العربية BǍLGARSKI CESKÝ DANSK Nederlands ENGLISH SUOMI FRANÇAIS DEUTSCH MAGYAR ITALIANO 中文 NORSK POLSKI PORTUGUÊS ROMÂNĂ РУССКИЙ ESPAÑOL SVENSKA

Would you like to change the location and currency to USA / USD?

Yes no, thanks

Need Help?

+44 203 540 1477 WhatsApp us
Book an Appointment

Book an Appointment

Shopping Bag (0)

You don't have any item in your Shopping Bag.

Summer of Love

Say 'yes' to a season of romance.

Shop Engagement Rings Shop Diamond Jewellery

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 ¥14,622.14

North Star

North Star

From ¥5,001.24

Half Vogue

Half Vogue

From ¥6,231.16

Delicacy

Delicacy

From ¥9,936.37

Kindrea

Kindrea

From ¥11,644.10

Grace

Grace

From ¥11,541.15

Half Kindrea

Half Kindrea

From ¥8,124.74

Lumina

Lumina

From ¥5,186.92

Diamonds

Diamonds

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

Shop Diamonds
Gemstones

Gemstones

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

Shop Gemstones
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.

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
Delicacy Vintage in Platinum

Everything was perfect.

Everything was perfect.

Maël Stucki, yesterday

Primrose Engagement Ring in Yellow Gold

Excellent

Excellent communication, great work on the piece. Absolutely thrilled. Thank you very much

Pedro Reis, 2 days ago

Paloma Engagement Ring in Yellow Gold

Excellent communication

Excellent communication, lovely product

Harry Kirk, 2 days ago

Lumina in Yellow Gold

Also with the second order Top...

Also with the second order top quality in the respective price range. Serious and secure payment process. Safe delivery.

LS, 4 days ago

Luna in Platinum

70th birthday gift 🩷

Amazing experience I have used 7️⃣7️⃣ diamonds for the second time due to their efficiency, excellent service, price and general overall service which is 100% Thank You!

Denise, 6 days ago

Excellent
2072 reviews on

Shop by Category

Lifestyle photo of Engagement Rings

Engagement Rings
Lifestyle photo of Ready To Wear

Ready To Wear
Lifestyle photo of Eternity Rings

Eternity Rings
Lifestyle photo of Earrings

Earrings
Lifestyle photo of Necklaces

Necklaces
Lifestyle photo of Bracelets

Bracelets
Lifestyle photo of Cocktail Rings

Cocktail Rings
Lifestyle photo of Wedding Rings

Wedding Rings

This site uses cookies: By continuing to browse the site you are agreeing to our use of cookies. Find out more here