A whole new brand of luxury engagement rings for the modern woman. The most beautiful diamonds, just like the most beautiful relationships, are formed by a spark of intense heat. TenSevenSeven creates world-class bespoke jewellery experience forged by fire and made to last a lifetime.

Sparked by the events of October 1977, TenSevenSeven was born. The brand identity is shaped around the spark of love between Michael and Christine, and the catalyst to start their own family business after their home burnt down in Aotearoa, New Zealand.

From the brandmark, with the inverted V’s to signify flickering embers, to typography scattered like ashes, the flame-like gradient, and colour palette of charcoal, burnt sienna, fire, and light smoke. Each colour and gradient is inspired by the flames and fire that burnt down Michael and Christine’s home, as well as the aftermath of smoke and ashes.