A diamond is a very special purchase; a major investment as well as a beautiful piece of jewellery to last for a lifetime. It was with this sentiment in mind that Sarah Platnauer created Simply Diamonds, a bespoke diamond jewellery service allowing buyers to be involved at every stage.

"Buying a piece of jewellery should be an experience, not simply a purchase!" Sarah insists. Her ten-year career in the jewellery industry, especially as a jewellery and diamond buyer for a leading catalogue company, enabled her to gain the knowledge and experience necessary to set up her own business in the area that had always interested her the most.

Simply Diamonds offers clients the opportunity to own a truly unique creation, tailored to their exact specifications and budget. The personalised process starts with an initial consultation at a location of the client's choice, before Sarah makes a home visit. "When someone is spending a lot of money, it's very important to find a discreet environment where they feel comfortable," Sarah points out.

Many clients already have a picture in their minds of the style of jewellery they want, but Sarah will also help them look through magazines and brochures for ideas. To show the different sizes and cuts of diamond, she brings along a set of glass gems, which can be carried around safely. "This is a fun meeting where the client can play around with the different settings until we settle on a design."

Once a definite decision is reached, a detailed drawing of the piece is made, particularly for more intricate designs. Sarah will begin to source the real diamonds, ensuring that they are certificated - analysed by a governing body to clarify and guarantee exactly what is being bought. "This provides reassurance for the client," explains Sarah, who has attended diamond-grading courses herself and has plenty of experience of 'knowing' diamonds.

Stones are selected in line with the final budget, in whatever size or colour the client requests, and a further meeting is arranged for Sarah to explain the certification and grading. After final clarification of the design, she will then have the jewellery made up by experts in the Jewellery Quarter, who set the diamond in the client's choice of precious metal. Simple designs will be ready in four weeks.

Finally, Sarah offers a gift-wrapping and delivery service, again tailored to the client's requirements. "Sometimes the jewellery is a surprise gift, in which case there might have to be a secret rendezvous - I've ended up lying to wives and girlfriends so as not to blow the cover!" Sarah laughs. "For an engagement ring, I can have it delivered in a box with a bunch of flowers, so all the guy has to do is propose!"

This is the sort of personal service that regular jewellery shops just can't offer, and Sarah's expert advice on all aspects of diamond buying as well as her undoubted passion for the most celebrated of gemstones makes the whole experience extra-special.

Sarah can be contacted on 01562 884605 for an initial, no obligation consultation.