77 Diamonds Opens Sparkling Showroom in Basel

By Karen Dybis | October 20, 2025

Thanks to Switzerland’s warm reception to its other two locations, 77 Diamonds has opened in the Swiss arts and culture capital of Basel, its third location in the country.

The Basel showroom opened Sept. 30 inside the 22-story Grosspeter Tower. It is the company’s 14th location overall and follows an opening this summer in Paris.

“The space is bright, open, and has an incredible view of the city,” says Anya Walsh, a jewelry expert at London-based 77 Diamonds. “My favorite part has to be the natural light—it floods the room and lets the diamonds truly sparkle, which is something we always aim to highlight.”

Brand founder Tobias Kormind says, “Basel’s spirit resonates with 77 Diamonds—a city that houses centuries of creativity and innovation,” The city was an ideal choice, he notes, because it allows the retailer to reach clients who might not be able to visit 77 Diamonds’ other Switzerland showrooms, and it is also close to Germany and France.

77 Diamonds Basel Showroom — *Natural light and a sprawling view are highlights of 77 Diamonds’ Basel showroom.*

“We already have showrooms in Geneva and Zurich, so expanding further in Switzerland felt like a natural next step,” says Anya Walsh, a jewelry expert at London-based 77 Diamonds. “Our Swiss clients tend to have a real appreciation for fine design. They often request bespoke, highly personalized pieces that reflect their story.”

77 Diamonds is expanding its custom and high jewelry offerings, Walsh adds, and Basel feels like the right spot to showcase that side of the business.

“Basel is such a dynamic city—it’s a hub for business and design. Being located in the iconic Grosspeter Tower, which is a defining part of Basel’s skyline, just made perfect sense for us,” she says.

Like 77 Diamonds’ other locations, the Basel showroom is open by appointment for customers to view their chosen jewelry or discuss custom designs with specialists.

“Guests can relax in the tower’s lounge before their appointment, which adds to the calm, welcoming atmosphere we want every client to experience,” says Walsh.

77 Diamonds Grosspeter — *Grosspeter Tower, completed in 2017, has more than 20 stories, with both commercial and residential space.*

The 77 Diamonds team is also excited about its November opening in Copenhagen, which will be the brand’s first location on a city’s high street. Walsh says that’s a big step for 77 Diamonds, and the Copenhagen store will be a milestone in another way, too.

“[Copenhagen] really marks a new chapter for us. It’s our first space where customers can simply walk in and explore our jewelry, without needing to book an appointment,” she says. “It’s a new way for people to discover 77 Diamonds, especially those who may not have come across us online.”

This more accessible format should help the business, which originated as an e-retailer, grow and connect with an even wider audience in the years ahead, Walsh says.

“Looking further ahead, we’re planning to expand further in Europe and the U.K. in 2026 and open at least three new locations,” she says. “There’s a lot to look forward to, and we’re thrilled to bring our brand to even more clients.”

Top: The latest 77 Diamonds showroom opened Sept. 30 inside the Grosspeter Tower, one of Basel, Switzerland’s most striking buildings. (Photos courtesy of 77 Diamonds)