Our story, inspired by yours.
From online retailer to established international brand, our story has been inspired by our team’s shared passion for creating jewellery of the finest quality, providing impeccable customer care and crafting heartfelt stories into timeless reality.
3 billion years in the making…
Diamonds are nearly as old as time itself, that’s why they are special. At 77 Diamonds, we understand better than anyone how diamond jewellery can hold more significance than any other luxury item. Much more.
Before anything else, it’s a timeless symbol of love and devotion, a promise of everlasting companionship. That’s why countless years of unparalleled expertise and genuine passion lie behind every exquisitely finished item we produce.
Innovators at heart.
The story behind 77 Diamonds is one of both innovation and tradition. Co-founders Vadim Weinig and Tobias Kormind created the company back in 2005, when online jewellery retail was making its first appearances on the internet. Armed with a vision and a purpose, they set out to create a jewellery company that would deeply transform the diamond industry for years to come.
Their model was simple: provide customers with finely-crafted jewellery, yet within a structure that enabled greater affordability and power of choice. As the popularity of 77 Diamonds rose, it led Vadim and Tobias to open their first showroom in the luxury centre of Mayfair in 2009, marking the transformation of this once simple jewellery website into a household name.
Family heritage that lives on.
At 77 Diamonds, we pride ourselves on our visionary outlook and modernity. Without a solid foundation, however, these fine attributes would vanish into thin air. With significant experience in the online jewellery trade – spanning many generations – Tobias and Vadim have transferred their past expertise over to the whole team.
Hailing from a family of esteemed diamond merchants in Antwerp, Vadim vividly remembers his childhood visits to the diamond mines of South Africa. Here, he witnessed the process of diamond extraction and how rough stones were honed into brilliant jewels. It impressed upon him – at an early age – the importance of transparency and ethical practices within the trade. Tobias, by contrast, has a background in the online luxury industry. This afforded him a unique understanding of the emotional significance and symbolism embodied in every jewel.
Their different skill sets complemented each other perfectly, enabling 77 Diamonds to boldly move forward into an already established industry and become innovation leaders who champion the dreams of customers worldwide.
Quality designs, curated collections.
Since beginning our journey, we have constantly sought inspiration from our customers. Our tailored bespoke service has played a central role in shaping our identity and allowed countless ideas to come to life, producing personalised jewels that have since become priceless family heirlooms.
Some of our most prized engagement ring designs, such as Delicacy and Delicacy Vintage, were born out of our customers’ creative requests. This inspiration gave us the insight to design our own timeless collections. One of our very first, Glissade, harnessed the graceful movement of ballet to reflect the balance and artistry of our own craft.
Today, these collections allow customers to see through the bewildering volume of jewellery available on the internet. We are able to present exquisite designs in an easy and accessible way, uniting our creativity with your personal desires.
One team. One shared passion.
Behind every jewel we sell are many years of hard work, passion and expertise. From our design team, to our expert craftsmen, to our jewellery consultants, everyone here at 77 Diamonds shares a common desire to provide each customer with beautiful jewellery of the highest emotional value.
Although we have been very fortunate, we know that nothing of value comes without true dedication. Thanks to a brilliant team of creative minds, we continue to reach new heights in our journey. Recently, we opened two more luxury jewellery showrooms in Berlin and Frankfurt, furthering our reach across Europe. These are exciting times as we plan to grow internationally and continue to innovate.
More than a name, a promise.
Why ‘77’ Diamonds? This is in reference to Archduke Maximillian’s proposal to Mary of Burgundy, significant because it was the first ever proposal made with a diamond ring. The year was 1477, and since then a great number of engagement rings have been offered as unique tokens of love and devotion.
By creating diamond jewellery, we’re also capturing precious memories. This is a huge responsibility, and one we take great care in getting right. We know how the fleeting seconds before you propose are filled with apprehension and emotion. These moments may seem to last forever – and when crystallised in a superb piece of 77 Diamonds jewellery, they will.