77 Diamonds

77 Diamonds: diamond jewellery and bespoke design in London

77 Diamonds Limited is a British company registered in England and Wales operating in the fine jewellery sector, with particular focus on the engagement ring and certified diamond market. Its activity combines online sales with in-person service at showrooms, where clients can receive expert advice and view pieces before deciding.

Engagement ring catalogue

The firm structures its engagement ring offering around several categories. Clients can create their own ring starting from a setting or a stone, or choose from styles such as solitaire, diamond band, halo, vintage or trilogy. The selection includes natural diamonds, lab-grown diamonds and coloured diamonds, as well as gemstones such as sapphire, emerald and ruby. Available shapes cover round, oval, emerald, pear, radiant, cushion, princess, marquise, heart and asscher cuts. Rings are offered in white gold, yellow gold, rose gold and platinum.

Wedding rings, jewellery and collections

In addition to engagement rings, the catalogue includes wedding rings for women and men, with plain or diamond-set options, and a dedicated eternity ring section organised by setting type (channel, claw or designer) and by categories such as anniversary, promise or everyday. The jewellery offering is completed with earrings, necklaces, bracelets, cocktail rings and pearl jewellery. The company presents its own collections such as Toi et Moi, Starlight, Pearl, Kaleida, Mayfair, Gaia, Confetti, Olympia, Tea and Primrose.

Certified diamonds and gemstones

77 Diamonds sells loose diamonds with independent certification and conflict-free, according to its own presentation. The search can be refined by carat, cut, clarity and colour. Among its proposals are the 77's Ideal Cut collection, Cupid's Ideal Diamonds and Cupid's Ideal Lab Grown, the latter with laboratory-created diamonds. It also offers matched pairs and a selection of coloured diamonds in yellow, grey, blue and pink tones. In gemstones, in addition to loose stones, it allows creating engagement rings with sapphire, ruby or emerald, and offers educational guides on diamonds, coloured gemstones, pearls and ring sizes.

Bespoke design and customer service

The firm offers clients a bespoke design service in three steps, in which in-house specialists craft a unique piece from the client's vision. Service is provided online, by phone or by appointment at the showrooms. The company states that returns can be made within 30 days and that resizing is free during the first 60 days. For those who need faster delivery, there is a selection of ready-to-ship pieces and an express diamond shipping service.

Showrooms and international presence

77 Diamonds operates showrooms where clients can receive in-person advice on engagement rings and other pieces. The company offers a showroom locator and the possibility to book an appointment. Its website allows changing location and currency, with options for the United States and United Kingdom, among others. The company's registered office is in London.

Track record and recognition

The company presents itself as a firm with press awards and client testimonials, and maintains a responsibility section on diamond sourcing. Its in-house team of master jewellers signs the house designs. The company also publishes editorial content on its blog, The Notebook, with news and guides on jewellery.

Location and contact

2nd Floor, 3 Hanover Square, London, W1S 1HD · Phone: +44 203 540 1477