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Summer of Love

Say 'yes' to a season of romance — now with up to 27% off.

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Handcrafted Designs

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

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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 £ 1,762.35 £1,605.41

North Star

North Star

From £ 617.51 £566.57

Half Vogue

Half Vogue

From £ 741.48 £667.33

Delicacy

Delicacy

From £ 1,212.28 £1,110.35

Kindrea

Kindrea

From £ 1,406.85 £1,285.46

Grace

Grace

From £ 1,405.68 £1,284.41

Half Kindrea

Half Kindrea

From £ 969.29 £872.36

Lumina

Lumina

From £ 639.89 £586.26

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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Cupid’s Ideal Lab-Grown

Cupid’s Ideal Lab-Grown

77’s signature cut, now available in laboratory-grown diamonds. Experience the height of symmetry with advanced diamond technology.

SHOP NOW WHAT MAKES THEM UNIQUE?
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.

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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
Lumina in White Gold

The assistance was magnificent.

The assistance was magnificent. Since I started speaking with the customer care everybody have taken care about me and my request. Fast replying, many options to choose in according to my budget and my wife desires. The shipping was super fast, Giorgia was amazing and very kind. For sure I will buy other jewelry from you!

matteo antolini, today

Aria in Yellow Gold

Customer service excellent

Customer service excellent. Beautiful ring. The wife was very happy.

Rudi, 2 days ago

Valencia in White Gold

Great service and experience

Great service and experience, they helped me with the whole process and my partner loved the engagement ring. I was also able to book an appointment to get it resized too. Super helpful and professional thank you for everything guys.

Charles, 2 days ago

Zeta in Yellow Gold

everything was perfect

customer support was great, the ring was perfect

Radoslav Ivanov, 3 days ago

Duchess in White Gold

Easy, close and exceptional

A whole experience in a process as personal and important as the purchase of diamonds to give to the loved one. They make it a simple and close process.

David FR, 3 days ago

Excellent
2061 reviews on

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Cocktail Rings
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