Buying fine jewellery online should feel exciting, not risky. People often reach out when they’re unsure about buying jewellery online. They’ll tell me they’ve seen a piece they love on a website, but something doesn’t feel quite right and they just want honest reassurance about what to look for and what to avoid.
With online purchase scams making up a large share of UK fraud reports in recent years, it’s no wonder people hesitate before pressing “add to cart”.
I’ve seen both sides of this: clients who found incredible modern heirlooms online and others who narrowly avoided losing thousands to clever fake websites.
In this guide, I’m going to walk you through the five red flags I always look for when I’m assessing a jewellery website. These are the exact checks I use in my own work at argent + asher when helping customers and the steps I share with clients who want to feel confident buying jewellery online.
Red Flag 1: No Clear Business Identity
The very first thing I check on any jewellery website is who is actually behind it. A legitimate jeweller is never afraid to show their face, studio, and business details. Fake sites, on the other hand, hide behind vague “about” pages and contact forms.
Personally, I start with three simple checks:
- Is there a full UK business address (not just a PO box or a vague “London, UK”)?
- Is there a company name or registered number you can look up on Companies House?
- Is there a professional email address linked to the brand domain, rather than a free Gmail or Outlook address?
If all you can see is a first name, a mobile number and a contact form, that doesn’t automatically mean it’s a scam but it does mean you should slow down and look more closely.
I once had a previous client send me a “boutique diamond” site that looked beautiful on the surface, glossy photos, romantic copywriting, and huge discounts. When I went to the contact page, there was no address, no company details, just a form. A quick search showed the same images used on multiple unrelated websites. That was enough for me to tell her to walk away.
A trustworthy fine jewellery website makes it easy for you to know exactly who you’re buying from and where they’re based.
Red Flag 2: Missing (or Misleading) Hallmark Information
Hallmarks are the jewellery world’s way of saying, “This is the real thing.” They’re your legal guarantee of metal purity, and in the UK they’re not optional above certain weights, they’re required.
Whenever I look at a jewellery website, I ask myself:
- Do they clearly explain which metals are hallmarked and where?
- Do they show close-up photos of the hallmarks on the actual pieces?
- Do they use correct terminology (for example, 18k solid gold vs gold plated)?
Red flags include:
- Vague wording like “gold jewellery” with no mention of carat or fineness.
- Using “gold” in the title, then quietly revealing “plated” in small print.
- Stamps such as “GP”, “GF” or “HGE” being presented as if they are hallmarks of solid gold.
I still remember a client who brought me a “solid gold” bracelet she’d bought online for what seemed like an unbelievable price. There was no UK hallmark, only a tiny “GP” stamp for gold plated. Once I explained the difference, she realised the website had never truly said it was solid gold – it had just carefully implied it.
Red Flag 3: Prices That Are Too Good to Be True
I know it’s tempting – a “1ct diamond ring” for a fraction of what other jewellers charge, or an 18k gold name necklace at costume jewellery prices. But there’s a point where pricing stops being competitive and starts being impossible.
When I assess pricing, I look at:
- The current market price of gold or platinum.
- The realistic cost of diamonds or gemstones of the described quality.
- The level of craftsmanship claimed (handmade, custom design, pavé setting, etc.).
If a piece looks as if it should cost £800–£1,200 based on metal and stones alone, but it’s being sold for £199 with “90% OFF – FINAL HOURS!”, I treat that as a serious red flag.
One of my red-line rules is this: if the stated materials and the price don’t add up, assume the materials or the description are not what they claim to be.
Red Flag 4: Copied Reviews, Images or Text
The next thing I look at is how the website tells its story: photography, reviews, and product descriptions. Fake jewellery websites often copy these from other brands, or use AI-generated content with very little substance behind it.
When I’m suspicious, I look for:
- Reviews that all sound the same, with similar wording and no specific detail.
- Customer photos that appear on multiple websites or social media accounts.
- Product descriptions that are generic, vague, or identical across many different items.
I’ve lost count of how many times I’ve right-clicked an image from a “luxury jewellery” site, searched it, and found the exact same photo on a stock image library or another brand’s website. When that happens, I immediately know the site hasn’t made the piece they’re showing.
Real jewellers usually share real stories: behind-the-scenes videos, workshop snaps, or genuine client photos. If everything looks too polished, anonymous, and disconnected, I pay attention to that feeling.
Red Flag 5: Unsafe Payments and Vague Policies
Finally, I look at how the website handles the practical, less glamorous side of buying jewellery: returns, repairs, warranties, and payment methods. This is often where fake or low-quality sites reveal themselves.
Personally, I get wary when I see:
- No clear returns policy, or one that’s hidden in dense small print.
- Only bank transfer or cryptocurrency as payment options.
- No mention of repairs, resizing, or aftercare at all.
- A contact email for “customer support” but no phone number or address.
In contrast, a trustworthy jeweller is very clear on:
- Whether personalised or bespoke pieces can be returned.
- How long you have to return non-bespoke items.
- What happens if something arrives damaged or faulty.
- How you can reach them if anything goes wrong.
I always advise paying by credit card wherever possible for the extra protection, and avoiding sites that push you towards bank transfer “for a discount”.
What to Do If You Suspect a Fake Jewellery Website
Sometimes, you only realise something is wrong after you’ve ordered – or just as you’re about to pay. If that happens, please don’t ignore your instincts.
Here’s what I suggest:
- If you haven’t paid yet, step back and close the tab. A genuine business will still be there tomorrow.
- If you’ve already paid, contact your bank or card provider immediately and explain your concerns.
- Gather evidence: screenshots of the website, order confirmation emails, and any messages exchanged.
- Report suspicious websites through Action Fraud so patterns can be tracked.
Over the years, I’ve helped several clients navigate these steps. In many cases, acting quickly meant they were able to recover funds or at least prevent further loss.
Buying Jewellery Online Without Regrets
The truth is, buying jewellery online can be wonderful when you know what to look for. You have access to designs, personalisation options, and makers you might never discover on the high street. The key is learning to separate genuine craftsmanship from clever marketing.
If you remember nothing else from this guide, remember these five red flags: unclear business identity, missing or misleading hallmarks, prices that don’t make sense, copied reviews and imagery, and unsafe or vague payment and returns policies. If a website fails on more than one of these, I would not buy from it.
My aim at argent +asher is always the same: to help you feel informed and confident so that every piece you buy – whether from me or another jeweller – feels like a joyful, secure decision, not a gamble.
FAQs About Fake Jewellery Websites (UK Edition)
How can I quickly tell if a jewellery website might be fake?
I start by checking for a real UK address, company details, and clear contact information. Then I look for proper hallmark information, realistic pricing, and honest photography. If the site hides its identity, has no hallmark detail, and offers “solid gold” at costume jewellery prices, I treat that as a major warning sign.
Are Instagram and TikTok jewellery shops safe?
Some are, but many aren’t. I treat social media shops the same way I treat websites: I look for a real business behind the account, transparent hallmarking and materials information, secure payment options, and genuine reviews. If all you can see are heavily filtered videos, no business details, and bank transfer requests, I would not buy.
What’s the biggest red flag of a fake jewellery website?
For me, it’s a combination of unrealistic pricing and a hidden identity. If a site claims to sell high-carat gold and diamond pieces at impossibly low prices and offers no clear information about who they are or where they’re based, that’s a strong sign to walk away.
Is it safe to buy jewellery from overseas websites?
It can be, but you need to be even more careful. I look for established, well-reviewed brands with clear hallmarking, transparent shipping and duty information, and secure payment methods. I’m especially cautious with returns, as sending jewellery back overseas can be complicated and expensive if things go wrong.
What should I do if I think I’ve been scammed by a jewellery website?
First, contact your bank or card provider and explain what has happened. Then gather evidence, screenshots, emails, order confirmations and report the website to Action Fraud. If you feel comfortable doing so, you can also leave factual, honest reviews to warn other buyers.
Is it safer to buy jewellery online or in-store?
Both can be safe if you know what to look for. Online offers more choice and often sharper pricing; in-store lets you see and feel the piece before you buy. Many of my clients research online first, then either buy from a trusted online jeweller or visit a studio in person for final reassurance.
