For Tobias Kormind, cofounder and managing director of 77 Diamonds, having a showroom on Paris’ iconic Place Vendôme marks a significant milestone in his brand’s expansion—and exemplifies its commitment to excellence, legacy, and prestige.
Billed as Europe’s largest online jeweler, 77 Diamonds opened its latest appointment-only showroom—located between legacy maisons in the heart of the City of Light’s jewelry district—on July 2.
“Place Vendôme is synonymous with fine jewelry. It’s the epitome of high craftsmanship, where heritage lives and breathes. For us, it represents the perfect meeting point of where our innovation meets centuries-old tradition,” Kormind says. “That is who we are: a brand that brings together forward-thinking technology with artisanal craftsmanship, and opening here feels like a natural next step.”
Prior to Paris, the company’s most recent opening was in April, in Düsseldorf, Germany. It also has showrooms in Munich, Berlin, Frankfurt, Geneva, Zurich, Milan, London, Manchester (England), Glasgow, Stockholm, and Dubai.
A pastel door and elegant staircase lead clients to 77 Diamonds’ new Parisian showroom.
The Paris showroom was designed to make clients to feel relaxed, at ease, and appreciated, says Kormind. “We wanted the space to feel welcoming and deeply comforting, like stepping into the serene home of a close friend. It’s a tranquil retreat in the heart of a bustling city.
“Think of a quiet, sunlit corner of a stately home, where you sit overlooking a lush garden, contemplating the next exciting step in your life. That’s the feeling we’ve re-created here,” he says. “It’s not just about jewelry—it’s about creating an atmosphere where memories can begin to take shape.”
Kormind says his favorite parts of the showroom are its interior garden and the rounded windows that catch the morning light.
“There’s something magical about how the natural light fills the room. It brings a softness and warmth that enhances the whole experience. It’s peaceful, almost meditative, and makes every visit feel special,” he says.
This is one space in the Place Vendôme showroom for client consultations. About 10% of 77 Diamonds’ pieces are custom-created, says company cofounder Tobias Kormind.
Clients receive very personal service during their appointments, Kormind adds.
“Our jewelry consultants in Paris will take time to guide, educate, and truly listen to our clients every step of the way. We always provide refreshments when clients arrive and try to accommodate any particular requests they may have, be that specific drinks or uncommon diamond selections,” he says.
To connect specially with local residents, Kormind hopes to create a bespoke collection exclusively for Paris that reflects the city’s unique spirit and style. The showroom also offers 77 Diamonds’ recently released Toi et Moi collection of engagement rings, pendants, and bracelets.
The two-stone toi et moi design originated in the court of 18th-century France under Napoleon I, says Kormind, and 77 Diamonds’ pieces typically combine colored and colorless diamonds. The brand also is expanding its gemstone selections to capture the color trend.
“In addition, we are about to launch a new and improved selection of men’s rings that can be worn not only as wedding bands but as fashion jewelry,” he says. “We believe that beautiful handcrafted pieces can be for everyone, and we’re excited to see how our customers will like this new selection. We’ll also be launching a set of engravable signet rings.”
Top: 77 Diamonds’ showroom on Paris’ legendary Place Vendôme, which opened earlier this summer, gets plenty of natural light. (Photos courtesy of 77 Diamonds)