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Q: Who is the target customer?
A: True is perfect for the engagement ring buyer who wants a personal and modern experience. Often the woman finds me and sends her husband-to-be to me to help support the diamond-buying process and custom ring-making.
Many of my True Fine Jewellery customers are women purchasing for themselves. We’ve designed so many Right Hand Rings — symbolic and significant rings for the woman who wants a symbolic piece of jewelry for a significant accomplishment or place she is in her life. We love making them for women who love themselves as much as making engagement rings for someone who loves their partner.
Q: Where are the pieces designed/made?
A: All of our bespoke pieces are designed and made locally on the beautiful West Coast of Canada, in Vancouver.
Q: What more can you share about the conflict-free diamonds that you use?
A: At True, we only purchase ethically sourced diamonds not involved in funding conflict and in compliance with the United Nations’ resolutions. We have a network of global suppliers that we source our diamonds from that we have met in person. It is critical to our reputation and integrity that we only work with suppliers that we trust and are transparent, truthful and honest. We like to use a wide network of suppliers on all five continents to expand the options for our customers based on their needs, for example, if origin is important to them. If our customers want a lab-grown diamond, we only source carbon-neutral lab grown diamonds.
It’s important to note that while the lab-grown industry promotes environmentally friendly diamonds, that is quite often not the case. We only supply certified carbon-neutral lab grown diamonds if we aren’t sourcing natural diamonds.
Q: What is the price range for your designs?
A: Our bespoke process is designed to work backwards, starting first with the customer’s budget and then designing the perfect dream ring within those parameters. Our luxury fine-jewelry line ranges from $150 to $3,000.