77 Diamonds
77 Diamonds is a UK-based, founder-owned direct-to-consumer diamond jewellery retailer selling bespoke and ready-to-wear rings, necklaces, and earrings online and through showrooms in London, Manchester, and Glasgow, targeting individual consumers purchasing for engagements, weddings, and life milestones.
- Company typePrivate
- Founded2015
- HeadquartersLondon, United Kingdom
- Headcount101–250
- GTM typeB2C
- OfferingHardware or Manufacturing
What 77 Diamonds does
77 Diamonds Limited is a UK-based, founder-owned direct-to-consumer diamond jewellery retailer operating from its headquarters at 3 Hanover Square in Mayfair, London, supplemented by showrooms in Manchester and Glasgow. The company sells bespoke and ready-to-wear diamond jewellery — engagement rings, wedding bands, eternity rings, earrings, necklaces, pendants, and bracelets — alongside loose certified diamonds and coloured gemstones. Products are handcrafted to order by master jewellers in the Mayfair workshop, and the company offers a proprietary diamond cut branded as Cupid's Ideal, available in both natural and lab-grown variants. A 3-step online bespoke design tool, 360-degree product visualisation, and signature in-house collections (Toi Et Moi, Starlight, Kaleida, Gaia, Idyll, etc.) underpin the product surface.
The business operates a direct-to-consumer e-commerce model supplemented by phone, online chat, WhatsApp, and appointment-based showroom consultations. Pricing is per unit, with settings and centre stones quoted separately, ranging from approximately £277 (9k gold pendants) to over £10,000 (luxury platinum pieces); bespoke orders are priced based on materials, diamond specifications, and design complexity. Revenue is generated entirely from one-time jewellery sales to individual consumers, primarily purchasing for life milestones such as engagements, weddings, anniversaries, and gifting occasions. The company claims direct sourcing from diamond cutters and polishers providing access to roughly 80% of global diamond supply, which it monetises into retail prices up to 70% below high-street competitors, supported by GIA certification, Kimberley Process compliance, a lifetime manufacturing warranty, 30-day returns, and 60-day free resizing.
The company was founded in 2015 by a third-generation diamond dealer, has been operating for nearly a decade, and is privately held with no disclosed external investors, funding rounds, or revenue figures. Marketing is executed via the 77diamonds.com website, content and education resources (The 7Cs, gemstone guides, blog), email newsletters, social media, and earned media coverage in publications including the Financial Times, Vogue Business, BBC, Marie Claire, and Forbes.
77 Diamonds firmographics
Firmographics- Name
- 77 Diamonds
- Legal name
- 77 Diamonds Limited
- Website
- https://77diamonds.com
- Company type
- Private
- Founded year
- 2015
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- 77 Diamonds is a UK-based, founder-owned direct-to-consumer diamond jewellery retailer selling bespoke and ready-to-wear rings, necklaces, and earrings online and through showrooms in London, Manchester, and Glasgow, targeting individual consumers purchasing for engagements, weddings, and life milestones.
- Ownership category
- akta.pro rank
77 Diamonds industry classification
Industry- Product category
- Fine Jewellery
- NAICS
- Jewelry Retailers (458310), Jewelry Retailers (45831), Jewelry, Watch, Precious Stone, and Precious Metal Merchant Wholesalers (423940)
- SIC
- Retail-Jewelry Stores (5944), Jewelry, Precious Metal (3911), Wholesale-Jewelry, Watches, Precious Stones & Metals (5094)
- akta.pro primary industry
- Fine Jewelry Retail (Precious Metals & Gemstones) (CRAKAGAA)
- akta.pro secondary industries
- Custom/Bespoke Jewelry Retail Studios (CRAKAGAJ), Bespoke Fine Jewelry (Precious Metals & Gemstones) (CRAKAHAA), Fine Jewelry Manufacturing (Precious Metals & Gem-Set) (CRAKAIAA), Synthetic/Lab-Grown Diamonds & Gemstones (Manufacturing & Trading) (CRAKAJAM)
Keywords
Where 77 Diamonds is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices4 records
Markets served
77 Diamonds business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Operations, Marketing or Sales, Technology or R&D
Revenue model
- Jewellery Sales: One-time purchase model where customers buy bespoke or ready-to-wear diamond jewellery (engagement rings, wedding rings, eternity rings, necklaces, earrings, bracelets). Products are priced per item with setting prices and centre stone prices often separate. Revenue is generated through individual transactions.
- Bespoke Custom Jewellery: Custom design service where customers create bespoke pieces through a 3-step design process. Expert jewellers custom-craft each piece to order, with pricing varying based on materials, diamond specifications, and design complexity.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | North Star Diamond Pendant - Yellow Gold 18k |
| Unit Pricing | Pay-as-you-go | Aphrodite Halo Engagement Ring Setting - White Gold 18k |
| Unit Pricing | Pay-as-you-go | Diamond Necklace range |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels5 records
77 Diamonds product offering
Product offeringCore offering
77 Diamonds is a UK-based direct-to-consumer diamond jewellery retailer that designs, handcrafts, and sells bespoke and ready-to-wear diamond jewellery, including engagement rings, wedding rings, eternity rings, necklaces, earrings, pendants, bracelets, loose diamonds, and gemstones. The company operates an e-commerce platform (77diamonds.com) with 360-degree product visualisation and a 3-step custom design configuration tool, complemented by three physical showrooms in London (Mayfair), Manchester, and Glasgow, and a Mayfair-based workshop where master jewellers handcraft pieces to order.
Product overview
77 Diamonds is a bespoke diamond jewellery e-commerce platform offering handcrafted engagement rings, wedding bands, eternity rings, and diamond jewellery. The core offering centers on a build-your-own jewellery system where customers can customize pieces by selecting diamond or gemstone, setting style, and precious metal. The product portfolio includes signature collections (Cupid's Ideal with natural and lab-grown variants), themed collections (Toi Et Moi, Starlight, Kaleida, Gaia, Confetti, Monologue, Mayfair, Olympia, Tea, Primrose, Pearl, Idyll), and loose diamonds/gemstones. The bespoke service allows creation of unique pieces crafted by master jewellers in Mayfair, London. The company operates across physical showrooms in London, Manchester, and Glasgow, combining online customization with in-person consultation.
Differentiator
Problem solved
Functional benefit
Brands
- Cupid's Ideal: 77's signature diamond cut, specially selected by their in-house team of experts for superior symmetry and brilliance. Available in both natural and lab-grown varieties.
Products and services
- Engagement Rings Handcrafted diamond and gemstone engagement rings available in styles including solitaire, halo, vintage, trilogy, and diamond band, across shapes such as round, oval, emerald, pear, radiant, cushion, princess, marquise, heart, and asscher. Offered in white gold, yellow gold, rose gold, and platinum, with both natural and lab-grown diamond options.
- Wedding Rings Classic and designer wedding bands for men and women, available in white gold, yellow gold, rose gold, platinum, and palladium, in classic, contemporary, and custom designs.
- Eternity Rings Diamond eternity rings with claw set, channel set, and designer settings, available in white gold, yellow gold, rose gold, and platinum.
- Diamond Jewellery Bespoke and ready-to-wear diamond jewellery including earrings (studs, hoops, drops), necklaces, pendants, bracelets, and cocktail rings, with choice of diamond, gemstone, and metal type. Includes themed collections such as Toi Et Moi (two-stone 'you and me' designs), Starlight, Pearl, Kaleida (tanzanite with diamond halos), Mayfair, Gaia (lariat necklaces), Confetti (Art Deco-inspired), Olympia (hexagonal vintage), Tea, Primrose, and Monologue (initial necklaces).
- Loose Diamonds Certificated loose diamonds available in cuts including round, oval, emerald, pear, radiant, cushion, princess, marquise, heart, asscher, kite/shield, old cuts, and triangulars, including matching pairs and coloured diamonds, with both natural and lab-grown options.
- Gemstones Independently graded and certified coloured gemstones including sapphire, ruby, emerald, and other precious stones, available in various shapes and sizes.
- Bespoke Jewellery Service Custom design service allowing customers to create unique jewellery pieces through a three-step process (choose setting, stone, and metal), with master jewellers handcrafting each piece to order using globally sourced diamonds and gemstones.
- Lab Grown Diamonds Ethically sourced laboratory-grown diamonds offering the same quality as natural diamonds at more accessible price points. Available across Cupid's Ideal cuts and various shapes for use in engagement rings, earrings, necklaces, and pendants.
- Coloured Diamonds Natural coloured diamonds including fancy yellow and other hues, certified for quality and conflict-free origin.
Quantifiable outcome
- Prices up to 70% cheaper than high street jewellery retailers
- +2 more outcomes
Companies that use 77 Diamonds
Customer profileNamed customers1 record
Segments1 record
Ideal customer profiles1 record
77 Diamonds technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
77 Diamonds partnerships and signals
Strategic signalScale indicators4 records
Recent moves5 records
Expansion highlights5 records
77 Diamonds competitors and assessment
Company assessmentDirect peers
- Blue Nile: Blue Nile is a US-based online diamond and fine jewelry retailer offering loose diamonds, engagement rings, and bespoke design tools. It is the most direct comparable to 77 Diamonds on DTC e-commerce, build-your-own configuration, and direct-sourcing value proposition, with a broader US focus.
- Brilliant Earth: Brilliant Earth is a DTC fine jewelry retailer specializing in ethically sourced and lab-grown diamonds, engagement rings, and wedding bands. Comparable to 77 Diamonds on online-first customization, ethical sourcing positioning, and lab-grown expansion strategy.
- VRAI (Diamond Foundry): VRAI is a vertically integrated lab-grown diamond jewelry brand selling direct-to-consumer online and through showrooms. Comparable to 77 Diamonds on DTC positioning, proprietary supply (zero-emission foundry), bespoke service, and showrooms in major cities.
- James Allen: James Allen is an online diamond and engagement ring retailer with strong 3D visualization and build-your-own ring tools. Highly comparable to 77 Diamonds on e-commerce-led customization, loose diamond inventory, and engagement ring focus.
Emerging players
- Queensmith: Queensmith is a UK-based bespoke engagement ring and fine jewelry brand with a London showroom and online customization. Direct comparable to 77 Diamonds on UK bespoke bridal focus, online configuration, and master jeweller craftsmanship.
- Lily Arkwright: Lily Arkwright is a UK-based bespoke and ethical engagement ring retailer offering lab-grown and natural diamonds. Comparable to 77 Diamonds on UK bespoke bridal positioning, lab-grown diamond offering, and online-to-workshop fulfilment model.
Broad incumbents
- Goldsmiths: Goldsmiths is a long-established UK high street jewelry retailer offering fine jewelry, engagement rings, and watches across multiple locations. Comparable to 77 Diamonds as the traditional UK jewellery retail benchmark against which the 70% cheaper value proposition is positioned.
- Beaverbrooks: Beaverbrooks is a UK family-owned jewelry retailer with a strong national store footprint and engagement ring assortment. Comparable to 77 Diamonds as a UK high street incumbent whose retail markup 77 Diamonds claims to undercut through direct sourcing.
- De Beers (Forevermark): De Beers is the world's largest diamond mining and marketing group with Forevermark branded jewelry retail. Comparable to 77 Diamonds as the upstream industry incumbent whose vertically integrated supply chain and brand marketing shape the natural diamond market in which 77 Diamonds competes.
Regional players
- Hatton Garden Jewellers: Hatton Garden is London's historic diamond and jewelry trade district with multiple independent workshops and retailers. Comparable to 77 Diamonds on Mayfair/London-based craftsmanship, bespoke design, and access to diamond cutting expertise, though primarily a physical-trade location rather than DTC brand.
Market position
Strengths1 record
Weaknesses1 record
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
77 Diamonds social profiles
Digital presence77 Diamonds compliance and trust
Trust signalCompliance2 records
77 Diamonds financial estimates
Financial estimateRevenue estimate
Valuation estimate
77 Diamonds leadership team
Management profileNumber of profiles
77 Diamonds funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
77 Diamonds M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about 77 Diamonds
What does 77 Diamonds do?
77 Diamonds is a UK-based direct-to-consumer diamond jewellery retailer that designs, handcrafts, and sells bespoke and ready-to-wear diamond jewellery, including engagement rings, wedding rings, eternity rings, necklaces, earrings, pendants, bracelets, loose diamonds, and gemstones. The company operates an e-commerce platform (77diamonds.com) with 360-degree product visualisation and a 3-step custom design configuration tool, complemented by three physical showrooms in London (Mayfair), Manchester, and Glasgow, and a Mayfair-based workshop where master jewellers handcraft pieces to order.
Is 77 Diamonds a public or private company?
77 Diamonds is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was 77 Diamonds founded?
77 Diamonds was founded in 2015. It employs 101 to 250 people.
Where is 77 Diamonds based?
77 Diamonds is headquartered in London, United Kingdom, in the Europe region.
How does 77 Diamonds make money?
Two revenue lines are on record. Jewellery Sales are the primary driver. The others are bespoke Custom Jewellery.
Who are 77 Diamonds's main competitors?
Direct peers on record are Blue Nile, Brilliant Earth, VRAI (Diamond Foundry) and James Allen. Emerging players are Queensmith and Lily Arkwright. Broad incumbents are Goldsmiths, Beaverbrooks and De Beers (Forevermark). Hatton Garden Jewellers is listed as a regional player.
Does 77 Diamonds have an API?
No public API is recorded for 77 Diamonds.
What industry is 77 Diamonds in?
77 Diamonds's product category is Fine Jewellery. Its primary akta.pro industry code is CRAKAGAA, Fine Jewelry Retail (Precious Metals & Gemstones), with a secondary code of CRAKAGAJ, Custom/Bespoke Jewelry Retail Studios. Its NAICS code is 458310 and its SIC code is 5944.