Tobias Kormind

Spear’s Review

Tobias Kormind, a former investment banker, switched careers after his sister married into a European diamond dynasty. The now Mayfair-based 77 Diamonds, which he co-founded with Vadim Weinig in 2005, had humble beginnings as an online jeweller, operating from a basement in London Bridge. 

The 2008 crisis proved to be a blessing for the retailers, as they capitalised on the low prices they were able to offer clients; the duo also found a market of discerning clients looking for craftsmanship. The retailer’s star rose as a result, and its first Mayfair showroom opened in 2009.

Today, 77 Diamonds targets high-end shoppers with its personalised jewellery offering, with additional showrooms in the UAE, Sweden, Germany and Switzerland.