Thanks go to Simon, for his WIN A FREE DIAMOND entry and feedback

We’ve had thousands of entries to our ‘Great Name Game’ competition, we thought Simon’s contribution invited a response and might get some new rhetoric started..

Simon says ‘Name doesn’t inspire trust’
That suggests that bonefide companies need to use ‘straight-laced names’ and only ‘dodgy traders’ choose memorable, imaginative, tongue-in-cheek brand names – presumably so you know NOT to trust them? I’m not sure what that statement says about Google, Moon Pig, Virgin or even Boots and what message is the book seller Amazon sending, given that paper production is the biggest single reason for shrinking forests. Our registered brand name is the very popular catch phrase not and what are the chances of you remembering Surely the con man is going to get as close to a strong brand like Tiffany, Cartier as possible? Maybe Tiffony or Cartiar – actually I have no idea how the con man’s mind works and presumably they wouldn’t be very good con men if we did know their mind-set.

Customers tell us [check the blog] that our highly memorable, ironic, even iconic, brand name is the very thing that makes them want to find out more when buying a quality diamond engagement rings . Surely the quality of a company is down to providence, testimonial, awards, accreditations all of which drip off our walls and are referenced and can be validated on our site. What about the highly successful jewellery group Swag from Surrey or the famous and very, very upmarket jeweller, Fred of Monaco and let’s not forget Tiffany, the most popular girls’ name amongst the C’s and D’s in Essex and East London ;-) (Only teasing Essex!)

Simon Says ‘Buying an expensive diamond ring online without seeing the article is pretty weird isn’t it’
That assumes that you know about diamonds, surely with an untrained eye and far from perfect lighting conditions it is unlikely that you would be able to discern diamond qualities or values looking at a 1 carat diamond which is just 6.5mm across.

Actual Size
Actual size [depending on screen res.]

You could be shown or told anything, there is a multiple jeweller out there [you know who you are] that offers customers 4x magnification loop to look at diamonds when the industry standard is 10x . With a diamond engagement rings its all about the diamond’s sparkle and that’s all about quality and what better endorsement of quality than a gemological lab’s very detailed and impressive, independent certification. The labs, like GIA, AGS, HRD etc. don’t sell diamonds and so are completely unbiased.

How we demonstrate differences in diamond quality and sparkle at

We have a shop and yet, after nearly 40 years in the diamond business, we know we’ll be able to provide a much better service online, using the technology we have developed. We can offer more choice, more selection, more information and give you more time and less pressure. is a consultative service, we talk to our clients and guide them through the maze of buying a fine Diamond Ring and provide them with the knowledge that allows them to make an informed and considered decision. After we deliver the client has a ‘cooling-off-period’ and I don’t mean 10 minutes standing at a shop counter as the next customer rams their pushchair into the back of your legs. Our client’s final decision is made, without pressure, in the comfort of their own home safe in the knowledge that they can return the diamond for a full refund and should that refund not be forthcoming their credit card will protect them and refund the cash directly.

Did you know that if you buy something from a shop and take it back, because you changed your mind, that the shop is not obliged to refund your money BUT an online company is obliged – the fact is, you are better protected, by law from a ‘distant seller’ than you are from a traditional shop and think about it, have you or anyone you know ever had a really bad online shopping experience? Online companies have to work harder.