There's a few reasons:1) As jewellery lovers ourselves, we don't believe that just because you may not have thousands of dollars to spend shouldn't mean you can't give the love of your life a beautiful piece of quality jewellery - so we don't overcharge. 2) Because we make our jewellery ourselves we don't have to add 'middleman' or supplier costs to our customers.3) We harness the latest technology by 3D printing our ring moulds. Every gemstone is still hand set & every piece hand-finished by our talented craftsmen. It's this perfect marriage of technology & skill that allows us to pass these savings on to you. 4) We offer a variety of different gemstone & precious metal options for every ring to suit any budget. In fact we pride ourselves on it.