Ten Seven Seven

What Ten Seven Seven does

TenSevenSeven is an Australian bespoke engagement ring designer and retailer operating exclusively online through its direct-to-consumer e-commerce platform. The company is operated by MH Bespoke Diamonds AU Pty Ltd (ACN 168 217 392) from its headquarters and production workshop at 34 Southgate Avenue, Cannon Hill, Brisbane, Queensland. It is a wholly-owned subsidiary of the publicly listed Michael Hill Group (NZX: MJH), a diversified jewellery retail conglomerate with operations across Australia, New Zealand, Canada, and the USA. The company serves couples and individuals seeking custom engagement rings, who design their pieces through an interactive online ring builder that supports nine diamond shapes (round, oval, pear, princess, cushion, emerald, radiant, asscher, marquise), multiple settings (Solitaire, Halo, Three Stone, Bezel), and three precious metals (yellow gold, white gold, platinum), with both natural conflict-free and SCS-007-certified laboratory-grown diamond options.

The core technology is the interactive ring builder platform, which generates lifelike 3D renders of customized rings before purchase. Customers are guided through the design process by a dedicated team of Diamond Experts via video appointment or email consultation. All rings are crafted to order or hand-finished by master artisan jewellers at the Brisbane workshop, which houses over a century of combined craftsmanship expertise. Production lead time averages approximately four weeks from payment to delivery. The company holds multiple third-party certifications: Responsible Jewellery Council membership, Kimberley Process Certification for natural diamonds, SCS-007 Jewelry Sustainability Standard for lab-grown diamonds, and SCS Recycled Content Certification for precious metals. Post-purchase, customers receive a complimentary three-year care plan, a 10-year warranty against manufacturing defects, complimentary resizing within 12 months, and a 30-day returns policy.

The revenue model is straightforward one-time purchase: full payment is required at order placement before components are sourced and manufacturing begins. Pricing is quote-based rather than publicly disclosed, varying by diamond selection, carat weight, metal, and setting style. Distribution is limited to Australian delivery addresses only, with no international shipping currently available. The company markets through owned digital channels including email newsletter, Facebook, Instagram, and Pinterest, supported by a comprehensive diamond education content library covering the Four Cs, diamond shape guides, and natural versus lab-grown comparisons. The team consists of approximately 12 employees including designers, Diamond Experts, and master artisans.

Name

Ten Seven Seven

Legal name

MH Bespoke Diamonds AU Pty Ltd

Website

https://tensevenseven.com

Company type

Private

Founded year

1977

Operating status

Operating

Short description

TenSevenSeven is an Australian direct-to-consumer bespoke engagement ring designer and online retailer, wholly-owned by Michael Hill Group. Customers configure rings via an interactive 3D ring builder with natural or lab-grown diamonds, then rings are hand-crafted by master artisans in Brisbane.

Ownership category

akta.pro rank

Product category

Bespoke Engagement Rings

NAICS

Jewelry Retailers (458310), Jewelry and Silverware Manufacturing (33991)

SIC

Retail-Jewelry Stores (5944), Jewelry, Precious Metal (3911)

akta.pro primary industry

Custom Bridal & Engagement Design (CRAKAHAB)

akta.pro secondary industries

Bridal & Engagement Jewelry Retail (CRAKAGAC), Bridal Jewelry Customization & Bespoke (CRAKACAG)

Keywords

• Bespoke engagement rings
• Custom jewellery design
• Lab-grown diamonds
• Natural diamonds
• Made-to-order rings

GTM type

B2C

Offering type

Services

Cost components

Personnel, Supply Chain, Marketing or Sales, Technology or R&D, Operations

Revenue model

1. Custom Engagement Rings: One-time purchase of bespoke, made-to-order engagement rings. Full payment required at time of order before components are ordered or manufacturing begins.

Pricing tiers

Go-to-market motion2 records

Distribution channels1 record

Marketing channels6 records

Core offering

Ten Seven Seven designs and sells bespoke, made-to-order custom engagement rings directly to consumers through an interactive online Ring Builder platform. Customers select from curated ring settings, nine diamond shapes, carat weights, precious metals (yellow gold, white gold, platinum), and either natural or laboratory-grown diamonds, with the final piece hand-crafted by master artisan jewellers in Australia and shipped with a complimentary care plan and warranty.

Product overview

TenSevenSeven is a bespoke luxury engagement ring designer and retailer offering custom engagement rings crafted to order. The core product is the Custom Engagement Rings collection, where customers use an interactive Ring Builder platform to design their unique piece by selecting from curated ring settings (Statement Solitaire, Super Fine Signature, Enhance Halo, Deco Trio, Revel Solitaire), diamond shapes (Round, Oval, Pear, Princess, Cushion, Emerald, Radiant, Asscher, Marquise), precious metals (yellow gold, white gold, platinum), and carat weights. The company offers both natural diamonds (responsibly sourced, conflict-free) and laboratory-grown diamonds (certified sustainable under SCS-007). All pieces are hand-crafted by master artisans in their Australian workshop. Value-added services include the complimentary three-year TenSevenSeven Care Plan, a 10-year warranty, complimentary ring resizing within 12 months, and complimentary 30-day returns. Complimentary shipping and discreet unbranded packaging are also provided.

Differentiator

Problem solved

Functional benefit

Products and services

• Custom Engagement Rings

Quantifiable outcome

• Average production time approximately 4 weeks from payment to delivery
• +2 more outcomes

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Four partnerships are on record, tiered core.

• Responsible Jewellery Council (RJC)coreOthersTenSevenSeven is a certified member of the Responsible Jewellery Council, the leading global industry organization upholding ethical human rights, social, and environmental practices throughout the diamond, gold, and platinum jewellery supply chain. This certification supports their responsible sourcing claims and provides third-party verification of ethical practices.
• SCS Global ServicescoreOthersTenSevenSeven's laboratory-grown diamonds are certified sustainable under the SCS-007 Jewelry Sustainability Standard Series - Sustainability Rated Diamond from SCS Global Services. This certification ensures net-zero carbon footprint, origin traceability, and transparent chain of custody for lab-grown diamonds.
• Kimberley Process Certification Scheme (KPCS)coreOthersNatural diamonds are sourced from conflict-free and legitimate sources in accordance with the Kimberley Process Certification Scheme, as supported by the World Diamond Council System of Warranties. This ensures all natural diamonds are conflict-free.
• Michael Hill Group of CompaniescoreOthersTenSevenSeven (operated by MH Bespoke Diamonds AU Pty Ltd) is part of the Michael Hill Group of Companies, a major jewellery retailer with operations across Australia, New Zealand, Canada, and USA. This affiliation provides corporate infrastructure and shared services.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Brilliant Earth: US-based online-first bespoke jewelry retailer specializing in ethical and lab-grown diamonds with a custom ring design platform. Most directly comparable peer given similar DTC bespoke model, ethical sourcing positioning, and interactive design experience.
• Vrai: Diamond Foundry-owned DTC brand selling SCS-007 certified sustainable lab-grown diamonds via a custom design platform. Closely comparable on the lab-grown diamond focus, sustainability certification, and online customization model.
• Clean Origin: Online-first retailer exclusively selling lab-grown diamond jewelry including custom engagement rings. Comparable on DTC online-only model and lab-grown diamond positioning, though smaller scale than Brilliant Earth.
• With Clarity: Online bespoke engagement ring retailer offering custom design with both natural and lab-grown diamonds and home try-on service. Comparable custom DTC model with similar target customer and design-led positioning.

Broad incumbents

• Blue Nile: Large online diamond and engagement ring retailer (now part of Signet Jewelers) offering broad inventory including bespoke and lab-grown options. Comparable online-first jewelry retail model but at much greater scale and broader assortment.
• James Allen: Signet-owned online diamond retailer with 3D visualization technology and custom ring builder. Comparable online configurator and visualization approach, though at substantially larger scale and broader product range.
• Michael Hill Jeweller: Main retail brand of TenSevenSeven's parent Michael Hill Group, operating bricks-and-mortar jewelry stores across Australia, New Zealand, and Canada. Comparable as the parent group's mass-market jewelry offering using shared supply chain and corporate infrastructure.

Regional players

• Jan Logan: Australian bespoke and fine jeweller with showrooms in Sydney and Melbourne offering custom engagement rings. Comparable on Australian bespoke bridal jewelry positioning though with a physical retail-led rather than digital-first model.
• Cerrone Jewellers: Australian heritage jeweller specializing in bespoke engagement rings and wedding bands with multiple showrooms. Comparable on Australian bespoke bridal market, though with showroom-led rather than DTC-only approach.

Emerging players

• Diamond Foundry: Vertically integrated lab-grown diamond producer with DTC consumer brands (Vrai) and wholesale supply. Comparable on lab-grown diamond focus and ethical/sustainability positioning, though operating primarily as upstream producer plus DTC.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/tensevensevenbespoke
• Instagraminstagram.com/tensevensevenbespoke
• Pinterestpinterest.com.au/tensevensevenbespoke

Compliance5 records

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Ten Seven Seven