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Black Friday

Sale

Up to 30% off — Limited time only.
Experience the height of craftsmanship with custom-made jewellery.

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Handcrafted Designs

Design your jewellery in 3 simple steps and our experts will custom-craft it for you.

Expert Guidance

Chat with us online, on the phone or book an appointment in one of our showrooms.

30 Day Returns

Return your item in under 30 days, or request a resize for the perfect fit.

Sourcing With Care

Explore our collection of independently certified and conflict-free diamonds.

The 77 Signature

Discover iconic designs by our in-house team of master jewellers.
Aphrodite

Aphrodite

From £ 1,855.41 £1,660.10

North Star

North Star

From £ 642.43 £522.18

Half Vogue

Half Vogue

From £ 831.77 £744.43

Delicacy

Delicacy

From £ 1,075.14 £956.51

Kindrea

Kindrea

From £ 1,416.28 £1,273.66

Grace

Grace

From £ 1,283.22 £1,156.57

Half Kindrea

Half Kindrea

From £ 964.20 £862.96

Lumina

Lumina

From £ 675.25 £612.60

Diamonds

Diamonds

Find the stone of their dreams in our selection of certificated diamonds, and refine your search by carat, cut, clarity and colour.

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Gemstones

Gemstones

Discover nature’s most vibrant colours in our selection of independently graded and certificated gemstones, complete with proof of origin.

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The Pearl Collection

The Pearl Collection

Combining timeless elegance with contemporary style, The Pearl Collection explores the play of light and contrast.

Shop The Collection
Cupid’s Ideal Diamonds

Cupid’s Ideal Diamonds

77’s collection of the highest calibre diamonds in the market, carefully selected by our in-house experts to mirror the integrity of your love. Discover the symmetry of beauty at its rarest.

Shop cupid's ideal What Makes Them Ideal?
Bespoke Jewellery

Bespoke Jewellery

A private commission is the ultimate gesture. Work with our in-house specialists to turn your vision into a one-of-a-kind, truly inimitable piece.

Discover Bespoke
Our Showrooms

Visit our Showrooms

For advice on engagement rings and beyond, our jewellery specialists are ready to guide you every step of the way.

Discover Our Showrooms
Discover Our Showrooms
CUSTOMER REVIEWS
Alexandria in Platinum

Bespoke Engagement Ring

Great customer service, speed and quality of product

Nick, yesterday

Zeta in Platinum

Very beautiful ring like a dream

Very beautiful ring like a dream. And great customer service.

Mamandme, 2 days ago

Delicacy in White Gold

Amazing engagement ring

Amazing engagement ring. Great value for money. Good customer service. Highly recommend this company. I have one very happy women.

matthew restall, 2 days ago

Delicacy in Platinum

The lady from 77 Diamonds was very…

The lady from 77 Diamonds was very helpful, She explained about rings and diamonds very well. On this basis I was able to make a good decision.

Ronald Hack, 3 days ago

Contour in Yellow Gold

Thank you!

Alex was a great help to us. Always available and responsive, he made the experience very enjoyable.

Nicolas Marie, 8 days ago

Excellent
1864 reviews on

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Necklaces
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Bracelets
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Cocktail Rings
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Wedding Rings

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