77 Diamonds – A Review
Our Rating 4 out of 5.
Compare 77 Diamonds with James Allen.
77 Diamonds are European and UK based jewelry retailer, who bring a bit of luxury to engagement ring shopping, without costing you as much as brands such as Tiffany & Co would. While the diamond and engagement ring selection could be better, and the pricing should be lowered, 77 Diamonds is a fairly decent jeweler to visit, especially if you are on that side of the world.
It should be noted, you will always receive better value for your money, and high-quality diamonds, from online retailers James Allen and Blue Nile.
A Brief History
77 Diamonds is a fairly new face in the jewelry industry, only opening the first store 10 years ago. The company was formed on the base of modern technology and modern jewelry manufacturing methods overtaking what was once before, to further serve clients in a better, more efficient way. The company has gone on to win many awards, both for its jewelry and customer service.
77 Diamonds are focused within the UK and European markets, with their showroom found in an upscale scene in London.
What 77 Diamonds Offer
For those wanting a more upscale experience, the showroom in London is a great start. Customers have to call ahead beforehand to make an appointment, as walk-ins are generally not accepted. Once there, you will be set-up with a sales assistant, who will take notes on your preference and budget. There is no inventory on hand to view, instead, the sales assistant will bring out rings according to what you have asked for. This is very different from the browsing style that most jewelers offer, but it does give more of an elegant, private shopping feel.
The actual showroom itself is nothing too special, which is a bit disappointing for those looking for an upper-end shopping experience. There is nothing to entice you into the building, and you might miss it completely if you weren’t looking for it.
The diamonds offered by 77 Diamonds do come with certifications, but these vary from IGI, HRD and GIA certificates. It is always better to go with a GIA certificate, so importance should be emphasized on this when shopping. The diamonds are good quality, and while some do fall short, there are some beautiful stones to be found in the showroom.
What Makes 77 Diamonds Stand Out?
Experience – Being able to privately enter a showroom and have a dedicated sales assistant help with your diamond choices, and to enjoy this in an upscale environment in London is a stand out point that many customers do not mind paying extra for.
Worldwide access – 77 Diamonds is not limited to those in the UK and Europe. Their site is accessible worldwide, and they offer free delivery to anywhere in the world, which expands their market much more than other online retailers.
Sourced stones – 77 Diamonds has access to 80% of the world’s diamonds, allowing them to source their stones direct, to offer customers luxurious diamonds at a price that has not been exorbitantly increased.
Handmade jewelry – All jewelry at 77 Diamonds is handmade by master craftsmen. The company believes that each diamond is unique, so each piece is made by hand to keep costs down, instead of having extensive stock on hand.
77 Diamonds Pricing
Surprisingly, the value at 77 Diamonds is fair, unlike many physical retailers who push their costs up quite unnecessarily. You will definitely be paying more at 77 Diamonds than you would online at James Allen or Blue Nile, but the increase only goes up to roughly 15%, which is not too high for those who are seeking the in-store experience.
It is important to note that some of their diamonds only hold IGI, or other certificates, which does make the increase more when compared to GIA certified diamonds.
77 Diamonds pride themselves on being able to create unique pieces for their customers, and this falls into their ethos quite strongly. The company believes that no two diamonds are alike, and because of this, each piece is custom made. On appointment, you are able to view loose stones and request a specific piece to be made. This helps customers create a unique, personalized ring, and helps to keep overall costs down as the company does not need to keep much stock on hand.
Website Ease of Use
As much as 77 Diamonds claim to be paving a way to modern jewelry retailing, their website is slightly outdated. It is very overcrowded, with way too much information shown on the front page, and it does become very overwhelming.
There is also an inconsistency when it comes to viewing diamonds, with some having videos, and others being viewed just with a stock image.
Something else to be wary of on the site is that the prices shown do not include VAT, which comes in later on. This is unusual for a European company and is something that customers should be aware of when viewing a piece.
Pushing customer service at the forefront of their business, 77 Diamonds do go further than most to ensure their customers are kept happy and are given exceptional service for their purchases or inquiry with 77 Diamonds.
Lifetime Guarantee – All items at 77 Diamonds are covered with a lifetime protection guarantee, which covers any manufacturing issues or problems.
Free shipping – 77 Diamonds offer free delivery worldwide, shipping items free of charge and fully insured until delivered.
Return Policy – Customers are able to return purchases within 30 days of purchase for a full refund.
77 Diamonds Financing Options
All UK customers can apply for financing through 77 Diamonds. This can be applied for both online and in-store and gives customers the opportunity to make a purchase and pay through finance, with credit free plans available.
Why You Should Choose 77 Diamonds
- Unique, luxury experience offered through the showroom in London
- Worldwide access, with free shipping all around the globe
- Each piece is unique and created to show off the stone it was designed around
77 Diamonds – The Perfect Middle Ground
77 Diamonds fall well within the middle ground of the jewelry industry. They are not industry leaders such as James Allen or Tiffany & Co but do not fall into the lower category either. With some work, they could really pull themselves towards the upper tier.
The showroom offers customers a private buying experience, and the prices have been kept surprisingly low. There are some lovely diamonds and rings to choose from, but not all have the right certification.
If you are wanting to save more money and skip sifting through some lower quality diamonds, take a look at James Allen, where the diamonds are stunning and the prices are reasonable.
Here is the Official Website: https://www.77diamonds.com/