No, We Are Not Scarlett Jewels....

We are receiving daily chat messages, phone calls, and emails from customers who have ordered from a website called "Scarlett Jewels." These customers report non-delivery of orders, poor quality items when they do arrive, no response to messages, and concerns they have been scammed. Understandably frustrated, many mistakenly believe that we at Scarlett Jewellery are the same company — mainly because Google search directs their enquiries to us.

We're always saddened to hear when people are scammed by companies that take their money without shipping products. After investigating, it appears this company may be using AI-generated images and videos of supposedly "retiring jewellers" to sell inferior quality jewellery — often failing to ship orders at all, or delaying them for months.

If you're a Facebook user, you can find online groups that discuss in detail how AI imagery is being used to scam people with too-good-to-be-true jewellery discounts: see this Facebook group post.

They have used many other women's names in the past — including Amelia, Lara, and Claire. It seems it's just "Scarlett's" turn. If you look at our products you'll see our designs are nothing like theirs. Reports from the rare customers who have received a delivery suggest many pieces are sourced from Temu, Alibaba, and similar sites — and a lot of their online reviews are most likely as fake as their claims to be selling jewellery made by a small retiring business.

Spot the difference — the same products, three websites

On Scarlett Jewels — sold as "handmade"

The same pieces on Amelia Jewels — another AI-fronted site

The same piece on Alibaba — for pennies, exposing the fake "sale" prices

We are completely different

We want to make it crystal clear: this is not us. We are a small, independent business based in Brighton, UK:

• We create our own original jewellery designs
• We're available by phone, email, and web chat
• We ship sterling silver and solid gold pieces directly from the UK — not China
• We are not retiring (as a team we range from teens to our fifties, and though we'd love to retire, we're committed to keeping going!)
• We do not advertise "retirement jewellery sales" on Pinterest, Facebook, or Instagram

For further information and advice on how to avoid scam jewellery companies, please read our other blog post on how some companies are using AI storefronts to rip people off: protecting yourself from AI-generated fake jewellery retailers.

If you believe you've been scammed by a company with a similar name to ours, we recommend contacting your bank to request a chargeback for any undelivered orders. Our sympathies go out to anyone who has encountered issues with online jewellery purchases.

Some of what we actually make ❤️

So anyone viewing this post can see we are entirely different, here are just a few of our pieces:

Eclipse Silver & Recycled Solid Gold Double Bangle

Sweetheart Studs in Silver or Solid Gold

Solid Gold Sunflower Stud Earrings

Personalised Silver Book Charm

Custom Street Map Silver Necklace

Que Sera Silver & Recycled Rose Gold Ring

📺 October 2025

Stop the press — yes, this has been going on for months.

We've now been featured on BBC South East as a result of this ongoing problem. Watch Stevie in the BBC news report at 5:38 minutes in:

Watch on BBC iPlayer ↗  ·  Read the BBC News article ↗

Despite Meta telling the BBC they are suspending adverts from this account, they are still appearing as of the end of October 2025. If you see adverts showing false discounts using AI images, please report them — together we can help people stop being mis-sold. Thank you for all your messages of support.

Stevie Holmes & the team (Marlo & Genea)
Director, Designer, Maker and person on the end of emails and chat messages
Scarlett Jewellery Ltd, Brighton, UK