Why Our Newsletter Isn't Really a Newsletter (It's a Community)

Let's be honest — most newsletters are just adverts with a "Dear Subscriber" bolted on the front. You sign up, you get sold to, and somewhere along the way the whole point of joining a community gets lost.

We wanted to do things differently. 💎

It started on TikTok

If you've spent any time with us on our TikTok lives, you'll already know what we mean. Thousands of you showed up to watch pieces go live, ask questions about stones, and get first dibs on the jewellery we've found and made that week. It's never felt like "customers watching a shop"  it's felt like a community. People who genuinely love vintage and gemstone jewellery, hanging out together, talking and actually building a positive experience. 

We wanted our website and our newsletter to feel exactly the same way. For those who aren't on TikTok or other social channels, there's no reason why you should lose out on the feel good factor! 

So we built a subscriber model, not a mailing list

Here's the honest truth: a lot of brands treat their email list as a list of people to market to. We didn't want that. We wanted our subscribers to be part of the same community we've built on TikTok, just with a direct line to us in their inbox instead of a comments section.

That's why we built our newsletter around subscriber discounts, not sales blasts.

What that actually means for you

Every single one of our jewellery drops,  the vintage finds, the handcrafted rings, the pieces we're genuinely excited about, go to our subscribers first. Not the website. You.

And here's the part we're most proud of: you don't pay a penny for that privilege. No membership fee, no minimum spend, no catch. It's simply our way of saying thank you for being part of this with us, the same way our TikTok community gets treated when they follow along.

Every email we send with new pieces carries a unique subscriber-only discount code. That code is exclusive to your inbox, it won't appear on the site, and it won't work for anyone who hasn't subscribed. If you're on the list, you get first look and a better price. If you're not, you're seeing it later, at full price, after our community has already had their pick.

That's the whole idea: being part of our community should actually mean something and you should be rewarded for your loyalty. 

Ready to join us?

If you're not already subscribed, here's your invitation -  get £10 off your first order plus our free gemstone guide just for signing up. After that, you'll get early access to every drop, a subscriber-only discount code every time, and a genuine seat in the community we've spent a long time building. 

Even our first customer experience is about being person. All new customers who order, get a genuine, hand-written card from us and anytime you need us, we are only a message away. 

No spam. No being "just another email address." Just first access, honest discounts, and a shop that treats you like part of the community — because that's exactly what you'll be.

👉 [Sign up below and claim your £10 off]

We can't wait to have you with us. 💍