Carat Hunter · Diamond retailer comparisons
77 Diamonds vs Diamonds Direct
Side-by-side store comparison. Independent and non-promotional.
Data current as of September 14, 2026 · Updated daily. Zero affiliate revenue.
At a glance
| 77 Diamonds | Diamonds Direct | |
|---|---|---|
| Founded | 2005 | 1995 |
| Headquarters | London, UK | Charlotte, NC, United States |
| Live listings | 2,213,606 | 127,017 |
| Origin mix | Lab + Natural | Lab + Natural |
| Cert labs accepted | EGL · GCAL · GIA · HRD · IGI · R&F · WISE · gia · igi | GIA · HRD · IGI |
| Ships to | UK · EU · US · Worldwide | US |
| Return window | 30 days | 10 days |
Live listings, origin mix and accepted labs are updated daily. Founded, headquarters, shipping and return details are retailer-provided and were last verified September 2, 2026.
What each store stocks
Inventory composition observed live across each store's listings.
77 Diamonds
Origin mix
Most common shapes
Diamonds Direct
Origin mix
Most common shapes
Stones stocked by both
We track 23,670 diamonds currently listed at both stores.
Each matched stone has its own page where both retailers' prices appear next to the same physical diamond. That is where price comparison happens, on the stone, not on this page.
Pick by what you are looking for
- Need shipping to Canada? Neither store ships there.
- Need GIA grading? Both stores carry it.
- Need IGI grading? Both stores carry it.
- Need HRD grading? Both stores carry it.
- 77 Diamonds stocks more lab-grown. Diamonds Direct stocks more natural.
Looking for a specific spec?
Browse every retailer in our index, grouped by shape, carat, colour, and clarity. Thousands of live spec pages.
Browse where-to-buy by specQuestions we get
Does Carat Hunter earn commission from either store?
No. We earn zero affiliate revenue from any retailer in our index.
Why do you not show price comparisons on this page?
Pricing varies per stone, not per store. Click through to any matched diamond above and you'll see both retailers' prices on the exact same physical stone, which is the real comparison.
How fresh is this data?
Live listings refresh daily. Static facts refresh monthly.
How do I find a specific stone at both stores?
Use the GIA or IGI certificate number in our search.