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About Us

The Seven Guarantees

At, The Seven Guarantees are our commitment to giving you the best value for quality diamonds, supported by first-class service.

We are committed to offering our customers seven guarantees:

The Pricing Guarantee

The Certificate Guarantee

The Diamond Information Guarantee

The Money Back Guarantee

The Lifetime Production Guarantee

The Free Resize Guarantee

The British Manufacturing Guarantee

1. The Price Guarantee

At, we understand price is important, and that’s why we are determined to get it right for our customers. More than being never knowingly undersold, we go a step further.

We regularly check the prices of our competitors to ensure that we always offer the best quality for the price in the market. If you see a diamond or a piece of diamond jewellery at and you then find the exact same item available at a lower price from one of our competitors, we guarantee that we will not just match that price, we will offer you a price that is 1% lower up to a maximum value of £55/ €60 /USD $90 lower.

If you would like to apply the Price Guarantee, please email us and tell us the website address or shop where you saw a lower price.

up to 70% better value than high street

In order to demonstrate that we provide you outstanding value relative to the high street, we regularly conduct research into high street competitor pricing. In November 2015, we conducted a mystery shopping trip and visited a range of competitors in-store including H. Samuel, Ernest Jones, Wempe, Tiffany & Co*, De Beers and Boodles. We asked them to quote on a range of GIA diamonds and compared that to the equivalent price of GIA diamonds on website**. We found that we were between 40% to 70% better value or on average 50% better value across the entire range of diamonds and stores.

*We assume Tiffany graded diamonds are equivalent to GIA.

** Allowing for the cost of the ring where applicable

How do we do it?

The Price Guarantee is possible because our diamonds, all of which are conflict-free, come to us directly from the manufacturer that polished them. This enables us to skip out the usual journey of diamonds– from the diamond mine, to the diamond dealer, to a wholesale jewellery store. It also explains why most of our diamonds come with certificates dated only a few months ago.

2. The Certificate Guarantee

Diamond certificates detail the specifications of a diamond and are an assurance of diamond quality. At, we guarantee that each diamond we sell comes with a certificate from one of the five most trusted independent laboratories in the world - the GIA, AGS, HRD, IGI or EGL. You may find some of our competitors produce their own certificates. At, we only offer diamonds with certificates from the strictest and most recognised grading laboratories in the industry.

3. The Diamond Information Guarantee

At we guarantee that on our website we provide the full details for every single diamond in our stock with its precise specification and the source of its certificate.

4. The Money Back Guarantee

If you are not satisfied with a diamond or piece of diamond jewellery you have bought from 77 Diamonds, you can send it back to us within 30 days and we guarantee we will send you 100% of the purchase price back, no questions asked (see our T & C s).

5. The Lifetime Production Guarantee

Your jewellery comes with a lifetime warranty that covers any manufacturing defects and any necessary repair will be conducted free of charge under the following terms and conditions:

The item is identified by our production department as being defective as a result of a manufacturing default.

The item has not had any damage as a result of mishandling or Inappropriate impact (eg. knocks, dents or pressure), and has had no alteration, manipulation, repair or care by a service provider apart from or is the consequence of normal wear and tear.

Proof of purchase must be presented.

6. The Free Resize Guarantee

At we understand that the element of surprise is paramount, and that finding out a ring size in advance can be a difficult task. For that reason we offer you your first ring resize for free! Whether ordering a standard size or a specific size simply contact us once you have proposed and we can explain how you can send your ring back to us in order to have the ring size changed.

7. The British Manufacturing Guarantee

With our workshops also based in Central London, we are extremely proud to be a British company that produces and manufacturers our jewellery within the United Kingdom. It is for that reason that all our jewellery is hallmarked by UK assay offices.