James Sanders London Diamonds founder on the return of a 90s favourite

James Sanders, head of London Diamonds, looks at the princess cut. Uber popular back in the ‘90s, is it time this square cut makes a comeback?

Before starting up London Diamonds, James Sanders was well used to the entrepreneurial mindset.
London Diamonds is a disruptive innovator in the best way possible – a way for customers to buy diamonds at their true value. And, as with most of the best ideas within the luxury market, it was devised to solve a problem.

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