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Just For You

Celebrate your moment with a sparkling gift — designed by you, crafted with care.

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Handcrafted Designs

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

Expert Guidance

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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 £1,680.75

North Star

North Star

From £688.58

Half Vogue

Half Vogue

From £775.40

Delicacy

Delicacy

From £1,009.07

Kindrea

Kindrea

From £1,322.49

Grace

Grace

From £1,188.86

Half Kindrea

Half Kindrea

From £870.41

Lumina

Lumina

From £710.95

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.

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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.

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Discover Our Showrooms
CUSTOMER REVIEWS
Zeta in White Gold

First purchase at 77 diamonds

First purchase at 77 diamonds, a very large choice of products, allow a delay while preparing your jewelry but the result is really incredible. My small budget forced me to look for a long time for a site to make my purchase and no store was able to offer me an equivalent. Very surprised when I received this big yellow box hiding all the certificates and of course the ring I had chosen. A big thank you for the series.

Syl, today

Duchess in White Gold

Best place to buy diamonds

Professional sellers, amazing choice, very convenient procedure of buying, highly recommended!

Taras Piatak, yesterday

Traditional Court in Platinum

Toller Service

Great service, quick answers to questions and went out of their way to help immediately even with problems. The product is also perfect, my fiancée is already looking forward to it.

Drijon Sejdaj, 2 days ago

Gaia Engagement Ring in Rose Gold

Very nice and competent advice

Very nice and competent advice. Selection of the ring and delivery easy and timely!

Ben, 3 days ago

Hope in Yellow Gold

Great company to deal with

Great company to deal with. Constant communication, with quick replies to any questions. Product itself 10/10 - would definitely use again without hesitation for any other requirements.

Chris, 4 days ago

Excellent
1758 reviews on

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Bracelets
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Cocktail Rings
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Wedding Rings

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