koosh
Misleading product descriptions and big markups
The "closing down sale" is just a marketing pitch. The prices are actually sold for 2-7 times of what they are worth in materials. (after the 80% discount, btw) The "14k gold" is just a tiny fraction of a gram of gold in the thin coating they put on the silver. The entire pieces are made of 925 silver (sterling silver) with a very thin layer of 14k gold. Sterling silver is 92.5% silver and 7.5% copper. Some pieces go as far as to not even be made in silver. Those that are not silver, are made of brass (copper and zinc) which is even cheaper. The descriptions are scummy and written to deceive the seller. Let me break it down for you: - "Since gold is one of the least reactive metals, it scratches less and doesn't wear out as easily." - less reactive does not mean less scratching. The gold coating will last you a couple weeks until seeing silver - "Our lab-made simulated diamonds have all the radiant sparkle of natural mined diamonds, only at a more affordable price." They are selling silver jewelry with fake gemstones (moissanites) and marketing it as "simulated diamonds" / "simulated emeralds." Moissanites are completely different gemstones and a lot cheaper. (edit: most the pieces don't even use moissanites. They have cubic zirconia, which is just worthless glass. The kind of gemstones you might find in chinese jewelry or some toys) - "14k gold is an alloy created from solid 24k gold which is mixed with other metals to increase it's durability. For most of our pieces we've opted to use a thick layer of 14k solid gold bonded over premium jewelers grade brass or silver." - 14k gold is not really for durability but to cut down costs. this 14k gold is actually 42% copper/nickel/zinc. Also, there is no such thing as jeweler's grade silver or brass. It's regular sterling silver and cheap brass.