Our story
Luxury should feel personal
A Dream Before the Name
It began with a teenager, a fascination for jewellery and a dream of one day creating a jewellery store of his own. For seven years, he worked within the industry — learning the craft, understanding clients and developing an eye for exceptional jewellery. But behind the counter, there was always a greater ambition: to build something of his own.
The Journey
His first step into business didn’t go to plan. The venture failed, but the vision never disappeared. That setback became part of the journey — bringing experience, perspective and lessons that couldn’t be taught. He continued to learn, evolve and believe in the idea that started all those years before. Ten years after his first attempt, the dream finally became reality.
77 Jewellers was born
Built on experience, resilience and a genuine passion for fine jewellery, 77 was created with a simple philosophy — luxury should feel personal. Today, that philosophy can be found in everything we do, from bespoke design and craftsmanship to the experience we provide every client.
Certified, always
Every diamond above 0.30ct is supplied with an independent GIA or IGI certificate, and every piece is hallmarked.
Made, not bought in
Our workshop hand-finishes settings to order, which is why sizing, metal and stone choices are genuinely open.
Fair on price
We hold less stock and sell direct, so the same specification costs less than the high street average.
Looked after for life
Free cleaning, rhodium re-plating and inspection for as long as you own the piece.