We create our own ring designs, we cut out the middleman and we work directly with our customers. For this reason we’re able to offer our rings at a price that represents unbelievable value.

The kind of ring that would normally cost significantly more from a traditional retailer (whether physical or online), we are able to provide for a fraction of the price. When you combine our pricing with the quality obtained from our traditionally handcrafted workmanship, we believe it results in an overall offering that is truly something special.

Price of course plays a huge role in perceptions, particularly with a purchase like an engagement ring, and we can sometimes fall victim to a mentality that low price equals low quality. But what makes us unique is not that we’re just providing something that’s simply cheap, it is that the overall value proposition we’re offering is remarkable, with a such a high quality at such a low price by cutting out the middleman. Companies in all kinds of other industries are implementing this model with amazing success, and in turn, challenging the traditional models and the perceptions of customers.

So it’s really not that we’re "low price" that we like to focus on, it’s that we’re delivering real value for money and at the end of the day you shouldn't have to pay the huge prices that traditional jewellery retailers charge when you can get a ring that is as good or better quality at a more logical and reasonable price. Of course we have to make enough of a margin to successfully continue doing what we’re doing, but we are able to do that whilst still providing remarkable value, and our customers seem to agree.

Natural diamonds aren't anywhere near as special as the decades of slick marketing have made you believe. The fact that they have taken millions of years to be formed should not be viewed as remarkable, this could be said for so many other substances that we do not class as remotely special! Natural diamonds are also really nowhere near as rare as we often perceive, it is simply the tightly controlled supply of natural diamonds into the market that keeps prices high.

If you've been intent on buying a natural diamond we urge you to consider your rationale behind this decision. When an alternative exists which performs identically to a natural diamond, why would you directly endorse an industry responsible for decades of suffering and ecological devastation?