The good stuff lives in the dark

It comes out for weddings. You wear it for four hours, check the clasp about nine hundred times, take it off in the car, and put it back.

Which means every other day gets nothing. The morning you actually liked your outfit. The class you were dreading. The plan you almost cancelled and then had the best night. No occasion, no photos, no reason — so, no jewellery.

That's a lot of days to spend under-dressed.

So we made the opposite

Jewellery you're not scared of. It has weight, the clasp shuts first time, and the stones actually catch the light — but you can wear it to college, forget it on the bathroom shelf, and not spiral.

Twelve pieces instead of one good one. Different you on different days. Dress for your mood, not for how important the event is.

We'll always tell you exactly what it is

Imitation jewellery. Plated brass and alloy, cubic zirconia and glass, set by hand.

Every piece lists its materials, its plating and how to look after it, right on the page. Plating is a finish, not a material — it softens over time with perfume, water and daily life. You should know that before you buy, not in month six.

This whole category runs on being vague. We'd rather be the ones who stopped.

One thing we'll never say

Looks just like the real thing.

Say that, and we've agreed something else is the main character and we're the stand-in. We're not a substitute for a diamond. We're the answer to an empty neckline on a random Thursday.

Wear it now

Not when you're older. Not when there's an occasion. Not when someone tells you it's worth it.

Later is where good things go to be forgotten.