A note from the founders
We got tired of paying
€300 for a name.
So we went to the workshops that make the pieces for Europe's biggest jewellery brands, and asked what it actually costs.
- Free worldwide shipping
- Lifetime warranty
- 52,000+ customers
The short version
How a €300 bracelet
became a €49 one.
We bought a €300 bracelet and had it looked at.
316L stainless steel. A stone worth a few euro. The kind of piece that leaves a workshop for a fraction of what the shop window says. We weren't angry about the margin — we were annoyed at how little of it was the jewellery.
So we went to the workshops themselves.
The same ones that produce for names you'd recognise. We asked what a piece actually costs to make properly. Then we asked what it would take to make ours better.
We removed everything that wasn't the jewellery.
No boutique on a high street. No distributor. No importer. No name to pay for. What's left is the piece — 316L steel, 925 sterling silver, real lab-grown stones — and a price that reflects what that costs.
52,000+ customers later, we still sell it that way.
Waterproof. Sweatproof. Built to never tarnish. Backed by a lifetime warranty — because if we're right about how it's made, that costs us nothing.
The difference
What you're actually paying for
Same workshops. Same materials. One of them has a shop on a high street.
| Boutique brand | Pureform | |
|---|---|---|
| 316L stainless steel & 925 silver | Yes | Yes |
| Real stones, not glass | Yes | Yes |
| Waterproof & sweatproof | Varies | Yes |
| Lifetime warranty | Usually 2 years | Yes |
| Boutique, distributor & importer margin | Included | None |
| What you pay | €250–€300 | from €44 |
Worn daily by
52,000+
customers across Europe and the US — through showers, gyms and salt water.
Where most men start
Start with a bestseller
Buy 2, get 1 free — mix and match across every piece.
Lifetime warranty
If it tarnishes, fades or breaks under normal wear, we replace it. No time limit.
Free worldwide shipping
On every order, no minimum. Tracked from the moment it leaves us.
Easy returns
Doesn't sit right? Send it back. We'd rather you wear something you like.
Before you ask
The questions we get most
If it's this cheap, what's the catch?
There isn't one — there's just no boutique, no distributor and no importer taking a cut. You're paying roughly what the piece costs to make well, plus our margin. That's the entire business.
Will it turn my wrist green?
No. Green wrist comes from copper and cheap plating. We use 316L surgical stainless steel and 925 sterling silver, which don't react that way. If yours ever does, the lifetime warranty covers it.
Can I shower, swim and train with it on?
Yes. Everything is waterproof and sweatproof. Most of our customers put a piece on and never take it off — that's what it's built for.
Are the stones real?
They're real lab-grown stones — same crystal structure and hardness as mined ones, without the price or the mining. Not glass, not cubic zirconia dressed up.
How does Buy 2, Get 1 Free work?
Add three pieces to your cart and the cheapest one comes off at checkout. Mix and match across bracelets, necklaces and rings — no code needed.
What if it doesn't fit?
Every bracelet has an adjustable extender. If it still isn't right, send it back and we'll sort it.
Limited summer batch
When this batch is gone,
the offer goes with it.
We produce in small runs so nothing sits in a warehouse. Buy 2, Get 1 Free runs while this summer batch lasts — several pieces are already low.
- Free worldwide shipping
- Lifetime warranty
- Easy returns