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Find in diamonds the bright symbol of a new chapter.

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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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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 £1,801.13

North Star

North Star

From £619.26

Half Vogue

Half Vogue

From £865.83

Delicacy

Delicacy

From £1,177.55

Kindrea

Kindrea

From £1,433.01

Grace

Grace

From £1,349.86

Half Kindrea

Half Kindrea

From £988.25

Lumina

Lumina

From £652.08

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
Bloomsbury in Platinum

What a beautiful day we had

Fantastic experience was so lovely to be able to look at all of the rings and find out knowledge about diamonds. Overall was very enjoyable and staff were lovely and kind.

Fran A , today

Allure in Platinum

Great experience

Item arrived earlier than expected, perfect. Super tracked delivery.

Danilo Giamundo, 2 days ago

Chloe in Platinum

Completely satisfied

The entire process. Deadline was met. Nice contact and prompt response to mail. Jewel beautiful.

Nicole Rush, 8 days ago

Orion in Rose Gold

Five Star Service ⭐️⭐️⭐️⭐️⭐️

Fantastic customer service and my ring is stunning! And it arrived sooner than expected 🤩

janelle w, 8 days ago

Delicacy in Yellow Gold

Stunning Engagement Ring

I couldn’t be happier with my purchase! The ruby is vibrant and beautifully set, with exceptional craftsmanship. My partner loves it, and we’ve had so many compliments. Fantastic quality, fast delivery, and great customer service—highly recommend!

Callum, 8 days ago

Excellent
1984 reviews on

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Necklaces
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Bracelets
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Cocktail Rings
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Wedding Rings

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