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James Sanders London Diamonds Round Diamond Ring

It’s probably safe to say that James Sanders, London Diamonds founder, is a bit of an expert when it comes to choosing the right diamond engagement ring for you.

After all, he launched London Diamonds after becoming disillusioned with the traditional jewellery industry when looking to replace his wife’s original engagement ring.

London Diamonds – a new way to buy the perfect diamond engagement ring

James Sanders believes that each person on the search for engagement rings deserves expert advice, the human touch, but also real value.

As managing director of London Diamonds, James Sanders was  able to put this business idea in place. He says: “The whole idea for London Diamonds came from a problem my wife and I found with the engagement ring market.

“When we wanted to replace her diamond ring for a fair price, we found that what we were actually being asked to pay for all of the extraneous details that come with luxury brands. So, instead of getting a fair deal on naturally mined diamonds, for example, we were having to pay an enormous mark up to cover things like property costs for the retailer and the sales staff offering champagne while we browsed.

“It quickly became clear that customers looking for engagement rings face vastly inflated price tags from the brand selling the diamonds. As an active investor and entrepreneur I wanted to find a way to disrupt a market that overcharges so many people when they’re making one of the most important purchases of their life.”

James Sanders (London) sells engagement rings for a fair price

London Diamonds is very much the disruptive innovator that James talks about. As managing director, James Sanders leads the London Diamonds team in finding new ways to sell bespoke jewellery to the luxury market.

And customers respond to the London Diamonds way of doing things. James Sanders says: “We primarily use Instagram as our ‘store front’, effectively dispensing with all of the costs that go along with traditional retailers and brands selling diamonds. Our business model is about offering people so many ways to get the advice and support they need to make a purchase that is right for them.

“Our success lies in this vital communication as well as our focus on technology as an alternative selling service. Every sale is a responsible purchase, in that clients aren’t overcharged or expected to pay every extra cost when they buy their diamonds from us. We work harder to ensure our clients go away happy with jewellery that makes them happy.”

And the company is well on its way to fulfilling its aim of being a big name in the jewellery market in the UK. Since London Diamonds launched, it has steadily grown its business to become responsible for 1% of the very large engagement ring market in the UK – no mean feat for a start-up.

What does your choice say about you?

James Sanders (London Diamonds) is very focused on the success of the business, and to this end has ensured that the company has the required expertise and services people need.

This means, of course, that the team knows exactly what kind of beautiful cut works best. James has plenty of advice on how to choose the right kind of diamond that makes the most of your money.

It’s one of the most important purchasing decisions you’ll make in your life, and there’s always the ‘other option’. Reading this guide will help make your decision easier!

Different shapes and trends

There are 9 shapes to choose from. They are:

  • Heart
  • Radiant
  • Cushion
  • Round
  • Princess
  • Emerald
  • Oval
  • Pear
  • Marquise

The cut and shape that’s right for you depends on what you want from the ring – do you want understated chic or a statement piece of bling, for example.

The former would be something like an emerald cut, while the latter could be a pear cut – this is the kind of ring you often see on the finger of celebrities.

Practical considerations should come into this too. Will you be wearing it every single day or only on special occasions? Do you want something classic or totally unique? London Diamonds designs bespoke pieces if clients want something totally different.

Choosing different cuts for different people

The round brilliant is one of the most popular and probably iconic cuts of all. A standard diamond cut this way results in 58 faces that catch the light and sparkle brilliantly. They are the most expensive shape.

Also, for traditional tastes, the princess cut throws out plenty of sparkle too. It’s a square shape with very pointed corners and looks magnificent on a jewelled band. Princess are the least popular shape in 2022.

You’re probably ultra-glamorous if you go for the emerald cut. Another rectangular shape, it works well with a very high clarity stone and manages glamour with a vintage vibe without being dated. Emerald cuts don’t sparkle much as they have a more subtle look like icy water – totally unique.

The oval cut works well to make your fingers look longer, due to its very symmetrical shape. It also looks best when it’s quite large, but budget-conscious clients can get a similar effect using a halo of smaller diamonds. Ovals are the most popular cut in 2022.

A pear cut is a teardrop shape that has a rounded end and a single point. This shape can make smaller stones look bigger than they are, and can look particularly elegant.

Glamour and style – and something a bit different

The marquise cut was originally modelled on a woman’s smile and is perfect for clients who are looking for something a bit different. It’s a long stone with sharp ends and looks great on anyone’s hand. However, it’s likely that you’ll need a bespoke designed wedding band to fit properly.

A heart cut is a modified round stone and makes a real statement. Remember there are no wrong choices when it comes to finding the ideal cut for you. Heart cut diamonds don’t look as big on the hand compared to an oval or marquise so they lag behind in popularity.

The radiant cut is a combination of a rectangle or square shape with the round brilliance. If you’re not sure what this means, just know that it gives 70 facets for brilliant sparkle and in 2022, its second only to the oval cut in popularity.

A cushion cut means rounded corners and larger faces and, yes, you’ve guessed it, even more sparkle! This works well with a vintage or modern style band and is very popular right now but they tend to be cut deeper so won’t look as large on the hand as other cuts.

To find out more about London Diamonds as a business click here.