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Made For Love

Custom-craft your perfect moment,
now with up to 25% off.

Design Your Ring

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 £1,631.94

North Star

North Star

From £647.30

Half Vogue

Half Vogue

From £763.61

Delicacy

Delicacy

From £977.71

Kindrea

Kindrea

From £1,278.38

Grace

Grace

From £1,157.49

Half Kindrea

Half Kindrea

From £858.58

Lumina

Lumina

From £680.12

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.

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Discover Our Showrooms
CUSTOMER REVIEWS
Orion in White Gold

Love your service and the end product.

Love your service and the end product.

Pär Westborg, today

Delicacy in White Gold

Good and friendly advice.

Good and friendly advice. Fast correspondence and no long waiting times when you asked questions. Product was delivered faster than expected and is top!

Jk, yesterday

Jasmine in White Gold

Your customer care is perfect

Your customer care is perfect

Tom Rudderham, 2 days ago

Delicacy in Yellow Gold

Excellent Service

Quite recently, I got an engagement ring with 77 and I have to say the service is exceptional. A few months ago Aggie, our highly-professional and amiable sales adviser, helped me to choose the engagement ring and wedding bands. My fiance and I are soon going to go back to 77 to get the wedding bands. Overall I'm very happy with the service and would highly recommend it to any couples out there.

Kyle Farren, 4 days ago

Esther Halo in Platinum

Unbeatable value for money

Good appointment in Frankfurt. Everything was good on site. Price significantly cheaper than in ordinary jewelers 30-40%. Quality very good.

Jayden Tan Nguyen, 8 days ago

Excellent
1799 reviews on

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Cocktail Rings
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Wedding Rings

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