Why We Left the Traditional Jewelry Markup Behind
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The jewelry industry runs on a pricing model that hasn't changed in decades. We decided to change it — and it's the single best decision we've made.
The Standard Markup: What Nobody Tells You
In traditional retail jewelry, a piece typically passes through 3–5 hands before reaching you. Each one adds their cut.
A ring that costs €20 to manufacture might wholesale at €40 (2x), then €80 at distribution, then €160–€200 in retail. That's an 8–10x markup from production cost. In fine jewelry, the multiples get wilder — a gold piece with a production cost of €150 can retail for €600–€900 through traditional channels.
Where the Money Actually Goes
- Raw materials + manufacturing: 10–20% of the final price
- Distributor/agent margin: 15–25%
- Brand licensing or franchise fees: 5–15%
- Retail overhead (rent, staff, displays): 20–30%
- Retail profit margin: 15–25%
- Marketing and packaging: 5–10%
The actual creation of the jewelry accounts for the smallest share of what you pay. The rest is logistics, real estate, and margin stacking.
Why We Left
We looked at our customers and asked: do they need all of that? Or do they need great jewelry at a fair price, with transparency about what they're paying for? The answer was obvious.
We Cut the Middlemen
We work directly with ateliers. No agents. No distributors. No licensing fees. Every intermediary we remove is margin we pass to you or reinvest in quality.
We're Honest About Our Margins
Our typical markup is 2–2.5x from landed cost. Compare that to the industry standard of 4–10x. We don't need to multiply the price five times to build a sustainable business.
We Invest Where It Matters
The money we save on middlemen goes into: better materials (925 silver instead of base metals), better craftsmanship (European ateliers instead of mass production), and better customer experience. None of it goes into a marble showroom.
What This Means in Practice
Italian-made 925 sterling silver earrings with gold plating that retail for €120–€160 in a traditional store? We sell them for €55–€75. Same quality. Same atelier. Different business model.
A 9K gold ring from a European goldsmith priced at €500+ in a branded boutique? We price it at €240–€350.
The Trade-Offs (We're Honest About Those Too)
Going direct means no physical store, no velvet-lined boutique with champagne, no century-old brand name. What we have is better jewelry for less money, a transparent relationship with our customers, and the freedom to say: this piece costs what it costs because that's what it's genuinely worth.
The Bottom Line
Traditional jewelry pricing is a system designed to maximize extraction at every step. Our customers deserve to know what they're paying for — and that should be the jewelry, not the supply chain.