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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.
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.
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.
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.
Jonathan Knight
Client Director - ACII DipPFS

01702 544 972
07714 960 653