77 Diamonds

77 Diamonds breaks the build into three steps. You start from a setting, choosing either a diamond setting or a gemstone setting, then pick the stone that goes in it. Both natural and lab-grown diamonds are offered, including a Cupid’s Ideal lab-grown line, and every stone is described as independently certified and conflict-free. A bespoke service is available if none of the stock settings fit what you have in mind.

The firm keeps showrooms in London, Manchester and Glasgow and takes appointments at each, so an in-person build is possible alongside the online tool. On policy, items can be returned within 30 days, and a ring can be resized free within 60 days.