A New Jewel in the Crown: 77 Diamonds Unveils a Sun-Drenched Sanctuary on Paris’s Place Vendôme
In the world of high jewelry, there are few addresses that command as much reverence and history as the Place Vendôme in Paris. This iconic octagonal square, the very heart of Parisian luxury for centuries, is a hallowed ground where legendary maisons like Cartier, Van Cleef & Arpels, and Boucheron have forged their legacies. To open a showroom here is not merely a business expansion; it is a statement of ambition, a claim to a place among the titans, and a commitment to the highest echelons of craftsmanship.
It is on this celebrated stage that 77 Diamonds, a brand that has masterfully bridged the worlds of digital innovation and traditional artistry, has made its latest, most significant move. On July 2nd, the company, widely recognized as Europe’s largest online jeweler, opened the doors to its breathtaking new appointment-only showroom. For co-founder and managing director Tobias Kormind, this moment is more than a milestone—it’s the physical embodiment of the brand’s core philosophy. It signifies a profound respect for the past while boldly charting a course for the future of fine jewelry.
A Bold Move onto Sacred Ground: The Significance of Place Vendôme
The decision to establish a presence on Place Vendôme was a deliberate and deeply meaningful one for 77 Diamonds. This is not just any luxury retail location; it is the global epicenter of high jewelry, a place where history, art, and commerce converge in an atmosphere of unparalleled prestige.
Where Legacy Meets Light
“Place Vendôme is synonymous with fine jewelry. It’s the epitome of high craftsmanship, where heritage lives and breathes,” explains Tobias Kormind. His words capture the essence of the square’s magnetic pull. Since the late 19th century, when Frédéric Boucheron chose it as the location for his boutique due to its sun-drenched northern side that best illuminated his diamonds, Place Vendôme has been the destination for connoisseurs and collectors. “For us, it represents the perfect meeting point of where our innovation meets centuries-old tradition.”
This new showroom, nestled between heritage maisons, is not an attempt to imitate but to integrate. 77 Diamonds, born from a forward-thinking digital model, is now planting its flag in the very soil from which the industry’s oldest traditions grew. “That is who we are,” Kormind continues, “a brand that brings together forward-thinking technology with artisanal craftsmanship, and opening here feels like a natural next step.”
A Visionary’s Global Expansion
The Paris opening is the latest jewel in a rapidly expanding crown for the company. It follows closely on the heels of a successful launch in Düsseldorf, Germany, in April. This strategic growth has created a constellation of elegant showrooms across Europe and beyond, with established presences in key cities like London, Manchester, Glasgow, Munich, Berlin, Frankfurt, Geneva, Zurich, Milan, Stockholm, and Dubai. Each location is carefully chosen to cater to a sophisticated clientele, but the Paris showroom on Place Vendôme undoubtedly holds a special place in this international portfolio, representing the pinnacle of the brand’s physical retail ambitions.
The 77 Diamonds Philosophy: Designing a Sanctuary, Not Just a Showroom
Walking into the new Paris showroom is an experience designed to immediately transport you away from the vibrant energy of the city. The primary goal, as Kormind describes it, was to cultivate an atmosphere of relaxation, comfort, and deep appreciation for the client’s personal journey.
A Retreat in the Heart of the City
“We wanted the space to feel welcoming and deeply comforting, like stepping into the serene home of a close friend,” says Kormind. This concept is a deliberate departure from the often intimidating and formal atmosphere of traditional luxury boutiques. “It’s a tranquil retreat in the heart of a bustling city.”
The design narrative is one of warmth, intimacy, and quiet contemplation. Kormind paints a vivid picture for potential visitors: “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.” This approach underscores a fundamental belief at 77 Diamonds: purchasing fine jewelry is an emotional and deeply personal act. The environment, therefore, must be conducive to creating memories, not just facilitating transactions. “It’s not just about jewelry—it’s about creating an atmosphere where memories can begin to take shape,” he adds.
An Architecture of Light and Serenity
Two features in particular capture the essence of this design philosophy and stand out as Kormind’s personal favorites: the exquisite interior garden and the gracefully rounded windows that seem to scoop up the morning light.
“There’s something magical about how the natural light fills the room,” he reflects. “It brings a softness and warmth that enhances the whole experience. It’s peaceful, almost meditative, and makes every visit feel special.” This focus on natural light is a masterstroke. Not only does it create a serene and welcoming ambiance, but it is also the truest and most flattering light in which to view the fire and brilliance of a diamond. The interplay of light, space, and nature within the showroom ensures that every piece of jewelry is seen at its absolute best, while every client feels at ease.
The Art of the Personal Touch: The Client Journey
The private, appointment-only model is central to the 77 Diamonds experience. It guarantees that every client receives the undivided attention and expertise of the showroom’s consultants, transforming a shopping trip into a personalized consultation.
More Than a Transaction, An Education
Kormind emphasizes that the role of his team goes far beyond sales. “Our jewelry consultants in Paris will take time to guide, educate, and truly listen to our clients every step of the way,” he states. This educational approach empowers clients, demystifying the often-complex world of diamonds and gemstones and allowing them to make choices with confidence and joy.
The hospitality is meticulous. Upon arrival, clients are always offered refreshments, and the team goes to great lengths to accommodate any special requests. “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,” Kormind says. This bespoke service ensures that from the moment they step through the door, clients feel valued, understood, and cared for.
A Bespoke Parisian Dream
To forge a deeper connection with the city and its discerning residents, 77 Diamonds has ambitious plans. Kormind reveals his hope to develop a bespoke collection created exclusively for Paris, a line of jewelry designed to capture and reflect the city’s inimitable spirit of romance, elegance, and style. This initiative demonstrates a commitment to becoming a genuine part of the local culture, not just an international outpost.
Celebrating Love and Style: Collections Old and New
The Paris showroom serves as a stunning showcase for the brand’s diverse and growing collections, including the recently released and historically significant Toi et Moi collection.
The Timeless Romance of ‘Toi et Moi’
The Toi et Moi, meaning ‘You and Me’ in French, is a ring design steeped in romantic history. Its origin, as Kormind notes, traces back to the court of 18th-century France and its most famous proponent, Napoleon Bonaparte. In 1796, he presented a Toi et Moi ring, featuring a pear-shaped sapphire and a diamond nestled side-by-side, to his beloved Joséphine de Beauharnais. The two stones symbolized their two souls becoming one.
77 Diamonds has beautifully revitalized this timeless design for the modern era in a collection of engagement rings, pendants, and bracelets. Their pieces often combine a vibrant colored gemstone with a classic colorless diamond, celebrating the trend for color while honoring the design’s romantic symbolism. The showroom also reflects a broader expansion of its gemstone selections, catering to clients who seek to express their individuality through a spectrum of rich hues.
Expanding the Horizon: A New Era for Men’s Jewelry
Recognizing a significant shift in the market, 77 Diamonds is also turning its attention to men’s jewelry with an innovative and stylish approach. “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,” Kormind announces. This move taps into the growing trend of men embracing jewelry as a form of self-expression.
The new collection is designed for versatility and style, moving beyond the traditional to offer pieces that make a statement. “We believe that beautiful handcrafted pieces can be for everyone, and we’re excited to see how our customers will like this new selection,” he says. The launch will also include a set of engravable signet rings, offering a perfect canvas for personalization and modern heirlooms.
With its new home on Place Vendôme, 77 Diamonds has masterfully positioned itself at the crossroads of heritage and innovation. This light-filled Parisian sanctuary is more than just a showroom; it is a testament to a brand that respects the legacy of fine jewelry while fearlessly redefining its future, one brilliant, personalized experience at a time.
