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TenSevenSeven is a new online brand, a premium offering from Michael Hill Jewellers, based on the premise that young couples seeking sophisticated, one-of-a-kind experiences don’t want to buy their engagement ring in a shopping mall. The brand was inspired by a pivotal moment in October 1977, the date founders Michael and Christine Hill lost everything in a fire. But it was just the spark they needed to start the business of their dreams. TenSevenSeven is unique in that the entire experience takes the best of an IRL jeweller and blends it with a seamless digital design tool and delivery. Fulfilling the primary need of the customer to have a world-class experience where they create a bespoke ring that reflects their individuality. No two rings are the same. The user experience extends outside the digital world to product packaging and delivery of your special ring. All inspired by the brand identity.