London isn’t just about tea and taxis-it’s one of the world’s top places to buy jewelry. Whether you’re hunting for a vintage diamond ring, a handcrafted gold necklace, or a one-of-a-kind designer piece, the city delivers. And no trip is complete without walking through Hatton Garden, the heartbeat of London’s jewelry trade. But beyond the historic dealers, there’s a quieter, glimmering world of independent designers and luxury boutiques tucked into Mayfair and Knightsbridge. This isn’t just shopping. It’s a chance to walk through centuries of craftsmanship, from mass-produced gems to pieces made by hand in tiny workshops.
Hatton Garden: Where the Trade Still Lives
Step into Hatton Garden on a weekday morning, and you’ll hear the clink of metal, the hum of polishing wheels, and the low murmur of dealers haggling in half a dozen languages. This narrow street in Holborn isn’t a tourist trap-it’s the working heart of the UK’s jewelry industry. Over 300 businesses operate here, from family-run workshops to global diamond traders. You won’t find branded windows or price tags in glittering displays. Instead, you’ll walk into small, unassuming shops with glass counters holding trays of loose stones and finished rings.
Here, you can buy a 1-carat diamond for under £2,500 if you know what to look for. A jeweler might show you a stone with a slightly lower color grade (H instead of D) but better clarity (VS1), saving you 30% without losing sparkle. Many shops offer custom design services-you bring a sketch, they build it in 7 to 10 days. Some even let you watch the setting process through a window.
Don’t expect a sales pitch. Most dealers here don’t need to convince you. They rely on reputation. Ask for a GIA certificate. Check if the shop is a member of the National Association of Goldsmiths. If they hesitate, walk out. A good jeweler will show you the stone under a loupe, explain inlay techniques, and tell you how the metal was sourced. One shop, Charles Taylor is a family-run workshop since 1947 that specializes in estate jewelry and custom engagement rings. Also known as Charles Taylor & Son, it has been supplying London’s elite with hand-finished pieces for nearly 80 years. They still use the same 1920s lathe their founder bought.
Designer Boutiques: Art, Not Just Accessories
Just a 15-minute tube ride from Hatton Garden, Mayfair and Knightsbridge are home to designers who treat jewelry as fine art. These aren’t stores-they’re galleries where each piece tells a story. Think of them as sculptors who work in platinum and sapphires.
Asprey is a British luxury house founded in 1781, known for its bold, nature-inspired designs and royal warrants. Also known as Asprey London, it has created pieces for Queen Elizabeth II and Prince Charles since the 1950s. Their dragonfly brooches, set with emeralds and diamonds, cost £12,000 and up. But they also have a ‘Made in Britain’ collection with smaller pieces starting at £1,200.
De Beers is a global diamond leader with a flagship London boutique offering conflict-free, traceable stones and custom engraving. Also known as De Beers Jewellers, it opened its London store in 2018 and now offers a digital diamond selector that shows you the journey of each stone from mine to setting. You can pick a diamond mined in Botswana, see its GPS coordinates, and watch a video of the miner who extracted it.
Then there’s Annoushka is a London-based designer known for wearable art with emotional storytelling, often inspired by her family’s Persian heritage. Also known as Annoushka Ducas, she launched her first collection in 1998 and now has a cult following among British actresses and influencers. Her ‘Dancing Diamonds’ necklace, with tiny stones that move with your body, costs £4,800. It’s not just jewelry-it’s kinetic sculpture.
What to Buy and Where to Avoid
Not every shop in Hatton Garden is trustworthy. Some cater to tourists with overpriced, mass-produced items labeled as "antique" or "vintage." A common trick? Selling modern cubic zirconia with a "1920s setting." Always ask for a certificate. If they say, "We don’t do certificates," leave. Real dealers have them.
On the other hand, designer boutiques rarely have sales. But they do offer payment plans. Asprey and Annoushka let you pay in 3 installments with no interest. De Beers offers a lifetime cleaning and resizing service with purchase.
Best buys in Hatton Garden: loose diamonds (G-H color, VS clarity), platinum bands, vintage Art Deco rings. Best buys in boutiques: hand-engraved pieces, colored gemstone designs, limited-edition collections.
Avoid anything labeled "London-made" if it’s under £500. Genuine handmade jewelry from a London workshop starts at £800. If it looks too perfect, too shiny, and too cheap-it’s not.
Timing Your Visit
Hatton Garden is busiest on weekends. Go on a Tuesday or Wednesday morning if you want to speak with the actual jeweler, not a sales assistant. Many workshops close on Sundays and Mondays.
Designer boutiques are open daily, but appointments are recommended after 3 p.m. on weekdays. That’s when the designers themselves are often around to answer questions. You might even get a private viewing of a new collection before it hits the floor.
Don’t rush. Spend at least two hours in Hatton Garden. Walk in, ask to see five rings, compare settings, and come back the next day. The best deals happen when you’re calm, not pressured.
How to Spot Real Value
Here’s a quick rule: metal weight matters more than stone size. A 0.5-carat diamond in a 3-gram platinum band is worth more than a 1-carat stone in a 1-gram gold setting. Platinum lasts longer, doesn’t tarnish, and holds stones tighter.
Check the hallmark. British jewelry must have three stamps: the maker’s mark, the metal fineness (925 for sterling silver, 750 for 18k gold), and the assay office mark (a leopard’s head for London). If any are missing, it’s not UK-certified.
For diamonds, ignore the 4Cs as a marketing tool. Focus on three things: symmetry (look through a loupe-do the facets align?), fluorescence (avoid strong blue-it makes diamonds look hazy), and cut (an "Excellent" cut from GIA is non-negotiable).
And always ask: "Can I take this home today?" If the answer is "We need to order it," walk away. If they have it on hand, it’s real. If they need to source it, they’re likely marking it up.
Final Thoughts
Jewelry shopping in London isn’t about spending money. It’s about finding something that lasts. Hatton Garden gives you access to the trade’s secrets. The boutiques give you art you can wear. Together, they offer something rare: the chance to own a piece of history, made by hand, in a city that’s been doing it for 500 years.
Don’t buy because it’s shiny. Buy because it’s honest. Buy because it was made by someone who cares. That’s the real value.
Is Hatton Garden safe for tourists to shop?
Yes, but be cautious. Hatton Garden is a working district, not a mall. Stick to established shops with visible memberships (like the National Association of Goldsmiths). Avoid street vendors or shops that pressure you to buy immediately. Most reputable dealers welcome serious buyers and will show you certificates and hallmarks. If something feels off, trust your gut and leave.
Can I get a better price in Hatton Garden than in designer boutiques?
Usually, yes-for diamonds and classic settings. Hatton Garden dealers buy stones directly from suppliers and cut margins to near zero. A 1-carat G-VS1 diamond ring might cost £3,200 there, while the same piece in a Mayfair boutique could be £6,500. But designer boutiques charge for craftsmanship, brand, and exclusivity. If you want a unique, one-of-a-kind piece with artistic value, the higher price makes sense.
Do I need to pay VAT on jewelry in London?
Yes, VAT at 20% is included in all prices. But if you’re a non-EU resident, you can claim a refund at the airport when leaving the UK. Just ask for a VAT 407 form at the shop and keep your receipt. Make sure the shop is registered for the Tourist Refund Scheme. Most large boutiques and reputable Hatton Garden shops are.
What’s the best time of year to buy jewelry in London?
There’s no big seasonal sale like Black Friday. But January and July are quiet months, so dealers are more open to negotiation. Some may offer small discounts or free engraving to close deals. Designer boutiques rarely drop prices, but they might throw in a free cleaning or sizing with a purchase during slower periods.
Can I get my jewelry custom-made in London?
Absolutely. Hatton Garden specializes in custom work. Bring a sketch, photo, or even a family heirloom, and a workshop can recreate or redesign it in 7-14 days. Designer boutiques like Annoushka and Asprey also offer bespoke services, but they’re more expensive and take longer-often 6 to 12 weeks. Custom is where London’s jewelry scene truly shines.
Next Steps
If you’re planning a visit, start with Hatton Garden. Walk down the street, pop into three shops, and ask to see three rings. Compare settings, ask about metal weight, and note who gives you the most time. Then head to Mayfair. See how the same diamond looks in a hand-engraved platinum band versus a mass-produced one. You’ll walk away knowing not just what to buy-but why.
Bring cash for Hatton Garden-many small shops don’t take cards. Bring a loupe or use your phone’s macro camera to check stones. And don’t forget to ask for the hallmark. That tiny stamp is your guarantee of quality.