Carat Hunter · Diamond retailer comparisons

77 Diamonds vs Novita Diamonds

Side-by-side store comparison. Independent and non-promotional.

Data current as of October 29, 2026 · Updated daily. Zero affiliate revenue.

At a glance

	77 Diamonds	Novita Diamonds
Founded	2005	2019
Headquarters	London, UK	Sydney, AU
Current listings	2,176,144	676,613
Origin mix	Lab + Natural	Lab + Natural
Cert labs accepted	AGS · EGL · GCAL · GIA · HRD · IGI · OTHER · R&F · SGS · STULLER · WISE	GCAL · GIA · IGI
Ships to	UK · EU · US · Worldwide	AU · NZ
Return window	30 days	30 days
Terms checked	Not yet verified	Not yet verified

Current listings, origin mix and accepted labs are updated daily. Founded, headquarters and shipping come from public sources. Return terms are our summary of each retailer's own policy page, dated per retailer in the table. Retailers change their terms, so check the retailer's own returns and shipping pages before you buy.

What each store stocks

Inventory composition observed across each store's current listings.

77 Diamonds

Origin mix

Lab-grown 53%Natural 47%

Most common shapes

Round 44%·Oval 12%·Pear 9%·Emerald 9%

Novita Diamonds

Origin mix

Lab-grown 100%Natural 0%

Most common shapes

Round 32%·Oval 18%·Pear 12%·Marquise 9%

Stones stocked by both

We track 237,834 diamonds currently listed at both stores.

Most common overlap: Round, 1ct, lab-grown, D VVS2

Explore Round 1ct D VVS2 cohort

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 India? Only 77 Diamonds ships there.
Need GIA grading? Both stores carry it.
Need IGI grading? Both stores carry it.
Need HRD grading? Only 77 Diamonds carries it.
77 Diamonds stocks more lab-grown. Novita Diamonds stocks more lab-grown.

Looking for a specific spec?

Browse every retailer in our index, grouped by shape, carat, colour, and clarity. Thousands of spec pages.

Browse where-to-buy by spec

Questions 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?

Listings refresh as we re-read each retailer, most of them every day. Static facts refresh monthly.

How do I find a specific stone at both stores?

Use the GIA or IGI certificate number in our search.