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Our Philosophy

OUR PHILOSOPHY
The following 'immutable laws' describe our core value philosophies of life, business, jewelry-making and relationships.

Namely, we believe that...

IN LIFE:
- Happiness is a choice.
- Positivity is the only attitude.
- Non-conformity can be a virtue.
- Humility is power.
- If it ain't fun, it ain't worth doing.

IN BUSINESS:
- 'Better Every Day' is a realistic expectation.
- Customers deserve personal service and accountability.
- Happy workers serve customers best.
- Great teams share unity of purpose.
- Knowledge is earned (e.g. It's preferable to say "I don't know, but I'll find out" than to make something up and risk being incorrect).
- Integrity matters-- promises made, promises kept.
- Do it right, every time (we won't cut corners).
- Sell great products without pushing; don't chase, educate.
- Every transaction should be a win-win.
- Life is too short to deal with jerks.

IN RELATIONSHIPS:
- Promises are sacred and marriage is a life's commitment.
- Giving is its own reward.
- True love conquers all.
- Soulmates exist.
- There is no perfect woman; but there is a perfect woman for any given man.
- Affection is easy, but romance takes work.
- "I love you because I need you" is unhealthy; "I need you because I love you" is the basis of a strong relationship.
- A couple creates its own future with the choices they make.

ABOUT JEWELRY
- Diamond popularity comes at a terrible human blood price.
- We don't just make and sell jewelry, but moments and memories.
- If you can't tell the difference, it's not worth paying the difference.
- A piece of jewelry has a unique personality, not unlike the man or woman who wears it.
- Value is worth paying for (status is not).
- Diamonds aren't actually rare, and therefore have much less real, intrinsic value than most people realize.
- The 4 precious metals of silver, gold, palladium and platinum are rare and thus have significant intrinsic value.
- 3 months' salary ought to buy not only her engagement ring, but also his and her wedding bands, and have money left over for a pretty sweet honeymoon.
- Great jewelry ought last a lifetime and more.
- When our cost to make it decreases, your price to buy it should, too.