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: un-reputable 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 heart strings and entice the purchase of an artificially inflated 'bargain'.
Watch Our Video Update Here
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:
- AI-generated "owner" photos - Images of people who don't exist in reality, often appearing as elderly craftspeople with touching retirement stories
- Emotional storytelling - Heart-tugging narratives about closing a lifelong business or liquidating a deceased relative's inventory
- Fake/Paid endorsements - they sometimes are caught paying people via sites like people-per-hour or Fiverr to pretend they have purchased a piece and endorse the high quality and customer service
- Too-good-to-be-true prices - "Handcrafted" pieces offered at fraction of their supposed value
- Drop Shipped products - The same items available on marketplaces like Amazon, Temu, or AliExpress at similar or far lower prices
- 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, physical addresses, and established social media presence. If there's no phone number or the email address doesn't work it's 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 supposed owners.
✅ Check the ads - if you've seen them advertise on social media see how many ads they are running and how long their social pages have been active for.
✅ 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 which 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.
Building a legitimate jewellery business takes years of hard work, genuine customer relationships, and pride in craftsmanship. It's devastating to see people lose money to AI-generated facades that exist only to deceive.
If You've Been Affected
If you've ordered from a suspicious jewellery retailer and haven't received your items:
- Contact your bank or credit card provider immediately to dispute the charge
- Report to Action Fraud (UK): 0300 123 2040
- Leave honest reviews on Trustpilot for example
- Share your experience on social media and tell people in person what's happened to you to help protect other shoppers
Stay safe out there, and please share this post to help protect others from these sophisticated scams.
Have you encountered suspicious online jewellery retailers? Share your experience in the comments below to help others stay vigilant.
