The most significant change to Hatton Garden in the last two decades isn't a heist or a renovation. It's a shift in how people buy. A new generation of jewellers has arrived on the street — companies like MOH London and 77 Diamonds — that operate on a fundamentally different model from the traditional walk-in shop.
The traditional model works like this: a jeweller holds stock in display cases, a customer walks in, and the jeweller guides them through the options that happen to be in the shop that day. The selection is limited to what fits in the display — typically 20 to 50 pieces. The customer sees what the jeweller chooses to show them. Pricing is discussed in person, often without a clear upfront number.
The online-first model inverts this. Instead of holding stock, the jeweller provides access to databases of tens of thousands of certified diamonds, each with detailed specifications, imagery, and pricing. The customer uses ring builder tools to configure exactly what they want — choosing the stone shape, the metal, the setting style, and seeing the price in real time. By the time they book an in-person consultation, they already know what they want and what it costs. The visit is confirmation, not exploration.
This shift is driven by buyers, not by the industry. Younger customers — millennials and Gen Z — research purchases online before committing. They read reviews, compare specifications, and want to understand what they're paying for before they walk into a shop. The idea of entering a jeweller with no preparation and relying entirely on the salesperson's guidance feels, to this generation, like buying a car without checking the price first.
Lab-grown diamonds have accelerated the change. These are chemically and physically identical to mined diamonds — same crystal structure, same optical properties, same hardness — but they're created in a laboratory rather than extracted from the earth. They typically cost 60–80% less than mined diamonds of equivalent grade. The traditional jewellery industry was slow to embrace them, partly because lower prices mean lower margins. But online-first jewellers, which compete on transparency rather than mystique, adopted lab-grown early. For buyers who care about what the ring looks like rather than where the carbon atoms came from, lab-grown has been a quiet revolution.