Luxurious • Ethical • Affordable

No-Risk Money Back Trial • Lifetime Warranty • Easy Payments


Laboratory created Tru-Diamonds™ are widely recognized as the world’s most affordable and ethical alternative to expensive, environmentally damaging mined diamonds.

To the naked eye - even of a professional jeweler - they are indistinguishable from top-grade mined diamonds, only their chemical composition is different. They look, feel and wear just like fine mined diamonds but cost only a small fraction of the price. And they are so hard they can even cut glass!

Where is the Tru-Diamonds Boutique / Where can I view your items?

Our popular Tru-Diamonds Boutique on 18 Brook Street, London, England, in the heart of one of the world’s most prestigious shopping precincts, is closed due to redevelopment and we are presently looking for another suitable location but our online store is always open for our burgeoning family of customers around the globe.

Online we have a wide range of styles for every taste and budget and feature exciting promotions and discounts.  Our 30-Day Money Back Trial ensures you’ll love showing off your Tru-Diamonds™ jewelry or get your money back whilst our Lifetime Gemstone Guarantee covers your gem and our Lifetime Replacement Warranty means you can replace your piece with new if it becomes worn or jaded although, properly cared for, it should last a lifetime.


The most important difference between mined diamonds and laboratory created Tru-Diamonds™ is the impact each has on the environment.

Consider the massive damage that diamond mining does to the environment with up to 250 tons of earth blasted and excavated in order to find just one carat of fine gem diamond. What’s more, mined diamonds have been used to finance conflict and exploit child labor causing misery for millions in their wake. No matter what assurances a jeweler gives you, it is impossible to know, with certainty, that your stone is not a Blood Diamond.

Tru-Diamonds™, on the other hand, are created under controlled conditions that are kind to the environment and leave no carbon footprint. This means you can be absolutely certain that they are NOT blood diamonds.

The other important difference lies in their chemical composition: Mined Diamonds are pure carbon whereas Tru-Diamonds™ are created from a combination of rare minerals. A survey of British women showed that the overwhelming majority did not know or care about the chemical composition of their gems so long as they looked authentic, lasted a lifetime and stood up to the same wear and tear.


Tru-Diamonds™ are diamond-like, zircon-based gems, formed by a scientific process that heats rare minerals to over 5,000 degrees Fahrenheit, under strictly controlled conditions. This results in a diamond-like, crystalline cubic form of zirconium dioxide (ZrO2) which, when synthesized, is super hard and optically flawless. It should not be confused with zirconium silicate (ZrSiO4), sometimes erroneously called "cubic zirconium".

The internationally registered trademark, Tru-Diamonds™, guarantees you the very finest gems available from this process. So strict is the quality control procedure for selecting Tru-Diamonds™ that every one of our gems comes with a lifetime guarantee that even the finest natural diamonds, costing a fortune, cannot match.


Like mined diamonds, Tru-Diamonds™ gems will last a lifetime and beyond if properly cared for. This simply means cleaning your jewelry regularly and keeping it away from creams, lotions and harmful chemicals. For more details, see Jewelry Care & Cleaning.

Tru-Diamonds™ are exceptionally hard and durable. But like their mined counterparts it is possible, although very rare, that they get chipped or damaged. The huge advantage with Tru-Diamonds™ over mined diamonds is that in the unlikely event your gem should get damaged or discolored, we give you a replacement gem free of charge.


When you compare Tru-Diamonds™ to mined diamonds using the four C’s that professional gemologists use to grade fine diamonds, every Tru-Diamonds™ gem measures up to the very highest-grade mined diamond:

  1. Color: The Gemological Institute of America classifies diamond colors on a scale from D to Z with D (pure-white) being the rarest and most sought after. Every Tru-Diamonds™ gem is pure white, D or E-grade color.
  2. Clarity: Less than 2 percent of mined diamonds are without internal flaws whilst all Tru-Diamonds™ gems are scientifically created to have no internal flaws (i.e. IF-grade).
  3. Cut: Due to their irregular formation mined diamonds cannot always be cut to perfect proportions, whereas Tru-Diamonds™ are always perfectly cut because they are created under controlled conditions. This maximises their brilliance, sparkle and lustre.
  4. Carat size: The weight (and size) of mined diamonds is expressed in “carats”. Tru-Diamonds™ gems are not identical in weight to mined diamonds, but they are the same sizes to their mined diamond counterparts.


Although Moissanite is a naturally occurring gemstone, like Tru-Diamonds™ all the Moissanite on the market today is created. Pure white Moissanite is rare as most stones tend to have a green, yellow or brown tint whereas all Tru-Diamonds™ gems are pure-white in color. Also, most Moissanite stones have minor internal flaws or inclusions and some jewellers say that the internal facets can appear blurry when examined closely due to the crystal structure which alters the light wavelengths unevenly within the stone. Tru-Diamonds™ are more stable, from an optical point of view, with ultra clean facet lines from the top of the gem.

What is Tru-Gold™ and Tru-Platinum™

Tru-Gold™ or Tru-Platinum™ Settings are made by cladding a generous 4 microns of 18-carat Gold or .950 Platinum onto a solid core of sterling silver. This results in a far more luxurious product than vermeil which has a plating of only 2.5-microns of 10-carat gold. Jewelry set in Tru-Gold™ or Tru-Platinum™ looks like expensive diamond jewelry but is yours for a fraction of the price. If properly cared for, these settings stand up to many years of normal wear and are ideal for jewelry you don’t wear day-in and day-out for a long period of time.


HOW DO I USE An offer code or PROMO CODE?

Enter the Offer Code in the space shown in your Shopping Basket or at Checkout. If there’s already an offer code shown, leave it if it is correct. Otherwise, click the ‘Remove’ button and enter the correct code without spaces or punctuation and click ‘Apply’. This will adjust the price(s) to those on offer.

Handy Tip: It’s a good idea to clear your cache each time you come back to any website to browse or shop as this will clear all outdated information and make sure you see the latest offers available.

Do you ship to the north america and other international locations?

Yes, we ship to the USA, Canada, EU countries and most other countries in the world. Customers outside the UK may have duties, taxes, customs fees, etc that are incurred by importing products into the country of destination. You can find out whether there will be any additional costs by inquiring at local customs office. In the event that your international shipment is refused at any point during the customs process and returned to Tru-Diamonds™, you will receive a full credit for the amount of the item(s), less any duties, taxes and return shipping costs.


In stock items are shipped immediately and customers in North America, Europe and the Middle East can expect to receive them within 5 to 8 days. Items not in stock may take 14 to 28 days as Tru-Diamonds™ jewelry is not mass produced and each item is carefully crafted, and hand finished.


Your order will be confirmed by email, as soon as it’s received, and you will be informed when it is due to be shipped. You will then be notified by email (or SMS) as soon as it is shipped. This email will include a link to the carrier’s website where you will be able to track the progress of your shipment. If you have any queries during this time, our Customer Service Team will be happy to assist you – simply email or call +44 333 043 5000 between 10 am and 4 pm British Standard Time.

Can you get my order here any faster?

The available shipping options will be shown at checkout and items that are in stock are usually shipped out the day your order is received. As our items are individually handcrafted, out of stock items take from 14 to 28 days.


For comprehensive information on how to return or exchange an item, please carefully read Returns & Exchanges as well as Our Guarantee.


For reasons of hygiene, if they have been worn, pierced earrings cannot be returned for refund or exchange unless defective in manufacture.

What do I do if an item is faulty when it's delivered?

Return it to us at Tru-Processing Centre, PO Box 90, Porth, Wales, CF40 9BL, United Kingdom with a covering explanatory letter and tell us whether you would like us to refund you or replace the item, whichever you prefer. It is a condition of our Guarantee that returned items are accompanied by your sales Invoice (or a legible copy) and are returned in their original presentation box and sleeve. If any of these are not included with your returned item, a restocking fee of 15% of the regular Retail Selling Price (RSP) will be deducted from your refund, regardless of what price you actually paid for the item. For more information see Our Guarantee.                                                               

Who pays the SHIPPING on returned items?

You need to pay the shipping cost when return an item to us. If you'd like us to replace the goods with another size, color or item, we won't charge you for shipping your replacement back to you. If the item you’ve returned was defective in manufacture, we’ll credit you with the shipping charge you paid on your original order. For more information see Returns & Exchanges as well as Our Guarantee.

What do I do if there's any other problem with my order?

If you have any problems with your order, email us at and we’ll get back to you promptly to let you know how we can help. Alternatively, you can phone us on +44 333 043 5000.


You can check your size using our Digital Ring Sizer or Request a Catalog and we’ll send you the latest edition of our Tru-Diamonds™ catalog, as well as a handy Jeweler’s Ring Sizer, by mail.

Can I get a Tru-Diamonds catalog?

Request a Catalog here and we’ll send you our latest edition with exciting special offers and a handy Jeweler’s Ring Sizer so you can check your current ring size.

Do you cater for Custom or bespoke orderS?

Currently, we do not manufacture bespoke jewelry pieces. We can supply most rings up to size 13 on special order and can also supply most designs with different stones of the same cut and size, for example, a Tru-Ruby instead of a Tru-Emerald, etc. If you have a special request, please email and our Customer Service Team will be in touch to quote a price on your requirements.

Can I cancel my order?

Yes, you are free to cancel your order any time before it’s been shipped. Once shipped, an order cannot be cancelled but is subject to Our Guarantee.

Can I change my SHIPPING address?

You can change your shipping address in My Account any time before your order has been shipped. Once the order has been shipped, we have no way of changing the shipping address.