77 Diamonds Review (are they legit?)

For those wanting a more upscale experience, the showroom in London is a great start. Customers must call beforehand to make an appointment because walk-ins are generally unaccepted. 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; instead, the sales assistant will bring out rings according to what you have requested. It is very different from the browsing style that most jewelers offer, but it does give more of an elegant, private shopping feel.

The showroom is not unique, which can be disappointing for those looking for an upper-end shopping experience. Nothing entices you into the building; you might miss it entirely if you are not looking for it.

The diamonds offered by 77 Diamonds come with certifications, but these vary from IGI, HRD, and GIA certificates. Since we believe it is always better to go with a GIA certificate, you should look for a GIA certified diamond when shopping. The diamonds are of good quality; while some fall short, the showroom has beautiful stones.

Experience: Being able to enter a showroom and have a dedicated sales assistant privately helps with your diamond choices. To enjoy this in London's upscale environment is a capable 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 anywhere worldwide, 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 directly to offer customers luxurious diamonds at a reasonable price.

Handmade jewelry: All jewelry at 77 Diamonds is handmade by master craftsmen. The company believes that each diamond is unique, and so each piece is made by hand to keep costs down instead of having extensive stock on hand.

Surprisingly, the value at 77 Diamonds is fair, unlike many physical retailers pushing their costs unnecessarily. You will pay more at 77 Diamonds than online at James Allen or Blue Nile, but the increase only goes up to roughly 15%, which is reasonable for those seeking the in-store experience.

It is important to note that some of their diamonds only hold IGI, or other certificates, making the hike more when compared to GIA certified diamonds.

77 Diamonds pride themselves on creating unique pieces for their customers - this falls into their ethos quite firmly. The company believes that no two diamonds are alike, and hence each piece is custom-made. On appointment, you can view loose stones and request a specific piece to be made. It helps customers create a unique, personalized ring and keeps overall costs down as the company does not need to keep stock in abundance.

As much as 77 Diamonds claim to be paving the way to modern jewelry retailing; their website is slightly outdated. It is overcrowded, with too much information on the front page, which can get overwhelming.

There is also an inconsistency in viewing diamonds, with some having videos while others viewing just 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. It is unusual for a European company and is something 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 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, covering 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 can return purchases within 30 days of purchase for a full refund.

All UK customers can apply for financing through 77 Diamonds both online and in-store. They allow customers to purchase and pay through finance, with credit-free plans available.

• 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 fall well within the middle ground of the jewelry industry. They are not industry leaders like James Allen or Tiffany & Co but do not fall into the lower category. With some work, they could pull themselves toward the upper tier.

The showroom offers customers a private buying experience with surprisingly low prices. There are some lovely diamonds and rings, though not all have the right certification.

If you want 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.