Five questions for: Tobias Kormind, co-founder of 77Diamonds.com
77Diamonds.com is an online diamond jeweller that designs and crafts fine jewellery and sells it directly to clients.
What does your business do?
77Diamonds.com designs and crafts fine jewellery and sells it directly to clients. We are an online, contemporary diamond jeweller that has disrupted the fine jewellery industry.
What's been your greatest achievement?
It is hard to identify a single greatest achievement, as every year has many battles fought and mostly won. We have been privileged to win multiple industry awards (the first are always the sweetest!).
MoneyWeek
Subscribe to MoneyWeek today and get your first six magazine issues absolutely FREE
Sign up to Money Morning
Don't miss the latest investment and personal finances news, market analysis, plus money-saving tips with our free twice-daily newsletter
Don't miss the latest investment and personal finances news, market analysis, plus money-saving tips with our free twice-daily newsletter
And we have reached many major milestones, such as moving our headquarters to Mayfair, opening our own workshop, and successfully launching multiple showrooms. We now have an international footprint.
What has been your biggest challenge?
Dealing with the paradox of offering best-in-class products and customer service while significantly undercutting traditional jewellery pricing.
This has been exceptionally difficult because we had no outside investment until the middle of 2018. The process has involved rigorous prioritisation, a great deal of compromise on projects and timings, and sometimes lots of frustration.
What are your plans for hitting your targets this year?
Making the business more efficient, continuing to improve the process for customers, and further embracing social media.
What's the one piece of advice you'd give fellow entrepreneurs?
It's always going to be much harder than you think and it will never work exactly as expected. Be flexible, formulate contingency plans, and apply the 80/20 rule (get it live and fix the kinks later).
-
The UK areas which saw biggest jump in asking prices in 2025 – is yours on the list?We look at the UK areas where asking prices rose the most last year.
-
‘Sandwich generation’ carers losing £6,000 a year to support elderly relativesMiddle-aged adults are often caught between caring for children or grandchildren and their elderly parents, leaving them taking time out of the workforce and facing a huge hit to wages while they are still trying to save for retirement. We look at the true cost of caring.
-
Michael Moritz: the richest Welshman to walk the EarthMichael Moritz started out as a journalist before catching the eye of a Silicon Valley titan. He finds Donald Trump to be “an absurd buffoon”
-
David Zaslav, Hollywood’s anti-hero dealmakerWarner Bros’ boss David Zaslav is embroiled in a fight over the future of the studio that he took control of in 2022. There are many plot twists yet to come
-
The rise and fall of Nicolás Maduro, Venezuela's ruthless dictatorNicolás Maduro is known for getting what he wants out of any situation. That might be a challenge now
-
The political economy of Clarkson’s FarmOpinion Clarkson’s Farm is an amusing TV show that proves to be an insightful portrayal of political and economic life, says Stuart Watkins
-
The most influential people of 2025Here are the most influential people of 2025, from New York's mayor-elect Zohran Mamdani to Japan’s Iron Lady Sanae Takaichi
-
Luana Lopes Lara: The ballerina who made a billion from prediction marketsLuana Lopes Lara trained at the Bolshoi, but hung up her ballet shoes when she had the idea of setting up a business in the prediction markets. That paid off
-
Who is Christopher Harborne, crypto billionaire and Reform UK’s new mega-donor?Christopher Harborne came into the spotlight when it emerged he had given £9 million to Nigel Farage's Reform UK. How did he make his millions?
-
The return of Erik Prince, America's notorious mercenaryErik Prince, founder of the controversial private military group Blackwater, was shunned for pushing the boundaries of legality. He has re-established himself
