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About Us

Primassure was formed in 2007 to provide a specialist insurance broking service to the UK and international diamond and jewellery industry.
Our personal service and eye for detail was really well received and it wasn’t long before our clients were asking us to help them with their own personal insurances so in 2011 we purchased the well-regarded Brentwood Insurance Services.

Our expanded experienced team work with the full range of UK regulated insurers including Lloyd’s of London and are delighted to provide the same level of commitment and excellence to all of our clients, however large or small.
Whatever your insurance needs please give us a call. All of our friendly staff are based in the UK and if you prefer we will be delighted to welcome you personally to our offices to talk over your requirements.

We are FCA regulated and are an Associate Member of the National Association of Jewellers.

Meet the Team

Sharon Guyver
Sharon has many years’ experience of broking local and UK-wide Commercial business into the Lloyd’s and company markets and has built up a large client base of loyal and satisfied clients. Sharon was appointed to the Board of Primassure in 2016 and has overseen a number of strategic initiatives, which have further developed our company in both the Jeweller’s Block and Specie market and the UK Commercial and Personal Lines market. Away from the office, Sharon enjoys the theatre and dining out.
Isabelle Azrak
Isabelle is our Board representative from our Swiss parent company. She graduated from the Universite de Lausanne and achieved an MBA from INSEAD Paris Fontainbleau before entering the world of international banking. Outside work Isabelle enjoys skiing in the nearby Alps and doing DIY and cooking with her daughter.
Ian Coughlan
Chief Finance & Operation Officer

01702 560139

James Flood
Head of Jeweller’s Block Division

01702 544972
07500 660900

James has almost 20 years’ experience specialising in Jeweller’s Block in the London insurance market.  James is a master of all front and back office roles having, inter alia, undertaken senior technical processing roles, claims broking for a major Lloyd’s broker and underwritten binding authorities for Primassure on behalf of Lloyd’s and company markets. James is a supporter of AFC Wimbledon (don’t ask!) and an avid follower of Formula 1.  Other interests include music, comedy and films.
Grant Phypers
Grant has 30 years’ experience as an insurance professional, with the last 19 years focused on UK specie insurance (jewellers, luxury watch industry & fine art dealers). He joined Primassure in 2012 and is responsible for developing new business, building relationships and establishing partnerships within the luxury goods industry, but he also looks after the insurance needs of some of our wonderful clients. Grant has a love for running and competes in the occasional 10k. He also enjoys reading, but above all else, has a real passion for his family.
Peter Staplehurst
Peter has over 40 years’ experience in the insurance industry initially with an underwriting background but moved into the broking sector 30 years ago. He heads up the personal lines division and specialises in High Net Worth business. Peter is a season ticket holder at Chelsea and enjoys socialising with friends & family.
Joanna Bidston
Natural Resources Senior Assistant

01702 209511

Jo has many years’ experience of working in management accounts and has recently joined the Primassure team. She is a keen runner, having completed many marathons and Iron man challenges. When not running she loves creative crafts such as quilting and knitting. She also enjoys long walks with her new puppy Snowie.
Rob Andrew
Rob has worked for Primassure since 2011, since coming from a background with over 20 years in the insurance industry with experience in dealing with personal lines and taxi insurance. He enjoys swimming and leisure activities, and socialising.
Alex Eveleigh
Alex has been working in the insurance industry for over 18 years as an insurance broker. He has been at Primassure since 2011 when they purchased the broker he worked for. He deals primarily with Personal Lines insurance but also assists with Commercial Lines insurance. Alex is a Liverpool F.C fan, and enjoys watching films and T.V series.
Hannah Dignum (BA) Cert CII
Hannah graduated from the University of Warwick with a degree in Ancient History and Classical Archaeology, and is now utilising her skills to add value to our customer services here at Primassure. She assists in the day to day running of the Jeweller’s Block department, overseeing renewals, claims and our Primassure Plus scheme. In her spare time Hannah is at the gym training to compete in powerlifting competitions or can be found cooking and baking for family and friends.
Fraser Cruiks
Insurance Technician
Jeweller's Block Division


Fraser joined the insurance industry in early 2020 and has been helping with the day to day running of the office, focusing specifically on Jewellery Block with renewals, assisting with customer query’s and having a key role in the Primassure Plus Scheme. In his spare time Fraser enjoys watching Basketball and going out with family/friends.