77 Diamonds was founded on the premise that with the advent of modern technology and modern jewellery manufacturing methods, it was possible to create a new breed of jeweller to service customers in a better way. The ambition was not only to offer the largest selection of diamonds in the world, but to manufacture the jeweller to such high standards combined with a market leading service that could outcompete even the finest branded jewellery companies. But the most outrageous ambitious of all was to do all of this at prices so low that other retailers could not even source their own jewellery at the same prices we sell directly to our customers.
Today, 10 years after we opened our doors, we have managed to achieve all of our ambitions, having created the leading independent online diamond jeweller both into the UK and Europe. With a dedicated showroom in the London Luxury Quarter (Mayfair), we can proudly offer our customers a truly luxury experience at affordable prices. Our customers can sit with our bespoke team of jewellery designers and create their own original piece, or choose from our extensive inventory of original, delicate designs or speak to our team of diamond gemologists to learn more about the subtle differences in diamonds.