77 Diamonds opens 1,000sq ft Mayfair showroom

Diamond company creates space to mirror online shopping experience.

Online diamond jewellery and loose stone retailer 77 Diamonds has relocated its head office and showroom to a 1,000sq ft space in London’s Mayfair.

The business has moved to Hanover Square, close to Oxford Circus and New Bond Street, to offer customers a more interactive experience when buying stones or diamond jewellery.

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The space has been designed to combine "elegant craftsmanship with digital high tech wizardry", and all of 77 Diamonds sales staff present at the showroom will be equipped with tablets to seamlessly merge the company’s online and real life sales experience.

Customers visiting the showroom will be taken through a step-by-step process that mirrors the online shopping process and can take away products such as engagement and wedding rings the same day without having to wait for shipping.

77 Diamonds co-founder Tobias Kormind said: “It is with great excitement that we have moved our new head office and showroom to Mayfair, an area of London that reflects the same values we uphold, quality and craftsmanship. Some of the world’s finest jewellery has been created in the heart of Mayfair and we are honoured to be amongst such rich heritage for luxury brands.

"Our new showroom has been designed to closely mirror the shopping experience one receives through the luxury environment of our website but also allows us to engage with our customers on an emotional level and provide them with quality face to face interaction they deserve. We felt it was important to merge the digital and physical world of purchasing diamonds."

77 diamonds launched in 2005 with the aim of being at the forefront of the online diamond market. Today the company sells to customers in more than 25 countries worldwide with a sale team speaking more than 30 languages.

The company has also moved its jewellery production in-house, with investment placed into a team of expert craftsmen with more than 80 years of experience between them.



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