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Summer of Love

Say 'yes' to a season of romance — now with up to 27% off.

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Handcrafted Designs

Design your jewellery in 3 simple steps and our experts will custom-craft it for you.

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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 £ 1,759.03 £1,602.68

North Star

North Star

From £ 620.14 £569.20

Half Vogue

Half Vogue

From £ 737.62 £663.86

Delicacy

Delicacy

From £ 1,214.90 £1,112.97

Kindrea

Kindrea

From £ 1,404.91 £1,283.98

Grace

Grace

From £ 1,408.31 £1,287.04

Half Kindrea

Half Kindrea

From £ 965.28 £868.75

Lumina

Lumina

From £ 642.52 £588.89

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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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.

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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.

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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
Contour in White Gold

From start to finish everything was…

From start to finish everything was great. We had to have the ring re-sized and that too was extremely smooth. The customer service team were great, easy to contact and very attentive. Faultless service and product ⭐⭐⭐⭐⭐

Dave Jones, 4 days ago

Orion in Yellow Gold

I have bought both my engagement and…

I have bought both my engagement and wedding ring from 77 diamonds, especially the London showroom. Both times, the experience was amazing, the team was so so friendly and helpful. I am very happy with both options and how special they make you feel. I 100% recommend them.

Julie Mesi, 5 days ago

Chloe in White Gold

everything ok

It took me a long time to decide to buy a jewel online, I was very afraid especially of the delivery phase. In fact, everything went according to plan. Some malfunction in the delivery date (one day early) but the carrier did everything possible to meet my needs and in the end the product was delivered into my hands. The waiting times, from order to delivery, were long (over a month), but I had inquired and knew them, so they did not create problems for me. As for browsing the site, I found it functional. When I contacted the help, they responded quite promptly and with full knowledge of the facts. In essence, I was satisfied.

cliente, 5 days ago

North Star in White Gold

Attentive service and quality products

Attentive service and genuine responses to my questions and requests make for stress free transactions. Items purchased thus far have been beautiful, of apparent quality and, I believe, of good value.

Chris Shook, 12 days ago

North Star in White Gold

Attentive service and quality products

Attentive service and genuine responses to my questions and requests make for stress free transactions. Items purchased thus far have been beautiful, of apparent quality and, I believe, of good value.

Chris Shook, 12 days ago

Excellent
2050 reviews on

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