Our Mission

Our goal is to challenge the norms of how jewellery is selected and purchased. With modern technology and new methods being introduced to the industry every day, customers have a wealth of knowledge at their fingertips without guidance on how to funnel that knowledge into the right piece of jewellery. Clients find themselves on two sides of a spectrum: Online and Traditional. Online clients usually have a wide variety of technical knowledge regarding diamonds and are privy to prices usually much less expensive than the retail level. The catch to this is oftentimes the piece delivered is not quite what was expected, and after service can become cumbersome because you have no face to face relationship with an expert. Traditional retail clients benefit from a strong relationship with their jeweller and a live selection of inventory to pick from. Due to high rent costs and overhead for employees, prices can be marked up shockingly high as well as oftentimes the purchase process isn’t as private as one would like. Our business model is one that can provide the benefits of both categories while eliminating the negatives. We have narrowed these down to three key areas: