Canada-wide · Insured delivery to your door

The diamond markup was never for you.

I spent years on the inside of this industry. Now I sell certified lab-grown and natural diamonds at the price the trade pays, and build the ring around them — one client at a time, no showroom, no commission floor, no games.

IGI & GIA stones only GIA-trained Appraisal included Insured delivery
How the price is built Wholesale made public
  • Certified diamondTrade cost
  • Retail leaseRemoved
  • Sales commissionRemoved
  • Display inventoryRemoved
  • Brand markupRemoved
  • You payWholesale
One flat margin on the trade price. Nothing else is added, and I’ll show you the certificate your quote is built on.

Wholesale made public.

The price the trade pays, published to the person wearing the ring.

IGI & GIA certified stones only GIA-trained founder, German goldsmith Insured shipping, Canada-wide Appraisal included with every ring

What “wholesale made public” means

You’re buying the stone.
Not the storefront.

A traditional jewellery store has to cover rent on a retail unit, staff on commission, a case full of inventory that hasn’t sold, and a brand name. That’s all sitting inside the ticket price of the diamond.

I carry none of it. I source your stone from the same certified suppliers those stores buy from, show you the real options against your budget, and add one flat margin on top. Wholesale, made public. That is the entire model, and there is nothing else behind it.

How diamonds are graded and priced

Side by side

Same diamond. Two different experiences.

Buying at a retail counter

  • Priced for rent, commission and stock on the floor
  • You see what’s in the case that day
  • A salesperson paid on what you spend
  • Certificate handed over at the end, if you ask
  • Appraisal quoted as an add-on

Buying through me

  • Trade pricing with one flat margin, shown to you
  • Stones pulled to your spec from certified suppliers
  • One person, start to finish, who knows your file
  • IGI or GIA report and inscription before you pay in full
  • Insurance appraisal included with every ring

The process

Four steps, about four to six weeks.

01

We talk

A call, a video chat or a DM thread — whatever you’re comfortable with. We cover her style, the shape she’s drawn to, ring size if you know it, timeline, and the number you actually want to spend. Nothing is sold on this call.

30–45 minutes · No deposit

02

I pull your options

You get a short, curated list — usually three to five certified stones that hit your spec, each with its report number, measurements and price. Not a spreadsheet of a thousand rows. If nothing feels right, I go back out and look again.

Typically 24–48 hours

03

We design the ring

CAD renders of your setting before anything is cut or cast, so you see the real proportions with your real stone. Revise it as many times as you need. Once you approve, my goldsmith — German-trained, and the only person who touches your piece — builds it by hand.

Renders in days · Build in 3–4 weeks

04

It arrives, insured

Final photos before it ships. Fully insured courier anywhere in Canada, signature required, with the diamond certificate and a complimentary insurance appraisal in the box. Every order is final sale, so the checks all happen before it ships.

Insured · Signature on delivery

Elaine Phillips · Founder

Elaine and her husband on their wedding day outside the Huron County Court House

Our wedding day · Huron County

Who you’re dealing with

I didn’t love buying my own engagement ring.

That was 2018. I found the whole thing opaque and a little intimidating — and I was already the kind of person who reads the grading report. It stuck with me.

I spent over a decade in aesthetics, completed my GIA education during Covid, and worked alongside a lot of very good wholesalers until I understood how this industry actually prices a stone. Now I get to help people build rings for the biggest moments of their lives — engagements, push presents, anniversaries. I can’t imagine doing anything else.

Read my full story

Common questions

The things people ask me first.

Are lab-grown diamonds real diamonds?
Yes. Chemically, physically and optically identical to mined diamonds — same carbon crystal, same hardness, same fire. A gemmologist needs specialised equipment to tell them apart, which is exactly why every stone I sell comes with an independent IGI or GIA report identifying it.
How is your price so much lower than a jewellery store?
There’s no store. No lease on a retail unit, no display inventory sitting unsold, no commissioned sales floor. I buy from the same certified suppliers and apply one flat margin. That’s the entire difference — not a lesser stone.
Can I trust this if I never see the diamond in person?
You see the independent lab report before you commit, with a certificate number you can verify yourself on IGI’s or GIA’s website. Most stones are laser inscribed with that number on the girdle. I also send real photos and video of your actual stone, and of the finished ring before it ships.
How do I get the ring size right?
We settle it before anything is made, because orders are final sale and I don’t offer resizing. I’ll walk you through getting an accurate measurement from a ring she already wears, and if you genuinely can’t, we’ll talk through the safest choice for your design.

Start here

Tell me what you’re looking for.

Send me the shape, the rough carat weight and your budget — or a screenshot of a ring you love. You’ll get real options with real prices back, usually within a day.

No deposit to get a quote. No pressure to buy on the call.