What Jewellers Don’t Want You to Know: The Truth About Jewellery Markups
- Jan 4
- 2 min read
If you’ve ever wondered why a ring that looks simple can cost five figures in a traditional jewellery store — you’re not imagining it.
The fine jewellery industry is one of the highest-markup retail industries in the world. And most customers are never told why.
Let’s pull back the curtain.
The Reality of Traditional Jewellery Markups
In many brick-and-mortar jewellery stores, it’s common to see markups of:
300% to 800% on gold jewellery
500%+ on diamond engagement rings
Even higher margins on branded or “designer” pieces
That means a ring that costs a jeweller $2,000 to make may be priced at $8,000–$12,000 — not because it’s better, but because the system is built that way.
Where Does All That Extra Money Go?
Here’s what you’re actually paying for in traditional jewellery pricing:
Retail Overheads
Luxury storefronts, shopping centre rents, security, sales commissions and inventory storage all come at a cost — and that cost is passed directly onto you.
Middlemen & Supply Chains
Many jewellers buy stones from wholesalers, who buy from cutters, who buy from dealers. Each step adds margin before the piece even reaches a display case.
Brand Perception
Well-known jewellery brands often price based on name, not materials. You’re paying for marketing, not more gold.
Outdated “Diamond Myths”
The idea that diamonds must cost a certain amount to be “valuable” is a narrative the industry has worked hard to protect — even though lab-grown diamonds and moissanite now offer identical beauty without inflated pricing.
The Markup Myth: “You Get What You Pay For”
One of the biggest misconceptions in jewellery is that a higher price automatically means higher quality.
In reality:
Gold is gold — whether it’s sold at a boutique or online
Stones are graded objectively by the same institutions (IGI or GIA)
Craftsmanship comes from the jeweller, not the storefront
Many independent and online jewellers use the same workshops and suppliers as luxury brands — without the inflated price tag.
So How Are Some Jewellers More Affordable?
Modern jewellers (like us) work differently.
✔ Made-to-order, not mass inventory
✔ No expensive retail leases
✔ Direct sourcing of stones
✔ Smaller, honest margins
✔ Focus on craftsmanship, not commission
By cutting out unnecessary layers, prices can be thousands lower — without sacrificing quality, materials or design.
Why Transparency Matters
Jewellery is emotional. It marks milestones, love stories and once-in-a-lifetime moments. Customers deserve honesty — not pressure, mystery or inflated pricing disguised as “luxury.”
We believe:
You shouldn’t overpay for a name
You should know what you’re buying
Luxury should feel empowering, not intimidating
The Bottom Line
If you’ve ever walked into a jewellery store and felt like prices didn’t make sense — you’re right.
High markups aren’t about better gold or better stones. They’re about old business models.
The future of fine jewellery is transparent, intentional and fairly priced — and once you see behind the curtain, it’s hard to unsee.
Want to know more?
We’re always happy to explain:
Why our pricing is lower
How our pieces are made
What actually matters when buying jewellery
Because confidence is the real luxury.
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