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Jun 1, 2022


When it comes to purchasing fine jewellery, it’s important to understand the difference between

The Cheapest Price And The Best Price.

As The Saying Goes: “You Get What You Pay For”.

Jewellery is often unbranded, so when judging by appearance alone it can be very hard to compare two different manufacturers. Just because you are getting a cheaper price doesn’t mean that it is better value.

As a jeweller, there are plenty of ways to cut costs without the customer knowing. At Cullen Jewellery, we value the integrity of our jewellery and its long-lasting qualities, so we refuse to cut corners. Though our jewellery will never be the “cheapest”, we can guarantee that it is the best.

Think you know how to spot a dodgy jeweller?

Here Are Just Some Of The Sneaky Tricks Jewellers Use To Cheat Consumers:

01. Cheap Gold Alloy

When it comes to gold, it is assumed that all jewellers use the same kind. However, did you know that only 75% of your ring needs to be pure gold? The remaining 25% is made up of other metals to add strength to the gold. Some of those metals, such as nickel, are very cheap, but result in your ring corroding over time. However, stronger stronger metals like palladium are more expensive than gold itself. To save money, many jewellers will use cheap alloys - at the cost of the ring’s integrity.

One of the most commonly used alloys is nickel. Far cheaper than palladium, nickel is often used in white gold jewellery. Nickel, however, is much more corrosive than palladium and can wear out in as quick as 10 years! In other words, your nickel-based engagement ring will not last a lifetime.

When competing on price, jewellers will also often hollow out the inside of a band. This reduces the amount of gold required to form the ring and significantly lowers the cost. Though it looks exactly the same on the finger, this practice compromises the strength and durability of the ring.

Our Difference

We strive to provide our customers with jewellery that will last a lifetime. That is why Cullen Jewellery ensures all our products are made with gold of the highest quality. An example of this is palladium-based white gold. At Cullen Jewellery, the quality and integrity of your jewellery is paramount, which is why we never lower our standards in order to save money. Our products are crafted by reputable jewellers who would never cut corners or compromise durability. We are committed to the quality of our jewellery which is why we stand behind a lifetime guarantee - to ensure your piece can be enjoyed for many years to come.

View Our Wedding Rings

02. Low-Quality Setting

Though hard to see with the naked eye, this is the most important part of your ring. No matter how well your ring is made, if the diamond setting is not perfect, the ring will not stand the test of time. Side stones will often fall out and you could risk the centre stone falling out completely.

Compare these two settings - one has been set by our professional setter and the other by a less experienced setter on a much lower hourly rate. From a distance they look the same, yet under a microscope the lower quality is clear.

Low quality settings heavily affect the longevity of the ring - don’t take the risk! Low-quality settings are not obvious to the average consumer but will quickly become an issue after your ring encounters a few knocks and bumps.

Our Difference

High-quality, highly experienced setters are very rare now. However, they are one of the best investments you can make in your ring if you want it to stand the test of time. Though cheaper to begin with, using a setter with less experience will drastically increase the risk of issues down the road.

Design a Custom Ring

03. Profiting From Repairs

Many jewellers produce low-quality jewellery (by cutting corners) and then profit from the repairs required in the following years. If you purchase a low-quality ring, it will be more easily damaged by everyday wear and tear and will require many extra trips to the jeweller for repairs. These jewellers will markup their repair jobs to gain a profit from their customers, which means although the up front cost may have been lower, the ongoing cost (as well as inconvenience) is much higher.

We strongly believe that making profit from jewellery repairs incentivises jewellers to make lower quality jewellery.

Our Difference

At Cullen Jewellery, we stand by the quality of our jewellery. Since we never cut corners and always use the very best manufacturing techniques, we have very few issues. If you do happen to experience an issue with your jewellery outside of your warranty (even if you are at fault), we will repair your jewellery at our cost price. We will never profit from a ring repair. Any issues inside of your warranty period will be repaired for you free of charge.

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The Moral Of The Story?

Don’t always look for the cheapest piece of jewellery. If it seems too good to be true, it usually is… and you will almost certainly be compromising on quality!

Shopping for cheap jewellery also contributes to a culture where jewellers are incentivised to cut corners as it means they will be more likely to gain business. As they save on costs, consumers unwittingly lose out on quality!

When you purchase high-quality, ethical, well-made jewellery, you can be confident that your piece will hold strong and sparkle for a lifetime.

View Our Engagement Rings