up to 75% cheaper | 30 day return policy
+44 20 3540 1477(UK)  
Seventy Seven Diamonds Showroom Seventy Seven Diamonds Showroom

Welcome to 77 Diamonds...

Welcome to 77 Diamonds, a new breed of jeweller specialising in engagement rings and diamond jewellery. We have a simple aim: To bring simplicity, clarity, choice and value to the process of buying the highest quality diamonds and bespoke jewellery.

With unrivalled, direct access to over 70% of the world's finest polished diamonds, we deliver delicately crafted, high quality engagement, eternity and cocktail rings as well as earrings, bracelets and necklaces - taking design inspiration from a variety of genres (from modern through to classic and vintage).

Our passion for diamonds and jewellery spans more than 20 years, drawing on a heritage going back four generations. As a result, we have the expertise required to help you design the perfect piece of diamond jewellery, as well as the contacts and experience to ensure we can realise your personal vision.

We are headquartered in the UK with a Central London showroom where our collection pieces and diamonds can be viewed (strictly by appointment only). Should you wish to arrange a viewing or simply speak to one of our jewellery advisors, please contact us.

Our history...

Why the name 77 Diamonds?

Put simply, 77 is a reference to the year 1477, when the modern Western form of the practice of giving or exchanging engagement rings begun. The first diamond engagement ring was given to Mary of Burgundy by Archduke Maximilian I of Austria. We just thought Fourteen Hundred and 77 Diamonds was a bit of a mouthful.

Our diamonds

Originating from Canada, Russia, Australia and Africa our diamonds are sourced direct from the mines. They are expertly polished and sent to trusted laboratories for certification before being displayed on our website.

All are conflict free and comply with the industry's strict Kimberley process regulations. You won't find any blood diamonds here.

Our mission...

Our price promise

We are committed to providing you with access to the highest quality jewellery, diamonds and service at the best possible prices.

We achieve this by combining leading jewellery designs, top class craftsmanship and direct access to the highest quality diamonds. That means you can purchase products at least the equal of those from top High Street jewellers, but at a significantly reduced price.

Buy with confidence

Of course you may be unsure about buying diamonds online, and it's no good us simply saying ‘we guarantee' or ‘we promise'. We're prepared to earn your trust, whether that means talking to you over the phone, meeting you in our studio, or just never letting you down. In the meantime, we can tell you about some things that might help to set your mind at rest.

Our mission
Our History
Welcome

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