Shine Bright Like 77 Diamonds
As Europe’s largest online diamond jeweller, 77 Diamonds boasts sparkle in all shapes and sizes: award-winning diamond design, coloured gemstones and both natural and lab-grown diamonds. Share
What’s in a name? ‘77 Diamonds’ is inspired by the first recorded diamond ring proposal, which according to legend was by Archduke Maximilian of Austria to Mary of Burgundy in 1477. Co-founded in 2004 by former Morgan Stanley associate Tobias Kormind and third generation diamond merchant Vadim Weinig, 77 Diamonds promises a 360 degree bespoke service, whether clients choose to personalise their piece online or via one of the company’s showrooms.
77 Diamonds launched at a time when online jewellers were a novel concept, and within the decade had opened its first showroom. Most of its operations have been run from its appointment-only showroom and atelier in London’s Mayfair since its opening in 2013. Since then, further appointment-only showrooms have been introduced in Manchester, Frankfurt, Berlin, Zurich, Stockholm and Munich, with a brand new Dubai branch opening this month (April 2024) and another in Geneva later in the spring.
Tobias’ investment background helped to forge the online jeweller’s approach, and his awareness of the online luxury market shaped the company’s understanding of the unique, emotional narrative within every gemstone, particularly those used in engagement rings.
77 Diamonds is now Europe’s foremost diamond jeweller and boasts an impressive client list, including sports stars, television personalities and senior jewellery industry players. One Forbes 500 Lister bought up almost the company’s entire stock of coloured diamonds for his beloved, while another client commissioned a £2 million diamond necklace along with a lab-grown diamond replica for travelling.
The jeweller offers 10 collections across all of its jewellery, the most recent of these being the Starlight Collection.
The Starlight Collection: This is 77 Diamonds’ first lab-grown collection, and takes its inspiration from the stars. “By looking to the stars for inspiration, we’ve created a collection that captures the wonder of the universe,” says Head Designer Charlotte White. “My hope is that these pieces will let wearers weave the magic and beauty of the night’s sky into everyday life.”
77 Diamonds is available via its website or by making a showroom appointment.
