77 Diamonds: most-reported complaints
Automated analysis of 345 public Trustpilot reviews published 2024-01-31 to 2026-09-04. TrustScore 4.9 from 6,254 total reviews — see the Trustpilot page. Quick answer: is 77 Diamonds legit? Issues below reflect what reviewers reported, not findings of wrongdoing.
Reviewers most often report that customer support is unhelpful, accounting for 40% of the 94 complaints identified in the 345 reviews analyzed. Delivery delays were the second most common issue, cited in 37% of complaints, alongside reports of faulty products at 26%. Additionally, 14% of complaints mention items not being as described, a trend that reviewers note is rising.
How to reach 77 Diamonds
These are the contact details 77 Diamonds publishes on its Trustpilot profile, as of our last check on 2026-09-24 — phone 02035401477, email [email protected], address 3 Hanover Square, London, W1S 1HD, GB.
The company claimed its Trustpilot profile on 2015-08-17, uses Trustpilot’s paid features, and last replied to a negative review on 2026-09-08. Trustpilot ranks it 23 of 287 in Jewelry Store. We last checked this profile on 2026-09-24 and found 9 new reviews. These are facts Trustpilot publishes about the profile, as of our last harvest.
Forum footprint: 43 MoneySavingExpert forum discussions mention this company (browse). Roughly 1 of the top, relevance-sorted search results were posted in the last 90 days — an approximate figure by construction, not a true recency count. Recent thread titles: “E: 21/04 (MD) Win a £500 voucher at 77 Diamonds”, “E: 31/07 Win diamond jewellery worth £800 from 77Diamonds”, “E: 09/02 (MD) Win a £500 voucher at 77 Diamonds”.
Elsewhere: 4.7★ on Google (0 reviews)
TrustScore over time
4.9 → 4.9 across 15 census measurements since 2026-08-12. Our own record, independent of Trustpilot’s display.
Reply behaviour over time
Solid: % of negative reviews replied to. Dashed: typical days to reply. Both as reported on this company’s Trustpilot profile, recorded whenever our census re-checked it and a figure had changed — the gaps between points are not equal: 2026-08-12 (69%, 6.3d) · 2026-08-15 (63%, 6.3d) · 2026-08-18 (72%, 6.0d) · 2026-08-21 (75%, 5.8d) · 2026-08-24 (73%, 5.8d) · 2026-08-27 (77%, 5.2d) · 2026-08-30 (77%, 5.2d) · 2026-09-02 (79%, 5.2d) · 2026-09-08 (74%, 5.3d) · 2026-09-11 (80%, 5.1d) · 2026-09-14 (80%, 5.1d) · 2026-09-17 (80%, 5.1d) · 2026-09-20 (79%, 5.2d) · 2026-09-24 (79%, 5.2d).
Severity: 37% of this company’s 94 graded complaints were classified as severe (money lost, an essential service cut off, or a problem unresolved for months). See the harm index.
Reviewers here waited a median of 2.7 days between the experience and publishing their negative review (134 reviews record both dates).
What their policy promises
delivery promise: free and fully insured
“we offer a free and fully insured delivery service straight to your doorstep.”
delivery promise: free of charge
“we will send it via international FedEx delivery service from Frankfurt, Germany, fully insured and free of charge.”
delivery promise: no import duties
“As we are a registered company in the EU, you will not be charged any import duties once we ship your order.”
delivery promise: discreetly
“rest assured the item will be delivered discreetly at your convenience.”
Quoted verbatim from the company’s own published policy (source page); complaint counts are census classifications. As of 2026-09-12.
Policy-page monitoring
We monitor this company’s published policy page for changes. 1 change detected since we started watching on 2026-09-01:
- 2026-09-08: +1/-9 lines; added: Early Autumn Now On — Up to 30% off; removed: Limited Time Offer Ending Tonight | 00 (snapshot)
Automated change detection on the company’s own published policy page — a record of when the page changed, not a judgement on what changed.
Measured reply time: across 135 negative reviews that received a public reply, the median wait was 3.6 days — the company profile reports an average of 5 days. The two are measured differently: ours counts only replies we captured to negative reviews.
Reply quality: of 135 company replies to negative reviews analysed, 56% engaged with the specific problem and 30% were generic templates.
Review provenance: 291 company-invited reviews in the recent window average 4.93★, while 25 organic (uninvited) reviews average 3.44★.
54% of its 295 recent 5★ reviews came from accounts that had written only that one review when we captured it (the median across companies is about 39%). A high share is a reason to look closer, not evidence of fake reviews.
Sector benchmark: support unhelpful makes up 40% of this company’s complaints vs a 18% median across 164 ranked companies in its sector.
Review velocity: 1,553 of this company’s 6,254 Trustpilot reviews (25%) were written in the last 12 months.
What are the most common complaints about 77 Diamonds?
Support unhelpful
38 reports · 40% of complaintssteady“I still don’t have a ring that fits properly, and on top of that has a wonky band after the re-size.”
The company replied on 2024-07-24: “Dear Diana Thank you for sharing your feedback. We are deeply sorry to hear about your recent experience and apologise for the distress this has caused during such a special time in your life. We…”
Our classifier read this reply as a deflection.
1 reader marked this review helpful on Trustpilot.
“77diamonds write on their webside, that there are no extra fees within the EU and Switzerland”
The company replied on 2026-04-14: “Dear Jacob, We are sorry to hear about your experience, and especially that it has left a lasting impression since January. This is certainly not the level of service we aim to provide. We would like…”
Our classifier read this reply as a substantive response.
1 reader marked this review helpful on Trustpilot.
“Twice, I was completely ghosted after getting through the AI chatbot.”
The company replied on 2026-08-26: “Dear Johan, We are very sorry to hear about your experience with our after-sales support. In particular, we sincerely apologise if there has been a lack of communication when you have contacted us…”
Our classifier read this reply as a substantive response.
It promised: to escalate.
Delivery late
35 reports · 37% of complaintssteady“8 hours before my appointment I get an email saying - we won't have it ready.”
1 reader marked this review helpful on Trustpilot.
“When the package arrived, it contained only the container and ring box — but no ring.”
The company replied on 2025-01-31: “Dear Chris I sincerely apologise for the distressing experience you had with your order. This is absolutely not the level of service we strive to provide, and I regret the frustration and…”
Our classifier read this reply as a substantive response.
1 reader marked this review helpful on Trustpilot.
“the delivery arrived later than expected”
The company replied on 2024-10-02: “Dear Marcos, Thank you for leaving us your feedback. We’re very sorry to hear that there was a delay in getting your order delivered. While the situation was with our third party couriers, we are…”
Our classifier read this reply as a substantive response.
It promised: to escalate.
1 reader marked this review helpful on Trustpilot.
Faulty product
24 reports · 26% of complaintssteady“I had been sent the wrong ring, incorrect paperwork and been overcharged”
1 reader marked this review helpful on Trustpilot.
“I still don’t have a ring that fits properly, and on top of that has a wonky band after the re-size.”
The company replied on 2024-07-24: “Dear Diana Thank you for sharing your feedback. We are deeply sorry to hear about your recent experience and apologise for the distress this has caused during such a special time in your life. We…”
Our classifier read this reply as a deflection.
1 reader marked this review helpful on Trustpilot.
“The ring was delayed, which completely disrupted the plans I had made for my proposal.”
The company replied on 2026-08-26: “Dear Marius, Thank you for sharing your feedback. We are sorry to hear that you feel disappointed with your overall experience, particularly given the significance of your purchase. We would,…”
Our classifier read this reply as a deflection.
Not as described
13 reports · 14% of complaintsrising since 2025-12“Used ring with stranger's engraving sold as new!”
The company replied on 2026-07-01: “Dear Ron, Thank you for taking the time to share your feedback. We are genuinely sorry to hear that this situation has caused you and your partner distress. We would, however, like to clarify a few…”
Our classifier read this reply as a deflection.
“77 diamonds, have sent me an item with less material than quoted and paid for.”
The company replied on 2026-03-10: “Dear Ben, Thank you for your feedback. We would like to clarify that the claims made in your review are not accurate. Based on the photograph you shared with us, our team has confirmed that the ring…”
Our classifier read this reply as a deflection.
“77 diamonds still declined to speed up the manufacturing process in order to meet the delivery date.”
The company replied on 2026-02-09: “Dear Lasse, Thank you for taking the time to share your feedback. We are sorry to hear about your disappointment, especially given the importance of the occasion. To clarify, our team replied to your…”
Our classifier read this reply as a substantive response.
It promised: to make contact.
Support unreachable
7 reports · 7% of complaintsrising since 2025-12“When the package arrived, it contained only the container and ring box — but no ring.”
The company replied on 2025-01-31: “Dear Chris I sincerely apologise for the distressing experience you had with your order. This is absolutely not the level of service we strive to provide, and I regret the frustration and…”
Our classifier read this reply as a substantive response.
1 reader marked this review helpful on Trustpilot.
“Twice, I was completely ghosted after getting through the AI chatbot.”
The company replied on 2026-08-26: “Dear Johan, We are very sorry to hear about your experience with our after-sales support. In particular, we sincerely apologise if there has been a lack of communication when you have contacted us…”
Our classifier read this reply as a substantive response.
It promised: to escalate.
“we were not informed about the additional AED 950 charge upon delivery. That was a complete surprise”
The company replied on 2025-04-22: “Dear Indira, Thank you for your feedback. We're truly sorry to hear about the difficulties you’ve experienced with reaching us. This is certainly not the standard of service we strive to provide, and…”
Our classifier read this reply as a substantive response.
It promised: to make contact.
Overcharging
7 reports · 7% of complaintsrising since 2025-12“I had been sent the wrong ring, incorrect paperwork and been overcharged”
1 reader marked this review helpful on Trustpilot.
“77 diamonds, have sent me an item with less material than quoted and paid for.”
The company replied on 2026-03-10: “Dear Ben, Thank you for your feedback. We would like to clarify that the claims made in your review are not accurate. Based on the photograph you shared with us, our team has confirmed that the ring…”
Our classifier read this reply as a deflection.
“we were not informed about the additional AED 950 charge upon delivery. That was a complete surprise”
The company replied on 2025-04-22: “Dear Indira, Thank you for your feedback. We're truly sorry to hear about the difficulties you’ve experienced with reaching us. This is certainly not the standard of service we strive to provide, and…”
Our classifier read this reply as a substantive response.
It promised: to make contact.
Compare 77 Diamonds with…
Method: reviews are classified into a fixed complaint taxonomy by an automated reader; every category shown is backed by at least two verbatim quotes from distinct reviews. Trends are computed from dated review counts only. Negative reviews are deliberately over-sampled for evidence depth; headline percentages use an unbiased recent sample only. Report updated 2026-09-05.