11 online startups that make affordable and sustainable fine jewelry
Mejuri
Toronto-based startup Mejuri, founded by a former art director and a former engineer and third-generation jeweler, drops new pieces every week of the year, and without fail, its largely female clientele return again and again to its 14-karat gold, gold vermeil, and sterling silver jewelry that's made for everyday wear. Mejuri's mission is to have women "embrace a daily dose of luxury." With plenty of under-$100 options, it makes fulfilling this mission very achievable.
What to buy:
Vrai & Oro
This downtown LA-based company only uses solid gold and Diamond Foundry diamonds, which are physically and chemically indistinguishable from mined diamonds, but are created using solar energy. Vrai & Oro's simple and timeless pieces will delight minimalists and anyone who hates to be plagued by pages and pages of choices. Couples should take advantage of its free Home Try-On program for wedding rings, which decreases the pressure of choosing the perfect ring.
What to buy:
AUrate
AUrate offers both the solid foundation pieces and the unique statement pieces that you'll need for a jewelry refresh. Everything is crafted right in New York City, which also means that NYC dwellers can enjoy same day delivery of 14- and 18-karat gold, AAA pearls, and ethically sourced diamonds (the rest of the country gets free shipping). For indecisive shoppers, Curate is AUrate's personalized jewelry box delivery service that gives you a week to try on five pieces and decide which one(s) you want to keep.
What to buy:
Catbird
Hip neighborhood boutique vibes meet the ease of browsing and speed of online shopping at Catbird, where you can find delicate $40 rings alongside sparkly $14,000 engagement rings. It's fully transparent about the source of its materials, and donates 1% of all sales to non-profits including the ACLU and Planned Parenthood. In addition to jewelry that's crafted in-house, Catbird is home to other designers and beauty and home goods.
What to buy:
Soko
At the helm of the movement towards "ethical fast fashion" is Soko, a jewelry startup with an innovative, efficient, and empowering model of using technology to connect with independent artisans in Africa. Soko's jewelry is guaranteed to attract attention, not only for its unique sourcing and manufacturing origins, but also for its structural and powerful style. These hand-made pieces are made from less conventional, but more affordable materials like brass.
What to buy:
HOLDEN
When wedding ring shopping gets so stressful that it detracts from the real experience of starting your life with someone, that's a problem. HOLDEN is making it easy to shop for and customize wedding rings that start at only $149. Simply request a free ring size kit, choose your ring profile, width, metal, karat, and finish, and add an optional engraving, then your rings will be made-to-order with 3D printing technology.
What to buy:
The Last Line
Founded by a Parsons grad and industry veteran, The Last Line wants to be the one and only place you buy all your jewelry. That might not be as ambitious of an effort as it sounds considering the brand sells everything from show-stopping rainbow pieces to chunky rings to classic gold hoops. If you thought fine jewelry couldn't be fun or colorful, The Last Line is here to prove you wrong.
What to buy:
Auvere
For top-line luxury, specifically 22- and 24-karat gold, at surprisingly affordable prices, Auvere is the place to go. There's no denying that the architectural pieces are investments, but you get what you pay for — pure gold wrapped into beautiful designs — without the mark-ups, and they'll only appreciate in value over time.
What to buy:
Stone and Strand
Stone and Strand produces its own high-end jewelry and curates other like-minded brands on its site, creating an online space where shoppers aren't intimidated to explore fine jewelry. Its first capsule, The Good Girl's Toolkit, set the tone for the types of jewelry you can expect from the rest of the brand: bold, pretty, and wearable for every day.
What to buy:
Couple
The idea for Couple all began when one of its cofounders had difficulty finding an engagement ring for his now-wife and saw an opportunity to also solve for the environmental and ethical challenges of mined diamonds. Couple works with lab-grown diamonds that look identical to mined ones and are actually of higher quality, so that marriages can start off on the right foot — with trust, transparency, and thoughtfulness. Many of the rings can also be engraved for a truly personal touch.
What to buy:
Ariel Gordon
This Los-Angeles based brand is a celebrity favorite and it's easy to see why. Launched out of her apartment while Gordon worked as a Hollywood publicist, the collection of pieces is designed to be worn over and over again, transitioning from occasion to occasion without losing quality and durability. Its charm pieces, which include animals and flowers, are truly sweet designs to brighten your day.
What to buy:
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