Queensmith vs MOH London
Showroom experience vs online-first technology on Hatton Garden
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Jeweller comparison
Diamonds Factory vs MOH London
Both are online-first jewellers with a Hatton Garden presence — but they approach the market from opposite ends. One is built around volume and competitive pricing. The other is built around certified inventory and a curated consultation. Here is what the difference actually means for you.
PK
Parth KananiSeptember 2026 · 8 min read
Updated September 2026Independent editorial — not sponsored
At a glance
Side-by-side comparison
| Diamonds Factory | MOH London | |
|---|---|---|
| Address | 10-11 Hatton Garden, EC1N 8AH | 19-21 Hatton Garden, EC1N 8BA |
| Model | Online-first + walk-in showroom | Online-first + appointment consultation |
| Walk-in | Yes — Mon-Sat | Appointment only |
| Trustpilot | 4.7 | 4.8 |
| Price positioning | Mid-range to affordable (££) | Mid-range premium (££–£££) |
| Lab-grown diamonds | Yes — major focus | Yes — IGI certified |
| Bespoke service | Yes | Yes — London workshop |
| Searchable inventory | Catalogue of ready-made designs | 1,000,000+ certified diamonds online |
| Online pricing visible | Yes — prices shown on site | Full prices shown upfront |
| Nearest station | Chancery Lane (3 min) | Farringdon (2 min) |
Diamonds Factory
Volume, value, and a walk-in showroom
Diamonds Factory is one of the largest online diamond jewellers in the UK — and one of the few that genuinely combines scale with a physical Hatton Garden presence. Their showroom at 10-11 Hatton Garden is walk-in friendly, open Monday to Saturday, and staffed by people who can help you without a formal consultation booked.
The name signals the positioning clearly: this is a factory-direct operation. By removing the layers of middlemen that traditional jewellers rely on, Diamonds Factory keeps prices competitive on a wide range of ready-made designs. Their catalogue covers engagement rings, wedding bands, eternity rings, earrings, pendants, and bracelets — and the volume of designs available online is genuinely impressive.
Their lab-grown offering deserves particular mention. Diamonds Factory ranks in the top three on Google for "lab grown diamond engagement rings" — that is not an accident. They have invested heavily in this category, and the selection reflects it. If lab-grown is your preference and value matters, they are a credible first stop.
The trade-off is in depth of inventory for custom configurations. Diamonds Factory excels at ready-made designs priced attractively. If you want to configure a ring from scratch — choosing a specific certified diamond from thousands of options by exact cut grade, fluorescence, and table percentage — the experience is more limited than a specialist diamond search tool. The model is built for volume and accessibility, not for the buyer who wants to spend three evenings comparing 200 stones by spec.
Diamonds Factory strengths
- Walk-in showroom on Hatton Garden — no booking needed
- Factory-direct pricing — competitive across all categories
- Strong lab-grown diamond range — major UK market focus
- Large ready-made catalogue — wide choice of styles
- Online prices shown clearly — no enquiry needed
Diamonds Factory limitations
- Smaller searchable certified diamond database
- Less suited to granular diamond spec comparison
- "Factory" brand name signals volume over boutique
- Consultation experience less personalised than appointment-based rivals
MOH London
Certified inventory and a build-your-own approach
MOH London starts from a different premise. Rather than presenting a catalogue of pre-designed pieces, they give you direct access to over 1,000,000 certified diamonds — GIA certified natural stones and IGI certified lab-grown — searchable online with full grading details and prices shown upfront. You configure the ring you want around the specific diamond you have chosen.
Their ring builder is the centrepiece of the experience. You select a setting, then search the diamond database by carat, cut, colour, clarity, fluorescence, table, depth, and certification. Prices update in real time as you adjust the spec. It is a genuinely different level of control compared with browsing a ready-made catalogue — and it attracts a particular type of buyer: one who has spent time researching and wants the database to confirm their thinking before any conversation happens.
MOH London's diamonds are listed on CaratHunter.com at premium rates — this tells you something about their market positioning. They are not competing purely on price. The proposition is the depth of inventory and the confidence that comes from being able to compare hundreds of stones at the same specification before making a decision.
The limitation is access. MOH London at 19-21 Hatton Garden is appointment-only. There is no dropping in on a Saturday afternoon. If you want to pick up, handle, and compare rings without committing to a formal meeting, you will need to look elsewhere first.
MOH London strengths
- 1,000,000+ certified diamonds — GIA natural and IGI lab-grown
- Granular diamond search — filter by every grading parameter
- Full pricing transparency — ring and stone priced upfront
- Dedicated appointment — focused, unhurried consultation
MOH London limitations
- Appointment only — no walk-in access
- Smaller ready-made design catalogue vs Diamonds Factory
- Requires comfort with online research tools
- Less suited to discovery or impulse browsing
The real difference
Volume versus depth of search
Both jewellers are online-first with a Hatton Garden address — that is where the similarity ends. The distinction is not quality. It is what you are optimising for.
Choose Diamonds Factory if you...
- Want to walk in without booking and browse in person
- Are looking for a ready-made design at a competitive price
- Value factory-direct pricing above configuration flexibility
- Want a strong lab-grown diamond range with accessible pricing
- Prefer to see the ring in person before you decide
Choose MOH London if you...
- Want to search over a million certified diamonds by exact spec
- Value the ability to configure from stone up, not design down
- Want to do serious diamond research before visiting anyone
- Are GIA/IGI certification-driven and want to see grading reports
- Prefer an appointment model — focused time, no distractions
Our take
What we actually think
Both are legitimate choices — the deciding factor is how you want to shop.
Diamonds Factory has built something genuinely impressive: a factory-direct operation with a proper Hatton Garden showroom, competitive pricing, and a lab-grown offering strong enough to rank top three nationally. If you are a buyer who wants to walk in, see pieces in person, and pick something from a well-priced catalogue — they deliver that efficiently and without fuss. Do not dismiss them because the brand sounds volume-driven: the quality and reviews speak for themselves.
Where MOH London stands apart is for the buyer who wants control at the diamond level. The ability to search over a million certified stones — filtered by every grading parameter, with prices shown in real time — is a meaningfully different experience from browsing a catalogue. You are not choosing from what they have decided to stock. You are choosing from the market.
Our honest read: if price and convenience are your primary drivers, Diamonds Factory is well worth considering. If the stone itself is where you want to spend your attention — and you want the widest possible choice of certified diamonds with transparent pricing — MOH London is the stronger tool for that job.
Visit both
More comparisons
Still deciding? See how other Hatton Garden jewellers compare.
Common Questions
Is Diamonds Factory cheaper than MOH London?+
Diamonds Factory positions itself on value — their factory-direct model removes distributor margins, which keeps prices competitive. MOH London sits at a mid-range premium, with their diamonds listed on CaratHunter.com at market rates. For a given specification, Diamonds Factory may price lower on ready-made designs, while MOH London's advantage is the breadth of their searchable certified inventory — over 1,000,000 stones — which gives you more options at every price point. The best approach is to spec the same ring on both and compare directly.
Can I walk into Diamonds Factory without an appointment?+
Yes. Diamonds Factory has a walk-in showroom at 10-11 Hatton Garden, EC1N 8AH, open Monday to Saturday. You can browse and be served without booking. MOH London at 19-21 Hatton Garden operates by appointment only. If you want the flexibility to drop in, Diamonds Factory has the clear advantage here.
Do both jewellers sell lab-grown diamonds?+
Yes — and lab-grown diamonds are a genuine focus for both. Diamonds Factory ranks in the top three for "lab grown diamond engagement rings" in Google search, which reflects how seriously they take that market. MOH London offers IGI certified lab-grown diamonds through their ring builder, searchable and priced upfront alongside GIA certified natural stones. Both are credible choices for lab-grown. The difference is in the depth of online inventory: MOH London's searchable database is significantly larger.
Which has better customer reviews?+
Both are well-regarded. Diamonds Factory holds a 4.7 on Trustpilot with a large volume of reviews reflecting their scale. MOH London holds a 4.8. The gap is small. Diamonds Factory reviews often praise value for money and competitive pricing. MOH London reviews tend to highlight transparency, the quality of the in-person consultation, and confidence in the certification process.
Can both make a bespoke ring?+
Yes. Both offer a bespoke service. Diamonds Factory has the infrastructure of a large operation and can accommodate custom designs alongside their extensive ready-made catalogue. MOH London's bespoke service is configured through their online ring builder tools, with an in-person consultation in Hatton Garden to confirm the design before manufacturing. The approaches differ in feel: Diamonds Factory emphasises volume capability, MOH London emphasises a more curated process.
Which is closer to the tube?+
MOH London at 19-21 Hatton Garden is approximately a 2-minute walk from Farringdon station (Elizabeth line, Circle, Metropolitan, and Hammersmith & City lines). Diamonds Factory at 10-11 Hatton Garden is closest to Chancery Lane station on the Central line — roughly a 3-minute walk. Both are very easily accessible; Hatton Garden sits between the two stations.