+44 (0) 333 987 4985

What we do and how we do it

What we do?

In the simplest of terms, we make beautiful bespoke luxury jewellery. But what we do goes far beyond that.

Our diamond and gemstone jewellery service is as much about making you – the buyer, the client, the wearer, the person, the gift-giver – feel wonderful. By helping you design the jewellery and choose personalised elements in your piece, and by involving you in the process, you will feel you have been part of something. You become knowledgeable about your jewellery making you appreciate it even more.

We source outstanding ethical diamonds and gemstones at the best prices – and show you how we do this, talking through the properties of each stone so that you can learn about your own piece. 

At Alicia J we believe the design process should be just as special as the end product. We believe everyone should have the opportunity to put their own meaning into their jewellery. 

Whether you’re getting ready to design your engagement ring, or buying a present for a family member, we put you at the heart of the design and the creation process. 

We’re pulling back the curtains on the design process by sharing our diamond knowledge and gemstone expertise to ensure you can be 100% confident about your choice. And besides, who doesn’t love a little insider knowledge?

Being transparent is a huge part of what we do. From advice to price, you will receive honest guidance through every step of your purchase. 

How do we do it?

At Alicia J, our business has been built with you in mind every step of the way. You may have noticed we don’t have any high street showrooms, stores or extra operational costs. We operate online so we don’t add extra costs to our fine jewellery supply chains. Our fair prices result in the valuation generally being higher than the cost charged to the client. This is just one of the ways we work to put you at the centre of what we do. 

We start each journey in the same way – with the design process. There is a perfect piece of jewellery for every person and every occasion, and with you, we’ll create it during the design process. Our personal concierge service is all about making jewellery for you, with you. It’s a personal, unique experience for everyone.

Spark your imagination

For our first conversation, we can chat either over email or over a coffee, on a video call or in person. We will work around you to make the most of our time together. This is your chance to ‘think out loud’ (don’t worry: there are no stupid questions or ideas – we’re here to help). We will discuss likes, dislikes, timescales, budgets and more. Whether you have a specific idea, or you need inspiration via our mood boards, our consultation meeting explores all of the possibilities for your special piece of jewellery. 

Make it yours

Our skill is tailoring the ideas that emerge from the meeting to the lifestyle you show us. For example, if you lead a busy life, we may suggest setting your ring in a durable metal such as platinum, with a slimline design so your ring won’t get in the way of your active lifestyle. And if the piece of jewellery and your lifestyle is all about standing out in a crowd, we’ll tailor that information into your design, too. 

Whatever is important to you is important to us. We will discuss all of your options, allowing you to examine the choices and tell us what you like and what you don’t.

Together we will then decide on a winning design and finalise adjustments, size, personalisation options such as engravings, and any other finishing touches you wish to add. The excitement is tangible at this stage.

Craft your masterpiece

The final design is sent to our co-founder Roshan in Dubai to start the craftwork.  Even though your jewellery might be miles away, it’s always safe in our hands. Roshan oversees the process from start to finish to ensure your tailormade design is crafted to perfection.

All our diamonds are ethically sourced – we wouldn’t dream of having it any other way and neither would our customers. Every diamond above 0.5 carats comes graded by and with a diamond report from the GIA (The Gemological Institute of America) – an independent and internationally respected laboratory. Knowing the exact properties and source of your unique stones is proof of the finest quality ethical sourcing.

The big reveal!

When your jewellery arrives back at our HQ in the UK, we package it beautifully for you, and include diamond and gemstone reports and care instructions in this package. 

We also provide all our customers with a complimentary valuation from a recognised and licensed jewellery professional in the UK. We always follow our promise of excellent service right from the start through the end. 

Our co-creation process is at the core of what we do. We invite you to become the artist in your design. Once you have infused your own meaning onto your bespoke jewellery, the story behind the piece you’re creating becomes so much more powerful. These are pieces of jewellery that will be treasured forever.


Alicia J Diamonds