Here at 77 Diamonds, we believe the experience of choosing a piece of jewellery, especially one as meaningful as an engagement ring, should be as special as the moment it celebrates. Nestled in the heart of Mayfair, our London showroom is where craftsmanship meets personal connection. We caught up with Head of Sales Ian Williams to learn more about what customers can expect when they visit us:
Why is the London showroom such a special part of 77 Diamonds?
Our London showroom isn’t just our flagship location, it’s our home. Located in Mayfair, one of London’s most prestigious shopping districts, we’re surrounded by the world’s finest jewellers and designers. You’ll find us in Hanover Square, next door to what was once Vogue House, a setting that beautifully mirrors the blend of luxury and creativity that defines our brand.
What makes the 77 showroom experience different from other jewellers?
When you visit 77 Diamonds, you’ll be welcomed into a one-to-one private consultation. Each meeting takes place in one of our private rooms, offering you complete comfort and discretion. Unlike high street jewellers, where you might be browsing side by side with other customers, our approach is entirely personalised.
Before your appointment, we’ll ask for key details including your deadline, budget, preferred metals, styles, and stone shapes so that when you arrive, your consultant will have been able to prepare a bespoke selection just for you. Whether your budget is £2,000 or £20,000, we tailor everything to your needs and timeline.
How should I prepare for a visit?
Once you’ve booked your appointment, you’ll have the opportunity to share your jewellery preferences in advance. That might include an online moodboard, photos of ring styles you’ve seen and love, or even just a few notes about your partner’s taste.
This helps us pull together a curated collection for your appointment. For example, if you tell us you’re planning a New Year’s Eve proposal and have a budget of £5,000, we’ll prepare designs that perfectly match your brief, down to the diamond shape and metal type, so we can make the most of our time together. And if you’d like, we can throw in some wild card options too!
What if I’m not sure what I want yet?
That’s absolutely fine, and in fact, very common. Many of our clients come to learn, explore, and be inspired. During your consultation, your jewellery specialist will guide you through everything, from diamond education to design styles and settings, so you can make confident, informed choices that are totally unique to you.
If none of the options feel quite right, we can introduce you to our in-house design team, who can create a completely bespoke piece. With over 250 settings and endless variations of stones and metals, we can adapt an existing design or craft something entirely one-of-a-kind.
How long does the bespoke process take?
Surprisingly, creating a bespoke design doesn’t necessarily mean waiting longer. Because our workshop is located just one floor above our showroom, everything is hand-finished in-house. That proximity allows us to work efficiently without compromising on detail.
We always endeavour to make sure your piece will be ready in time for your special moment. Whether that’s a proposal, an anniversary, or a milestone celebration, just share your timeline with us and we’ll do the rest.
How far in advance should I book an appointment in London?
Appointment availability can vary depending on the season. At quieter times, we can often accommodate next-day bookings. However, Saturdays tend to fill up quickly, so we recommend booking three to five days in advance if you’d like a weekend slot.
Weekday appointments are often preferred by clients looking for a more private, flexible experience, whether that’s during a lunch break or after work.
What is the atmosphere like during a consultation? Is there pressure to buy?
Absolutely not. Our consultations are designed to be relaxed, informative, and enjoyable. We understand that jewellery, particularly an engagement ring, should be a considered purchase, and we want you to feel confident and supported every step of the way.
For many, shopping with us is the start of a lifelong journey, from engagement rings to bridal jewellery and wedding bands to anniversaries and milestone gifts. Our goal is to build a lasting relationship, not just make a sale. We’re proud to be part of your story, wherever it leads next.
How long does a typical appointment last?
Most consultations last between 45 minutes to an hour. Each meeting is dedicated entirely to you, no distractions, no queues, and no rush.
Why choose 77 Diamonds over other jewellers?
It comes down to three things: craftsmanship, care, and connection. We combine the artistry of a Mayfair jeweller with the approachability of a brand that believes luxury should be personal. Every client receives the time, focus, and expertise they deserve, without the formality or markup you might expect from a traditional boutique.
Want to make an appointment? Come and see us by making a booking via the link below:
