Our story
Three generations in the diamond trade.
Amada is the retail house of BuyFineDiamonds — founded in 2005, still in Hatton Garden, and built so someone buying one ring gets the same access as someone buying fifty.
Why Amada
Four reasons the same diamond costs less here.
Finished in Hatton Garden.
Manufactured and finished in our own workshop, then hallmarked in London.
The same stone, without the markup.
You pay for the diamond and the craft, not a chain of middlemen.
Third-generation jewellers.
Twenty years online, and one of the biggest names in the UK trade.
The stone you want, in stock.
Over 2,000 certified stones in London, and a wider pool through the quarter.
FAQ
Before you visit
Here are answers to some of the most common questions. If you can't find what you're looking for, our client care team is always here to help.
Who is behind Amada Diamonds?
Amada is the retail house of BuyFineDiamonds, founded in 2005 by Rutul Shah and built on three generations of family experience in the diamond trade. The business has been in Hatton Garden throughout.
How is Amada related to BuyFineDiamonds?
Same family, same workshop, same metal standards, different channel. BuyFineDiamonds is the trade-facing side. Amada is the consumer storefront — built so someone buying one ring gets the same access as someone buying fifty.
How long have you been trading?
BuyFineDiamonds launched online in 2005, so more than twenty years online — and the family was in the trade well before that.
Does buying direct mean a smaller range?
The opposite. We hold over 2,000 stones in London with access to more than 20,000 through our Hatton Garden network — so the range is wider than a high-street window, not narrower.
Hatton Garden
Come and see the work.
Half an hour at 34 Greville Street with a gemmologist, the loupe, and the tray. Or read the longer story first.
Mon–Sat, by appointment · No pressure to buy