appraisal papers to find diamonds with a "big glittering personality," hand-selecting only those that offer the best visual sparkle and genuine value.
Before any diamond is offered to you, it is inspected at least three times by separate individuals. We verify that the stone meets your brief and budget perfectly, ensuring you receive the absolute best diamond you can afford.
Book a free 15-minute consultation call with us to discuss what you’re looking for, and to make sure we get along!
Once you’ve submitted your request we’ll be in touch to arrange a time and request any further details needed.
Prefer to chat?
If you’re still not sure but would like to take some measurements:

We created the Diamond Society to thank the friends who grow our community. For every introduction leading to a successful sale, we gift you a small diamond as a token of our appreciation.
You can use these stones for an immediate piece of jewellery or let Heirloom hold them until you have a collection ready for a larger project. Your diamond is presented once the new client’s jewellery is delivered—no strings attached.
If you know someone who would value our expertise, introduce us today and start building your own diamond collection.

Great service, personal approach, final product above expectations!

I'll break this review down into 2 steps so you can read the one most relevant to you! The long and short of is however that yes, you should choose Ruth to source your stone and/ or design & build your ring! Step 1: Sourcing a stone. By far and away, Ruth was the best of the 3 jewelers that I went to when sourcing a coloured diamond to build an engagement ring. She was immediately responsive, had the best connections and found what turned out to be the right stone within a day (although I was difficult and wanted to compare it to a few others, which she was happy to help with!). Step 2 - Designing the ring: I came into the process with an idea of what a 'safe' ring design would look like (i.e. the one on the picture that my girlfriend had shown me, a standard halo) - but I did also want to play around to see if we could go with a more floral design. Starting with a mood board and then moving onto more detailed drawings, Ruth was always fast at iterating her designs and providing helpful tips for me to think about. In the end we got a unique variation of the halo, with yellow gold accents to accentuate the colour of diamond, and a perfect polish and finish!
We do offer synthetic diamonds or lab-grown diamonds. They aren't necessarily the best investment for your jewellery project and we always check in on your objectives further when we speak before advising on the right stone. We've written more about buying synthetic diamonds here.
We ask our client for a retainer when we start working on design concepts and production work. The first discussion and subsequent correspondence is generally free of charge.
As you can read in several of our advice articles, there are thousands of cheaper diamonds out there sold by companies who specialise in the acquisition of cheap stones. For many people, this is a good enough solution. For those who are more discerning in their tastes, and want a stone that looks amazing in any light and that doesn't drop in value as soon as it's purchased we offer this service. Stones that have been seen by Heirloom, and are confident that the appearance is worth the cost. It is very easy to buy a cheap diamond online, it's just worth noting that a cheap diamond is then what you will own, there are no bargains. Finding the best stones on the market is more of a skill and that is what our experts do.
We can set stones in simple ‘placeholder rings’ that will hold them securely while we work with your fiancée on their dream engagement ring. This will cost £300 (we use 9 karat gold), and we will replace their stone with a cubic zirconia once it is rehoused so they still have a ‘backup ring’.
We are not an online retailer, we are a specialist buying service and we have personally viewed and sourced the diamonds we sell. This takes time and expertise as well as administration hours. That is what clients pay for.
We offer a 14 day returns period from date the diamond is received at your address. If you have changed you mind in this time frame, we will require notification ASAP, and once we have ascertained that we have received the original stone back, we will issue a refund less 10% administration charge.
At the moment we can ship to EU states, and the USA. There are extra charges to be met here for shipping and insurance.
In short, no. A lot of the stones we have access to are not listed (they don’t need to be, they will sell anyhow) and we are a VAT registered company, and the bank charges us for cash.
We're not saying you can't trust it, just to take it with a pinch of salt. You can’t certify a diamond, you can only appraise it. All diamonds are viewed by human eyes, and they occasionally get it wrong. In addition, diamonds can be appraised en masse for large resellers, which doesn't offer the same level of care. Finally, some online diamond retailers know that for the inexperienced, it is a lot easier to take what a certificate is saying as being gospel, than to be able to judge the quality of a stone. And they play on that. For us, you can’t trust the appraisal until you have seen the diamond.
When you choose a diamond from Heirloom London, it is because you are looking for something really special. We view all of our stones individually to ensure each client finds the best looking stone for their needs and budget.
We find people who would sooner buy a diamond on the paper assessment alone are not interested in stone appearance, and so are best served by the online stores already out there.
Yes, we can source you a traceable stone. There will be a surcharge for this service, due to these stones requiring extra steps to ensure supply remains traceable, and thus costing more.
All of our stones are sourced through the terms laid down by the Kimberly Process, a global mechanism for ensuring that stones have not entered the market through slavery or sold to support conflict.
If you are looking for something not covered by our services just get in touch. We’ll be able to answer your question right away and our first conversation won't cost you anything.