We founded Avita with one clear conviction — that the experience of buying an engagement ring or piece of fine jewellery should feel as special as the occasion it marks. For too long, the high street jewellery industry had been built on opaque pricing, vast retail overheads, and middle-men who added cost without adding value.

We wanted something different. A jeweller who genuinely cared — about the quality of every piece, the ethics of every stone, and the experience of every customer who trusted us with such a significant moment in their lives.

So we built Avita from the ground up: a direct, honest, workshop-led jeweller based in London, with no showroom markups and no compromise on craft.

With more than 20 years of experience in diamonds, we have spent decades developing the expertise and supplier relationships that allow us to hand-pick every stone — not by algorithm, but by eye. Every diamond we use is physically examined and chosen using the 4 Cs alongside six further elements that we have refined over two decades of practice.

That depth of knowledge is baked into every ring we make, and it is why our customers return to us — not just for engagement rings, but for wedding bands, anniversaries, and pieces they will pass down to the next generation.

Lab-grown diamonds are physically, chemically, and optically identical to mined diamonds. They are real diamonds — grown in controlled environments that eliminate the environmental and ethical concerns associated with traditional mining.

We embraced lab-grown diamonds because they align with everything we stand for: quality without compromise, ethics without sacrifice, and price without pretence. A lab-grown diamond from Avita gives you a bigger, higher-quality stone for the same budget as a smaller mined diamond — and you can wear it knowing exactly where it came from.

Every lab-grown diamond we select meets our exacting standards:

• Colour: D — the highest grade
• Clarity: VS1 — clean to the naked eye
• Cut & Brilliance: Excellent — maximum sparkle
• Independently certified
• Hand-picked, physically examined
• Chosen using the 4 Cs and six additional elements

For mined diamonds, we subscribe to the Kimberley Process — a United Nations initiative that tracks diamonds from mine to retailer, ensuring every stone we use is entirely conflict-free.

We stand behind every piece we make with our 10-Year Avita Diamond Guarantee. It is not a marketing phrase — it is a written commitment to the quality of our craftsmanship and the diamonds we use.

Alongside our guarantee, every Avita customer receives lifetime complimentary cleaning and polishing, because a ring that is looked after should always look as beautiful as the day it was given.

We are a little old-fashioned in our view of what a jeweller should be. We believe your jeweller should genuinely care about every piece they make — whatever the price point. The 10-year guarantee is simply our way of putting that belief into practice.

When you buy from Avita, you are not just buying a ring. You are buying the confidence that the people who made it will still be here for you a decade from now.