Half Heart family Birthstones Necklace

Prime and Pure Australia

The Competition

Soft thick chains

 Rough rusty and thin chains

Our chains are of good quality and generally thicker. Advantage: they do not break that easily. Another advantage: you do not have to buy another chain to replace it or even contact another store to upgrade your chain just because it is too thin and fragile! A third advantage: Instead of spending your money on re-makes, you can save it to buy new designs that you will enjoy even more. Hopefully, you will select our finest designs. Prime & Pure means you do not put stress on your bank account, you live the fashionable life and you allow us to provide a nice luxurious experience with just one necklace.

Our competitors have a different concept of a good chain. They are thinner and not so well designed. Another downfall is based on the thickness or in this case thinness of the chain. It is not adapted to the jewellery the customer buys. Sometimes it is too thin the customers are always scared to wear it outdoors fearing that it may break, and the pendant gets lost.  The customers, most of the times, find themselves buying new chains repeatedly upset at the quality not realizing it’s not them it’s the store. That is one tense relationship.

Polished and shiny relatively thick Name Plates (70% thicker and at least 25% bigger than our competitors).

Cheap, Thin and dull Name Plates

Prime and Pure Australia procures the highest quality of pure gold granules from our Australian suppliers. We undergo a rigorous process to alloy Gold to different Karats (9, 18 and 22 Karats). Our jewellery is thicker than most therefor they are much harder to bend. Also, the thickness of our jewellery is uniform in size and shape so you do not find yourself with a design that has undesirable gaps, traces of scratches or areas thinner than others.

Most of our competitors use recycled gold melted down from unwanted jewellery to make their products. This results in a lot of contaminates getting into the pieces affecting their purity, color and overall quality.  To maximize on profit, their designs are created thin and uneven. As a result, they often bend. The design can also be cut poorly which results in a lot of misshaped jewels with unnecessary gaps.

The quality you see is what you get, we do not use filters on our products.

Confusing and unclear options.

Our Customized Jewellery is ethically made in Sydney, Australia, by Australians for Australians and whoever loves our country. Australian Made and Owned means you are protected under our rigorous Australian Consumer Law.

Often you will find that some of our competitors state (Australian Owned and operated) but will intentionally not declare that the jewellery is made overseas. Most of the times, Although the companies are owned and operated in Australia (meaning they have a head office here), the jewellery is made in work camps overseas where jewellers are paid the bare minimum, just enough to keep them on their feet, as a reward for their work.