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Reflections of You

See your moment echoed through a diamond's facets.
Enjoy up to 27% off your order – limited time only.

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Handcrafted Designs

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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 £ 1,807.71 £1,647.49

North Star

North Star

From £ 620.20 £508.25

Half Vogue

Half Vogue

From £ 869.49 £782.54

Delicacy

Delicacy

From £ 1,178.50 £1,061.75

Kindrea

Kindrea

From £ 1,438.25 £1,314.98

Grace

Grace

From £ 1,350.81 £1,236.28

Half Kindrea

Half Kindrea

From £ 992.05 £892.84

Lumina

Lumina

From £ 653.02 £599.33

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.

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.

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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
Half Eva in Rose Gold

Great service from Fanni Ethey and very…

Great service from Fanni Ethey and very pleased with my beautiful ring

Sofie Strömberg Pakalén, today

Delicacy in Yellow Gold

Quality top, customer service good

Gladly again !

LTD, today

Delphine Eternity Ring in White Gold

A great experience

The staff were very helpful going through any questions we had before meeting as well as on the day itself. This is the fourth time we have purchased here and will continue to do so for any future special occasions.

Niall S, today

Contour in Platinum

Great Service

Great explanation on the diamonds and presented us with options to acquire the best quality and size in our budget. When the ring arrived we were delighted!

Ian Godfrey, 2 days ago

5 stones in Platinum

Outstanding Service & Personalized Care

I had several non-standard requests, and 77 diamonds and especially Natacha not only handled them flawlessly but also provided valuable insights and suggestions to enhance the final result. Her responsiveness and dedication made the entire process smooth and stress-free. A huge thank you to Natacha and the entire team for their impeccable work. I truly appreciate the effort put into making my order perfect, and I will definitely be returning for future purchases!

Vadym S, 3 days ago

Excellent
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Necklaces
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Cocktail Rings
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Wedding Rings

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