Queensmith vs MOH London
Showroom experience vs online-first technology on Hatton Garden
Read guide 8 min
All Hatton Garden jewellers
Jeweller comparison
77 Diamonds vs MOH London
Two online-first jewellers — but at very different scales and from very different starting points. One is Europe's most established online diamond platform. The other is a next-generation Hatton Garden brand with a bigger searchable inventory. Which is right for you?
PK
Parth KananiSeptember 2026 · 8 min read
Updated September 2026Independent editorial — not sponsored
At a glance
Side-by-side comparison
| 77 Diamonds | MOH London | |
|---|---|---|
| Showroom address | 2 Panton Street, SW1Y 4DL (West End) | 19-21 Hatton Garden, EC1N 8BA |
| On Hatton Garden? | No — Leicester Square area | Yes — 19-21 Hatton Garden |
| Model | Online platform + showroom appointment | Online-first + consultation |
| Walk-in | Appointment only | Appointment only |
| Established | 2004 | Newer generation |
| Trustpilot | 4.8 | 4.8 |
| Searchable inventory | 350,000+ certified diamonds | 1,000,000+ certified diamonds |
| Lab-grown diamonds | Yes | Yes |
| Bespoke service | Online design + London consultation | London workshop |
| Online pricing visible | Yes | Yes — full pricing upfront |
| Nearest station | Leicester Square / Piccadilly Circus | Farringdon (2 min walk) |
77 Diamonds
Europe's most established online diamond jeweller
77 Diamonds was founded in 2004 — originally in Hatton Garden — and has since grown into the largest online diamond jeweller in Europe, with over 350,000 certified diamonds searchable on their platform. That longevity counts for something. They have been through multiple economic cycles, they have refined their process for twenty years, and they have a substantial track record of delivering on what they promise.
Their website is polished and genuinely easy to use. You can filter by cut, colour, clarity, carat, and certification — see certificates, high-resolution images, and in many cases 360-degree video of the actual stone. Prices are shown upfront, which removes the awkwardness of asking during a consultation. For a buyer who is comfortable shopping online and wants a well-established brand behind them, 77 Diamonds is a credible choice.
Their bespoke service allows you to design a ring online and then visit their London showroom at 2 Panton Street to finalise the details in person. The showroom is near Leicester Square and Piccadilly Circus — a smart, accessible West End location, though it is worth knowing it is not on Hatton Garden itself. If the jewellery district specifically matters to you — the history, the community of craftspeople, the sense of being in the right place — 77 Diamonds will not give you that.
One honest limitation is scale. 350,000 diamonds is a significant inventory by any standard, but it is considerably smaller than what some newer platforms can offer through wider aggregation. If you are hunting for a very specific combination of 4Cs at a particular price point, a larger searchable pool increases your chances of finding an exact match.
77 Diamonds strengths
- 20 years of trading history — well-established
- 350,000+ certified diamonds with 360-degree video
- Polished, easy-to-navigate online platform
- Central London showroom in the West End
- Widely featured in major UK publications
77 Diamonds limitations
- Showroom is not on Hatton Garden
- Smaller inventory than some newer platforms
- Appointment only — no walk-in browsing
- No on-site manufacture — outsourced production
MOH London
A new generation on Hatton Garden
MOH London is a newer entrant to the Hatton Garden jewellery market, but newer does not mean less serious. Based at 19-21 Hatton Garden, they sit on the street itself — in the heart of the historic jewellery district — and operate with a technology-led approach that gives buyers access to over 1,000,000 GIA and IGI certified diamonds through their ring builder.
That inventory figure is significant. Where 77 Diamonds aggregates around 350,000 stones, MOH London's platform surfaces over three times that number. For buyers with specific requirements — a particular cut, a narrow colour and clarity window, a specific carat size — the depth of choice genuinely matters. You are far more likely to find the exact stone you want when the pool is larger.
Their diamond search shows full certification details, grading reports, and pricing upfront — no information is withheld for the consultation. The appointment at Hatton Garden is about confirming your choice in person, not discovering it. One indicator of inventory quality worth noting: MOH London diamonds are also listed on CaratHunter.com at premium market rates. CaratHunter is a trade-facing diamond marketplace where premium-certified stones are listed — not a discount channel. That presence is a quiet signal that these are not budget stones being moved at volume; they are premium-certified inventory with the service model to match.
As a newer brand, MOH London does not yet have the two-decade track record that 77 Diamonds carries. If longevity and brand recognition matter to you — if you want a name your parents or colleagues have heard of — 77 Diamonds has that advantage. MOH London is building its reputation through transparency and technology rather than legacy.
MOH London strengths
- Located on Hatton Garden — the real jewellery district
- 1,000,000+ certified diamonds — 3x larger searchable inventory
- GIA natural + IGI lab-grown — both with full certification
- Premium inventory — stocked on CaratHunter at market rates
- Farringdon station 2 minutes away
MOH London limitations
- Newer brand — less historic name recognition
- Appointment only — no walk-in browsing
- Smaller review volume than longer-established competitors
- Platform-first — less suited to tactile, exploratory shoppers
The real difference
It comes down to what you value most
Both are legitimate, transparent online-first jewellers with strong reputations. The differences are real but specific — and different buyers will weigh them differently.
Choose 77 Diamonds if you...
- Want a well-known brand with twenty years of trading history
- Prefer a West End location over the Hatton Garden district
- Value European brand recognition — or have heard of them already
- Want access to 360-degree diamond video on a mature platform
- Are comfortable with a slightly smaller but well-curated inventory
Choose MOH London if you...
- Want the widest possible diamond selection — 1,000,000+ stones
- Care about being on Hatton Garden specifically — the district, the address
- Have very specific 4Cs requirements and want the deepest choice
- Are close to Farringdon or City of London
- Want to buy from a Hatton Garden jeweller, not a West End one
Our take
What we actually think
This is a genuinely close comparison — and that is honest, not evasive.
77 Diamonds earns its reputation. Two decades of trading, a polished platform, and 350,000 certified diamonds is not a small achievement. If you want the reassurance of a brand with a long track record and media coverage going back years, they deliver that. Their West End showroom is convenient for many Londoners, and the online experience is mature and well-designed.
Where MOH London has a genuine edge is inventory depth and location. A million-plus certified diamonds is a meaningfully larger pool — and for buyers who know exactly what they want, that depth matters. And if Hatton Garden specifically is important to you — not just a London jeweller, but the jewellery district, the street with the craft and the history — then MOH London at 19-21 Hatton Garden is the only one of these two that actually delivers that.
Our honest advice: use both websites as research tools. Configure the same stone on both platforms and compare the prices and presentation. Then visit whichever location suits you geographically. The service quality at both is strong — the decision often comes down to which platform helped you find exactly what you wanted.
Visit both
More comparisons
Still deciding? See how other jewellers compare.
Common Questions
Is 77 Diamonds more expensive than MOH London?+
Both sit in a broadly similar mid-range bracket and both publish prices online — so you can compare directly. 77 Diamonds has been operating since 2004 and has significant brand recognition, which can be reflected in their pricing. MOH London operates as an online-first model with lower overhead, and their searchable inventory of over 1,000,000 certified diamonds means you have more price points to compare. The honest answer is: configure the same 4Cs on both and see. The gap on equivalent stones is not always significant, but it varies.
Does 77 Diamonds have a physical store on Hatton Garden?+
No. 77 Diamonds was originally founded in Hatton Garden in 2004, but their current London showroom is at 2 Panton Street, SW1Y 4DL — near Leicester Square and Piccadilly Circus, not Hatton Garden. If visiting the historic jewellery district specifically matters to you, MOH London at 19-21 Hatton Garden is on the street itself, a 2-minute walk from Farringdon station.
Do both sell lab-grown diamonds?+
Yes. Both 77 Diamonds and MOH London offer lab-grown diamonds alongside natural certified stones. MOH London's ring builder covers over 1,000,000 certified diamonds — both GIA natural and IGI lab-grown — searchable with full specs and upfront pricing. 77 Diamonds also carries lab-grown inventory and has been active in that category for several years. For buyers comparing lab-grown options, both are genuine choices; MOH London's raw inventory depth is larger.
Can I visit 77 Diamonds without an appointment?+
77 Diamonds operates their London showroom on an appointment basis — they're not a traditional walk-in boutique. MOH London also works by appointment only. Neither is suited to spontaneous browsing. If walk-in access matters to you, Queensmith on Hatton Garden welcomes visitors without booking.
Which has better reviews?+
Both carry a 4.8 rating on Trustpilot. 77 Diamonds has a larger volume of reviews accumulated over 20 years of trading. MOH London is a newer brand with a growing review base. The quality of feedback is strong for both — what differs is the nature of the comments: 77 Diamonds reviews often mention the ease of the online platform and staff attentiveness; MOH London reviews frequently mention pricing clarity and the research-first experience.
What does it mean that MOH London diamonds appear on CaratHunter?+
CaratHunter.com is a premium diamond marketplace where dealers list certified stones at market or above-market rates. The fact that MOH London's inventory is listed there at premium pricing signals that these are not budget or low-grade stones — they are premium-certified diamonds with full service backing. It's a useful indicator that you are not dealing with a discount operation that moves volume at the expense of quality.