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Today marks the launch of the world’s first totally impartial, independent and free to use jewellery comparison service; offering users a trusted online destination to search for great value pieces, such as rings, necklaces and bracelets. The website aims to make it easier and less risky for shoppers to purchase jewellery online, aiming to be the consumer champion of the jewellery world.

Those looking to purchase jewellery online can now be safe in the knowledge that they’re getting value for their money, thanks to a totally unique service that has launched for consumers to take advantage of. is the first website of its kind, in that it is the world’s first totally impartial, independent and free to use jewellery comparison service. In the same way that consumers can compare various other items when shopping online, members of the public will now be able to ensure that they’re getting the best possible value jewellery.

The experts at have independently reviewed over six thousand pieces of jewellery available online from the major high street brands and given them a ‘value for money’ star rating out of 10 and a detailed product review; offering a service that allows the user to feel like they have a very knowledgeable expert ‘sitting with them’ and advising, ensuring shoppers get great value for money.

The service aims to become a consumer champion for those in the market looking to purchase jewellery, and the founders want to debunk the mysteries surrounding the jewellery industry in terms of shoppers not being sure if the items they are buying are high quality or poor value - which is where their star ratings system is particularly valuable to the consumer. is the brainchild of serial entrepreneur Ashley Faull, whose previous successes include the creation of the world’s first interactive shopping channels: Bid TV and Price-drop TV. To date, these channels have sold £2 billion worth of products.

Ali O’Neill, Head of Product & Jewellery Crusader at, spoke about the launch:

“The jewellery industry is one of few to still be surrounded by secrecy and barriers and we want to change all of that. It’s about time some jewellery retailers stopped getting away with offering very poor value for money products, which we believe is nothing short of a scandal. Whilst our experts have been busily reviewing thousands of products, we’ve come across some items that had price tags far higher than their quality. For example, we've seen rings priced at almost £170 that can be bought elsewhere for less than £90, and other rings made with such minimal gold, that’s so thin you could squash it between your fingers! In fact, I did exactly that in our Jewellery Hell video which you can see on our YouTube page:

“This simply has to stop. We want our service to seem as though visitors to our site have a very knowledgeable expert sitting next to them, advising them to make sure they get great value for money, as there are also many very good value items to be purchased if you know where to search. We’re proud to be the very first, free to use and totally independent and impartial jewellery comparison website and we want to help people everywhere with their jewellery purchases.”

The independent experts at have reviewed over 6,000 pieces of jewellery, available online from major high street brands, using a unique 10 star rating system; with the number of reviews ever growing. With over 68 years of experience in the jewellery industry between the management team, from the design and buying process to the manufacturing techniques and precious metal and gemstone procurement, the experts tasked with rating the jewellery are extremely well placed to do so.

The jewellery available to compare through the new service is sold online, via high street retailers such as Goldsmiths, Beaverbrooks, F Hinds, H Samuel and Ernest Jones. Users can read detailed expert reviews of the jewellery returned in their search results and they can compare individual items based on their requirements.

Users can be as specific or as general in their searches as they like. For example, if a visitor to wants to purchase a white gold and diamond pendant and their budget is £350, the site’s search engine will show all of the items that fit within these categories and rank them by best value; as the lower priced items aren’t always the poorest value.

If users only want to see items within a certain price range or those rated 8 stars and above, for example, they can make their searches more advanced to narrow down the results and they can read the detailed descriptions of the products written by jewellery experts Ali O’Neill and Jeremy Banks before deciding whether or not they want to make a purchase.

Ali O’Neill keenly highlights the consumer champion element to the new service on offer through, declaring that, “Today the Jewellery Crusade has begun!”



Editor’s Notes

For more information or to speak with, please contact Emma Kent of 10 Yetis Public Relations Agency on 01452 348211 or

- was launched in September 2013 by Ashley Faull, who created the world’s first interactive shopping channels Bid TV and Price-drop TV.

- is the world’s first totally independent and impartial jewellery comparison service; offering a platform through which users can compare a wide range of different jewellery items available from high street retailers, in terms of quality and value for money.

- Jewellery items featured on the site are reviewed and rated by a team of experts, giving them a score out of ten to reflect their ‘value for money’.

- The site aims to become the consumer champion of the jewellery world, ensuring that buyers are getting good value for money when they purchase.

- To highlight how difficult it is to spot the true value of jewellery with the naked eye, have created the ‘chic or cheap’ challenge- have a try yourself here:

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