Major brands in jewel industry charge 20-x the actual cost. We think it is just absurd. We craft our own jewelry and sell it directly to you avoiding significant retailing cost. We also have a direct contact with designers that sell their products to us without the wholesalers. That way we can offer you the same high quality product that you would pay insane amount of money at brand stores. What you pay for is the material cost, labor and our small mark-up.