Lee Eslamifar
– Founder
Hello, my name is Lee. I created Fairy Tale Diamond in 2021 having spent 15 years working in London’s Jewellery capital, Hatton Garden.
I have always believed that honesty and transparency should be at the forefront of any communication and with thousands of very happy customers over the years, it seems they are qualities respected by most people.
I have a passion for designing Jewellery but it’s important to me that my customers feel they are listened to, that we evolve the designs together to ensure that regardless of budget, the final outcome is a piece of Jewellery that the customer loves, and that they are receiving a level of customer care befitting such a personal experience.
About Us
Fairy Tale Diamond was a venture we embarked on as a family. My wife, Sarah-Jane, gets roped into hand modeling and my daughter, Amelia, absolutely loves seeing the beautiful rings being designed and made. You’ll find a few “princess approved” videos on our Instagram account
15 years in the Jewellery industry has allowed me to develop close, trusted relationships with diamond suppliers around the world which enables me to seek out the best available diamonds at the most competitive prices. Likewise, a career spent working on Hatton Garden has also enabled me to grow fantastic working relationships with workshops in that area ensuring all our pieces are created to the highest quality in the most cost effective way.
Jewellery is my passion and as a fully trained CAD Jewellery designer, I pride myself on having the greatest involvement in every piece of jewellery we sell. From design, to quality checking the final product. Each piece of Jewellery purchased through Fair Tale Diamond is able to be given an individual, personalised touch which means that you are able to make your item one of a kind.
Working in collaboration with Fairy Tale Diamond, there are no middlemen or third parties involved. Every item of Jewellery is designed in house and specifically tailored to the individual. This is what makes us different to most high street jewellers. We will get you the best diamond for your budget and its normally about 50% cheaper than what’s on offer on the high street
Our Story
In 2015 I proposed to my wife, Sarah-Jane, and was able to witness first-hand the utter joy of seeing my then girlfriend, absolutely elated as she opened that small black box to reveal her dream ring with all the personal touches I’d added to make it extra special.
It was then that we started to discuss the prospect of creating a family run company that understands how special that moment is, how important it is to go that extra mile to help bring to life the ideas and visions of the individual. To ensure their partner feels that same rush of emotion, not only as they see that ring for the first time but every time they look down and see ‘the ring’.
Our aim is to ensure there is a sense of trust and confidence throughout the whole process. We focus on supplying the best diamond for our customers whether your budget is £1000 or £100,000.
