Let’s be real. If you’ve bought jewellery lately, you probably feel like you’ve been the victim of daylight robbery. I know I have! We’re all seeing it: a basic chain inexplicably priced in the hundreds, or a “luxury” bracelet made from the exact same stuff you could pick up elsewhere for a third of the price. It drives us nuts.
The cold, hard truth is that most of what you’re shelling out for has absolutely nothing to do with the metal or the craftsmanship. It’s all the noise surrounding the product: the fancy packaging, the aggressive marketing campaigns, the parade of middlemen, and – let’s be honest – those ridiculously fat profit margins.
Here at Alfred & Co. London, we’ve always believed this whole system is backward. Jewellery should be a celebration of your personal style and genuine value. You work hard for your money, and you deserve pieces that look and feel premium without requiring you to take out a loan.
I always remember a time when I purchased a necklace from a well known online retailer – and within 2 weeks it had actually started to turn my skin on my neck green! That frustration is what fuelled our latest video: “STOP BEING RIPPED OFF BY JEWELLERY BRANDS.”
In it, we seriously dive under the hood of the industry. We expose the little tricks big brands use, we break down the real-world difference between materials, and we explain exactly why you shouldn’t have to mortgage your future to own something high-quality. Seriously, watch it. It’s not a sales pitch; it’s just us giving you the honest-to-God truth.
We launched Alfred & Co. with a simple, clear mission: to make premium, stylish pieces truly accessible.
How do we do it? We cut out the middlemen entirely. We handle the design process ourselves, and we focus on proven materials that are built to last – from genuine 925 sterling silver to premium-grade stainless steel metals that simply will not fade, rust, or lose their shine.
No ridiculous markups.
No making up a “luxury” story just to justify the price tag.
Just quality jewellery, sold at a fair price.
And the best part? These aren’t delicate little treasures you have to tuck away. Our stuff is designed to be worn in real life – day to day! Hit the gym, take a shower, wear it out on the town – it really doesn’t matter. Your jewellery should complement your lifestyle, not just sit in a box waiting for a “special occasion” that may never come.
If you’re sick of being overcharged or straight-up misled by brands that prioritise a glossy image over actual integrity, you need to see this video. We’ll show you how to spot fair pricing, identify true quality, and avoid those industry red flags.
Watch Andy at Alfred & Co. talk about this in more detail below.
