Protecting Yourself From AI-Generated Fake Jewellery Retailers

Following on from our previous post about the confusion between Scarlett Jewellery and the similarly-named "Scarlett Jewels", I want to share something that affects far more people than just our jewellery business.

The rise of AI-generated fake businesses

There's a disturbing trend emerging in online retail: unreputable retailers are using AI-generated images to create entirely fictitious "retiring jewellers" and fake "closing down sales" that simply don't exist — with aggressive social media adverts designed to pull the heartstrings and entice the purchase of an artificially inflated 'bargain'.

Watch our video update

In this video, I explain the ongoing confusion with the similarly-named company and how to ensure you're shopping with the real Scarlett Jewellery.

How these scams work

These businesses typically follow a pattern:

1. AI-generated "owner" photos — Images of people who don't exist, often appearing as elderly craftspeople with touching retirement stories.
2. Emotional storytelling — Heart-tugging narratives about closing a lifelong business or liquidating a deceased relative's inventory.
3. Fake or paid endorsements — They're sometimes caught paying people via sites like PeoplePerHour or Fiverr to pretend they've purchased a piece and endorse the quality.
4. Too-good-to-be-true prices — "Handcrafted" pieces offered at a fraction of their supposed value.
5. Drop-shipped products — The same items available on Amazon, Temu, or AliExpress at similar or far lower prices.
6. Poor customer service — Orders never arrive, or vastly different items are sent.

Learn more about this scam tactic

This video breaks down how these AI-fronted businesses operate and what red flags to watch for.

How to protect yourself

Before making any online jewellery purchase:

• Reverse image search — Check if product photos appear elsewhere online.
• Research the business — Look for genuine reviews, a physical address, and an established social media presence. No phone number or a non-working email is a big red flag.
• Check domain age — Many scam sites are only weeks or months old.
• Verify the "person" — Do a reverse image search on photos of the supposed owner.
• Check the ads — If you've seen them advertise on social media, check how many ads they're running and how long their pages have been active.
• Trust your instincts — If something feels off, it probably is.

Why this matters to Scarlett Jewellery

I'm receiving multiple messages daily from people who've been scammed by companies using similar names or tactics. While I can't help with orders placed elsewhere, I can help spread awareness. This issue is taking up hours of my week that would be far better spent making actual jewellery — which is what I love! Instead I'm having to deal with constant web chats, emails and phone calls chasing orders that aren't from me.

If you've been affected

If you've ordered from a suspicious jewellery retailer and haven't received your items:

1. Contact your bank or credit card provider immediately to dispute the charge.
2. Report to Action Fraud (UK): 0300 123 2040.
3. Leave an honest review on Trustpilot.
4. Share your experience on social media — and tell people in person — to help protect other shoppers.