Our Story

Why we started here

Fine jewellery has a pricing problem that has little to do with the jewellery. A ring often passes through a designer, a wholesaler, a distributor and a retail floor before it reaches the person wearing it, and each of those steps takes a margin. The stone and the metal are frequently the smallest part of what you pay.

What we changed

We design in-house and work directly with our workshops. The range is deliberately small — a handful of settings, considered properly, rather than a catalogue you have to sift through. Fewer designs means we can hold a higher standard on each one and carry less stock, and both of those show up in the price.

On stones

We sell both moissanite and diamond, and we are precise about the difference. Moissanite is silicon carbide, grown in a laboratory. It is a gemstone in its own right, not a diamond and not an imitation of one. It rates 9.25 on the Mohs hardness scale and disperses more light than diamond, which is why a well-cut moissanite reads so brightly. It also costs a fraction of a comparable diamond, which is the honest reason many people choose it.

Diamonds, natural and lab-grown, are listed as exactly that. Every product page names the stone.

What we will not do

We do not invent scarcity, run permanent sales, or describe moissanite in language designed to let a customer assume it is a diamond. If a claim cannot be stated plainly on the product page, it does not belong in our marketing.