77 Diamonds

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77 Diamonds
Private Limited Company
Industry Retail
Founded (London, England) 2005
Founders Tobias Kormind and Vadim Weinig
Headquarters 77 Diamonds, 3 Hanover Square, London, W1S 1HD. United Kingdom
Number of locations
1 showroom & online
Key people
Tobias Kormind & Vadim Weinig
Products Diamonds and Jewellery
Slogan "Find your sparkle"
Website www.77diamonds.com

77 Diamonds is an online retailer of diamonds and diamond jewellery based in the United Kingdom, but operating throughout the world. The company claims to have the largest selection of certified natural diamonds in the world. They have been called "one of the most innovative online diamond companies to sell loose and set diamond jewellery in the UK." [1][2]


77 Diamonds was founded by Tobias Kormind, a former investment banker at Morgan Stanley,[3] with Vadim Weinig in 2005. Kormind believes precious metal hallmarking could be privatized, just like diamond certification, and says it needs to be quicker, cheaper and offer more outlets.[4] The company takes its name from the date that the first diamond engagement ring was given, when Archduke Maximilian I of Austria presented one to Mary of Burgundy in the year 1477.[5]

In 2010, 77 Diamonds featured in Vogue's inaugural 'Fashion's Night In' feature, devoted to offering discounts from a selection of the most fashionable online retailers.[6][7]


77 Diamonds customers either build their own diamond ring, buy rings off the shelf, or even buy loose diamonds.[2] Each diamond comes with a certificate of authenticity, which the company’s founders, Kormind and Weinig, say is key when it comes to customer confidence. They also believe diamonds will rise above the inflation index.[8] 77 Diamonds has access to over 80% of the world's polished diamonds and has the largest selection of certified natural diamonds in the world.[1] All of their diamonds are conflict-free and comply with the industry’s strict Kimberley process regulations.[9]


  1. ^ a b Niven, Lisa (2 June 2009) Seventy Seven Diamonds bridesmagazine.co.uk
  2. ^ a b Rogers, Sam (12 December 2011) Colour Diamonds bridesmagazine.co.uk
  3. ^ Adler, Claire (9 September 2011) Careers: Craftsmanship catches on in unlikely places
  4. ^ Adler, Claire (9 September 2011) Hallmarking: High metal prices shine a light on ancient guarantee FT.com
  5. ^ 6 December 2011 Find Your Sparkle: Seventy Seven Diamonds
  6. ^ 1 November 2010 Vogue.com's Fashion's Night In
  7. ^ Bergin, Olivia (1 November 2010) Get set for ‘Fashion’s Night In’ fashion.telegraph.co.uk
  8. ^ Platt, Hayley (22 Sept, 2011) Internet Diamond Business Rocks reuters.com
  9. ^ Falk Goldston, N.J. (6 December 2011) Find Your Sparkle: Seventy Seven Diamonds theblondeandthebrunette.com

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