77 Diamonds

2nd Floor, 3 Hanover Square, W1S 1HD · 02035401477

Find them on Google Maps →

Founded in 2005 by Vadim Weinig, a third-generation diamond merchant, and Tobias Kormind, who came from investment. The Mayfair showroom opened in 2013. The model is straightforward: you filter an enormous inventory of certificated loose stones down to a shortlist, then pair your chosen diamond with a setting.

The number is the whole argument. Around 1.8 million certificated stones is an inventory no Hatton Garden independent can approach, and it changes what is possible. If you want a specific combination of carat, colour, clarity and cut, you can very likely find it rather than being talked toward what is in the safe.

The trade-off is that this is a curation problem rather than a craft one. You are not buying a designer’s eye, you are buying search and a decent setting. For plenty of buyers that is exactly right, and it is honest about being that.

The published route is three steps: choose the stone, choose the setting, and their jewellers make it. Most people do the filtering online first, then book a showroom or video appointment to see shortlisted stones side by side, which is the part that actually matters and the part a website cannot do.

Their published prices need reading carefully. Every figure on the engagement ring listing is labelled as the setting only, excluding VAT and excluding the diamond, and starts around £418. Because you choose the stone separately in a three-step builder, there is no published price for a finished ring at all. Budget for the setting, the stone and the VAT as three separate numbers. They have a proprietary cut called Cupid’s Ideal, and offer both natural and lab-grown.

Free resizing within 60 days and 30-day returns. It is a second-floor showroom by appointment, not a shopfront, so you cannot browse from the street. Production timescales are not published.

They also appear on six of our ranked lists: Fastest Growing, Most Reviewed, First-Time Buyers, No-Pressure Jewellers, Outside Hatton Garden and Open Late.

This suits a buyer who knows, or is willing to learn, what specification they want and would rather search a huge inventory than be shown a tray. If you have decided on a particular carat and clarity combination and want to compare several examples of it in one sitting, nothing else on this site comes close.

It also suits anyone who wants Mayfair convenience without a Bond Street brand premium, and who is comfortable that the value is in the stone rather than the name.

It will not suit you if you want a designer’s point of view, a one-off setting, or a shopfront to wander into. It is also not the place if you would rather someone narrowed the field for you, because the breadth is the product and it can be overwhelming.