Seventy-Seven Diamonds is an online retailer for diamond jewellery. The redesign of its online shop was undertaken as part of a repositioning and rebranding project.

Identifying the user experience as the most significant asset of the brand the aim of the redesign was to differentiate Seventy-Seven Diamonds from its competitors by providing the most straightforward way of purchasing diamond jewellery online.

To achieve this the site was built to enable a customer to choose and customise their jewellery on one single page.


LT has done this project while working at Jannuzzi-Smith.

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