Editorial and
Commercial Policy
This site is funded by clearly labelled commercial features. Rankings and editorial verdicts are not for sale, and this page sets out exactly where the line is.
The one-sentence version: rankings and editorial recommendations cannot be bought, we earn no commission on ring sales, and anything a jeweller has paid for is labelled on the page where it appears.
What jewellers cannot pay for
A place in the Top 100, which is computed from Google review evidence using a published method and cannot be altered by hand for any business, paying or otherwise.
A place on any editorial list, a better position on one, or removal of a competitor from one.
The verdict, review summary or any factual finding on a profile page.
Removal or softening of accurate negative information.
What jewellers can pay for
Enhanced profiles. A featured jeweller can pay for an expanded profile page: more photography, more depth, video. The facts on it are still ours and still checked; payment buys space and production, not conclusions. Enhanced profiles are labelled as such on the page.
Jeweller of the Quarter. A paid spotlight, labelled as a commercial feature where it appears.
That is the full list. We sell no affiliate links, take no commission on any ring sale, and accept no payment for inclusion in rankings or lists.
How rankings are calculated
The Top 100 ranks verified London engagement ring jewellers on a Wilson score over the proportion of positive Google reviews, which weighs a score by the evidence behind it. The full method is published, including what it measures, what it cannot measure, and which businesses are excluded and why.
Review figures are refreshed monthly from live Google data. Where a figure moves implausibly it is held for manual review rather than published automatically.
How editorial picks are labelled
Where a jeweller appears on a data-led list on judgement rather than data, the entry is set apart and labelled as an editor’s pick, with the reasoning stated. Where a commercial relationship exists with a featured jeweller, it is disclosed on the page.
Fact checking and corrections
Practical details (hours, phone, address, ratings) come from each jeweller’s Google Business Profile rather than being typed by hand. Prices are quoted only from a jeweller’s own website, with a source link. Diamond-range claims (natural, lab-grown, both) are checked against the jeweller’s own site.
Jewellers may ask us to correct factual details at any time, and corrections are made once verified against a primary source. Jewellers do not review or approve editorial copy before publication.
If you believe anything on this site is wrong, tell us. Being checkable is the point of the site.
This policy was last updated in August 2026. If the commercial model changes, this page changes first.