London Diamonds founder and managing director James Sanders is always keen to ensure customers get the best advice before they select their diamond engagement ring.
James Sanders founded London Diamonds in response to the unfair mark-ups propagated by the traditional jewelry industry. He leads the London Diamonds team in creating bespoke jewellery for a fair price with each ring made to order.
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London Diamonds makes buying a diamond engagement ring easier
“London Diamonds came about from an idea to improve the way people can buy engagement rings,” explains James Sanders. “The luxury market can be incredibly unfair to the average customer who is looking for an engagement ring – often one of the most important life purchases they’ll make.
“As a business idea, London Diamonds sparked for me following an unsuccessful attempt to navigate the traditional jewelry industry in a fair way. I realized that the brands selling diamonds didn’t necessarily have better diamonds than other retailers. It was clear that there are so many people paying over the odds in order for the old-school business model to function as it always has.
“I wanted to create a company that offers real value, expert advice, and bespoke pieces, As managing director of London Diamonds I make sure the company does just that, and customers respond really well to our model in so many ways.”
James Sanders (London Diamonds) on offering customers the other option
An active investor in a number of other alternative asset classes (including art, gold, cryptocurrency and others around the world), James Sanders has instilled his brand with expert sales staff and, crucially, the human touch.
“From the start, London Diamonds was different,” says James Sanders. “I wanted to break into the engagement ring market but in a whole new way. We’ve built up our client base via Instagram and online, allowing customers to be our spokespeople.
“And it’s worked really well. We’ve carved a niche in the UK market for engagement rings, and intend to keep growing our brand. We also know that people come to us for advice and guidance on how to select the best diamond rings for their needs.
“For example, we are big proponents of lab-grown diamonds, and I believe these are very much the future of the industry. We’re happy to advise on the differences between naturally mined diamonds and lab-grown, and help clients get the best option for them. Every stone we sell is important, and our success so far shows that we’re very much on the right track I hope.”
London Diamonds – a disruptive innovator in the luxury market
As managing director, James Sanders (London-based) has created a company that is not only targeted at the engagement ring market but is able to bring an extra dimension to customer service.
As part of this, the London Diamonds team knows just about everything there is to know about diamonds, including the different cuts. This is part of their success in selling to clients who are just looking for a beautiful cut, but may not know enough about diamonds to know what to look for when buying.
James Sanders says: “Our success lies in being able to advise, communicate with and help our clients find the diamond that makes their purchase special. Ever business should be doing this, but many that are considered luxury simply aren’t. We’re here to break through the mystique often associated with buying diamonds, and our services reflect this attitude.”
James Sanders – my guide to different cuts and shapes of diamonds
“When it comes to choosing diamonds the cut is the most important of the ‘4Cs’, ” explains James Sanders. “It’s not super complicated but it is important, particularly when you’re looking for a once in a life time purchase. “
James Sanders starts by explaining the crucial difference between the shape of a diamond and its cut. He says: “You will find these terms are often used interchangeably, but there is actually a difference. The shape refers to the overall outline of the stone – so whether it’s an oval or round brilliant, for example.
“The cut, on the other hand, is the descriptor for how many tiny facets have been cut into the diamond’s surface. These are what determine the way the light shines through the gem – something that is important for those selecting a diamond ring. But only round diamonds have a cut grade normally so plenty of retailers simply make it up.”
What are the different shapes of diamonds called?
There are four standard shapes of diamond:
- Oval.
- Rectangular.
- Square.
- Round.
“You will see when you search online for a diamond ring that there are many other, more complex, shapes available too,” says James Sanders. “These include Princess, Emerald, Asscher, Cushion, Marquise, Radiant, Pear and Heart. These different shapes apply whether you’re looking for natural diamonds or lab grown diamonds.
“And while you may see diamonds described as ‘oval cut’, this actually refers to the overall shape or form, rather than the cut of the stone. In this way the term ‘oval cut’ is a bit of a misnomer.”
What are the different diamond cuts?
“Brilliant, step and mixed are the most common diamond cutting styles,” James Sanders explains. “The different cuts will determine how sparkly your chosen gem ends up being.
“A brilliant cut diamond has lots of kite-shaped and triangle-shaped facets that are directed outwards from the centre point of the gem. These kinds of stones are designed to be as sparkly and shiny as possible.
“A step cut, on the other hand, is rectangular or square in shape and has lots of facets that lie parallel to each other. A flat surface is left on top of the gem, while facets are cut into each of the four sides so that they look like a step going down into the stone.
“Step-cut stones have fewer facets and are therefore less sparkly than a brilliant cut. They have a much cleaner look and some customers feel they’re more classic or sophisticated. Examples of step cut diamonds are asscher, baguette and emerald cut.
“Finally, a mixed cut is a combination of the two I’ve already described. Badly cut stones aren’t as sparkly and don’t give out as much light, leaving them duller. To spot a badly cut stone, you should look out for dullness and darker patches. A general sense of being lackluster and flat should also stand out.”
