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Our Story

Our Concept

77 Diamonds was founded on the premise that with the advent of modern technology and modern jewellery manufacturing methods, it was possible to create a new breed of jeweller to service customers in a better way. The ambition was not only to offer the largest selection of diamonds in the world, but to manufacture the jewellery to such high standards combined with a market leading service that could outcompete even the finest branded jewellery companies. But the most outrageous ambitious of all was to do all of this at prices so low that other retailers could not even source their own jewellery at the same prices we sell directly to our customers.

The Reality

Today, 10 years after we opened our doors, we have managed to achieve all of our ambitions, having created the leading independent online diamond jeweller both into the UK and Europe. With a dedicated showroom in the London Luxury Quarter (Mayfair), we can proudly offer our customers a truly luxury experience at affordable prices. Our customers can sit with our bespoke team of jewellery designers and create their own original piece, or choose from our extensive inventory of original, delicate designs or speak to our team of diamond gemologists to learn more about the subtle differences in diamonds.

Award Winning Jewellery

The Founders

Our founders Tobias Kormind and Vadim Weinig are old friends. From backgrounds in investment banking at Morgan Stanley and a third generation diamond manufacturing business respectively, the pair came together with a dream to sell diamond jewellery online.

After leaving Morgan Stanley, Tobias immersed himself in online ventures. First, he helped to restructure and successfully sell businesses, before founding an online marketing agency, taking luxury brands including Estee Lauder Europe online. He also helped other luxury businesses fully leverage the potential of e-commerce, including Anya Hindmarch and Astley Clarke. Tobias’s interest in diamonds began with his family, who established themselves in 1955 and are today a large global diamond manufacturer.

Meanwhile, Vadim had grown up as a young boy in South Africa joining his father for road trips buying diamonds direct from diggers. When his family moved to Antwerp, most of his classmates hailed from the city’s biggest diamond families. He started out as a diamond polisher, helping to broker important diamond deals, and later moved into risk management in London. But he was always looking for the right opportunity to return to diamonds.With similar passions and interests the two decided to set up 77 Diamonds in 2006 and the rest as they said is history.

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