What's "Zero Markups"?


What's zero markups


“Zero markups” has become a popular buzzword, but what does it mean and why does it matter?

A markup is the ratio between the cost of goods or services and its selling price. Every business has to make a profit but in traditional retail, jewellery is marked up 300% before it reaches you, the customer.

Our story started with a simple idea: fine minimal jewellery at a fair price. We don’t believe in inflated costs or cheap materials; we know fine jewellery doesn't have to cost a fortune.

We’re an online-only brand for a reason. We work directly with our metal suppliers and sell our jewellery directly to you from our studio. It means we can strip back the markups without compromising on quality. We’ve eliminate the costs of wholesale and retail markups, import expenses, middlemen costs, and designer inflation and passed those savings onto you.

It means we can keep our materials sustainable, our practices ethical, our quality exceptional, and our prices affordable. That’s what “zero markups” means: simple, transparent, fair.



What's zero markups


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