Why I Don’t Do Black Friday Sales — And Why My Clients Love It
Each year, as Black Friday approaches, we’re flooded with messages about once-in-a-lifetime jewellery deals and unbeatable discounts. But here’s a truth many people don’t realise — in luxury jewellery, those “offers” are rarely what they seem.
As someone who has spent more than 40 years designing and crafting bespoke jewellery in London’s Hatton Garden, I’ve never believed in artificial discounts or short-lived sales. My clients come to me for genuine value — not gimmicks.
That’s why, this Black Friday, I’m not joining the rush. And here’s why that matters.
The Myth of Black Friday Discounts
Many Black Friday “sales” are simply marketing theatre. Prices are quietly inflated before November, then slashed to appear like a bargain.
In the world of jewellery, it’s even more misleading. Precious metals and gemstones have daily market values — they don’t suddenly become cheaper for one weekend. What you often see as a discount is simply a margin being reshuffled, or a mass-produced design being cleared to make space for new stock.
My jewellery is different. Every piece I make starts with your story, your ideas, and your budget. The design is exclusive to you, created from a blank canvas, and handcrafted in Hatton Garden. There’s no inflated “RRP” to mark down — just fair, honest pricing from the start.
Real Value, Not Fake Discounts
When I design bespoke jewellery, you’re in control. You decide how much you want to spend, and I’ll create a design that delivers maximum beauty and craftsmanship within that budget.
There are no hidden markups or brand premiums — just exceptional value, all year round.
That’s because real value in jewellery doesn’t come from how much you save — it comes from what you get:
One-to-one service from concept to creation.
Handpicked gemstones that suit your design and budget.
3D design and wax models so you can see and wear your piece before it’s made.
Handmade quality from a master craftsman, not a production line.
It’s an honest process that delivers Bond Street quality without Bond Street pricing — and without the seasonal hype.
The Tiffany & Co. Principle
Perhaps remarkably, Tiffany & Co. has never had a sale in their 183-year history.
Their Vice President of Investor Relations once said, “Tiffany does not conduct price promotional sales on Black Friday or any other day.”
The same is true for the great houses of Bond Street, where brands focus on preserving craftsmanship, brand value, and exclusivity. They understand that luxury isn’t about slashing prices — it’s about delivering something extraordinary every single time.
I share that philosophy. But unlike the big brands, my focus is on making luxury personal and accessible. I work directly with you — no middlemen, no retail markup — creating one-of-a-kind jewellery that carries meaning, not just a logo.
Craftsmanship That Never Goes on Sale
The true worth of my jewellery lies not in a discount label, but in the artistry behind it.
When you commission a piece from me, you’re investing in:
Over 40 years of experience in design, gemology, and craftsmanship.
Jewellery that’s made to last a lifetime, not for a season.
Sustainable practices, reusing your old gold or heirloom stones if you wish.
A personal design journey where your ideas evolve into something beautiful and unique.
Every stage — from the first sketch to the final polish — is handled with care, precision, and purpose. That level of attention doesn’t come with a discount, but it does come with lifelong value.
A Better Kind of Black Friday
If you’re looking for genuine value this Black Friday, skip the sales. Instead, think about creating something meaningful — a ring that marks your engagement, a pendant to celebrate an anniversary, or a remodelled heirloom that tells a new chapter of your story.
With bespoke jewellery, you’re not chasing a deal — you’re creating something priceless.
Final Thought
This Black Friday, I’ll be doing what I always do — helping my clients design jewellery that’s personal, handcrafted, and fairly priced all year round.
No gimmicks. No pressure. Just honest craftsmanship and a truly one-to-one service.
If you’d like to see how your ideas can evolve into a one-of-a-kind piece, I’d love to hear from you.
Book your complimentary discovery call today, and let’s begin your design story — no sale required.
