About Us

Every Woman Deserves The Ring Of Her Dreams

It started with a mission: to create ethically produced, diamond jewellery that will last a lifetime without breaking the bank. We believe that every woman deserves the ring of her dreams, and that exorbitant costs and environmental damage should not be the price.

Eternally-Tru™ Engagement Rings and Wedding Bands are created with the same care and rigorous attention to detail that you’ll find at luxury diamond retailers and are set with genuine Tru-Diamonds™ - the high-quality, laboratory created gemstones that are kinder to the environment, conflict free and so hard and durable that they can even cut glass.

The World’s Premier Laboratory Created Gems

Tru-Diamonds™ is the world’s premier brand of non-mined, earth-friendly, simulated diamond jewellery – with over 100,000 delighted customers in the United Kingdom alone and many more all over the globe. In contrast to a top-grade mined diamond of 1-carat, which would set you back approximately £9,000, an Eternally-Tru™ solitaire engagement ring set with a similar Tru-Diamonds™ gem is yours for just £520. This means you can show off a stunning, high quality ring whilst saving just under £8,500 towards furnishing your home, buying a new car, going on fabulous honeymoon or splurging on your wedding!

The “rough” material from which Tru-Diamonds™ gems are cut, is manufactured by a process that heats rare minerals to a temperature of over 5,000 degrees Fahrenheit. This results in the formation of a cubic crystalline form of zirconium dioxide (ZrO2) (CZ) which, when synthesized, is very hard and optically flawless. It should not be confused with zirconium silicate (ZrSiO4), sometimes erroneously called "cubic zirconium".

Each gem is cut and polished under the most stringent criteria of colour, quality, size and shape resulting in Tru-Diamonds™ gems with the brilliance, fire and lustre usually seen only in rare, top-grade mined diamonds.

Mined Diamonds Are Falling Out Of Favour

Mined diamonds are fast falling out of favour due to their exorbitant cost, the devastating damage that mining does to the environment, and the stigma attached to the “blood diamond” trade. Not surprisingly, non-mined gems are becoming highly sought after, so much so that the world’s biggest diamond company started selling laboratory created diamonds in 2019, after years of asserting that they would never offer anything other than mined diamonds.

Eternally-Tru – Your Best Choice All Round

Each Eternally-Tru™ Engagement and Wedding Ring is set in a band of 9-carat white or yellow gold featuring ethically made, environmentally friendly Tru-Diamonds™ gems. These high-quality, laboratory created gemstones are so authentic that even a professional jeweller won’t know that they’re not top-grade mined diamonds when you’re wearing your Eternally-Tru™ ring.

Eternally-Tru™ is not just a more affordable choice - it’s also the earth-friendly choice that you can wear with pride and pleasure for the rest of your life.

Enjoy your jewellery from Eternally-Tru™ for 30 days. Pop the question, get a second opinion and show it to your friends and family and if you’re not delighted, we’ll refund your purchase price.

Unlike mined diamonds, when you purchase an Eternally-Tru™ Engagement ring, set with genuine Tru-Diamonds™, you know that it's 100% conflict-free and earth-friendly - making them not only the better choice for you but the better choice for all.

You can pay later with Klarna in 3, 6 or 12 equal instalments, allowing you to spread the cost of your purchase to suit your budget. 


Want to speak to someone?
Our Customer Care Team is here to help you.

0333 043 5000


PO Box 90
CF40 9BL