BUY LESS, DEMAND MORE

This week, we've already felt a dip in sales as other jewellery brands announce their "Black Friday Month" deals. As a small business, offering discounts like that for an entire month would put us out of business. Imagine us saying, “We hope you enjoy your new jewelry, but we had to close because we sold it at a loss.”

 We simply can't offer 60% off because our margins are built on fair pricing from the start. Consumers should be wary of brands that claim low markups but can still run weeks of 60%-off sales. If they can discount that much, the jewellery was overpriced to begin with.

Black Friday discounts often come at a cost—pressure on supply chains to cut corners, exploit temporary workers, and harm the environment. When suppliers are squeezed, it's people and the planet that suffer. Plus, these sales encourage overspending, leading to consumer debt.

We understand the allure of a bargain, especially before Christmas. That’s why we’ll offer selective discounts on products from November 28th to December 3rd where we have a little room to give, as a thank you to those who have supported us. But we’ll absorb the hit ourselves without passing it down the supply chain, because we value long-term relationships with our suppliers and their communities.

 We encourage you to choose items you'll love and cherish or that would make a thoughtful gift. Even better, consider shopping before Black Friday and paying the original price to support businesses that keep things fair all year long.