We considered the jewelry’s quality (are the pieces sturdy or flimsy-feeling?), comfort and practicality (are the earrings too heavy for all-day wear? Is the necklace clasp impossible to fasten on your own?), and style, as well as the brands’ policies for shipping, returns, and custom orders. Strategist writers and editors each requested a necklace and pair of earrings from one of ten direct-to-consumer brands and wore them everywhere they went - work, parties, hot yoga classes - for two weeks straight. To help you separate the pure from the plated, we decided to try them for ourselves. But can you trust them? Even without the retail markup, diamond earrings and solid-gold earrings are still big-ticket items, and you’d be right to be a bit wary of ordering them online. These companies offer high-end pieces at below-retail pricing, using the same direct-to-consumer model we’ve seen “disrupt” industries like mattresses, bedding, and cookware. In the past few years, a new crop of fine jewelry start-ups have popped up, shaking up an industry that can feel intimidating to outsiders, and demystifying the process of buying diamonds, gemstones, and precious metals.
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