Fake reviews, jewellery scams, and counterfeit products harm buyers and honest businesses alike. Here is everything you need to know to spot fraud — and what we do to stop it.
Jewellers Reviews exists to give buyers trustworthy information. A single fake review — whether it inflates a poor business or unfairly attacks a good one — undermines that trust. We treat review fraud as one of the most serious threats to the integrity of our platform.
We also recognise that our platform is used by buyers researching jewellers. That means we have a responsibility to inform our community about broader jewellery fraud — scams that happen at the point of purchase, not just on review platforms. You will find both covered on this page.
Review fraud comes in several distinct forms. Each has different motivations, different patterns, and requires different detection methods. Here is a complete breakdown of what we encounter and actively work against.
Beyond fake reviews, jewellery buyers face a range of scams at the point of purchase. These are the most common types reported by consumers — knowing them makes you significantly harder to deceive.
A jeweller markets a stone as natural when it is lab-created, treated, or synthetic — or claims a higher quality grade (colour, clarity, carat) than the stone actually possesses. Always ask for a certificate from a recognised lab: GIA, IGI, or HRD.
Jewellery is sold as 18k gold or 925 silver but contains significantly less precious metal — or none at all. In the UK, hallmarking is a legal requirement for gold, silver, and platinum items above a certain weight. Unlicensed hallmarks are a criminal offence.
Fake pieces are sold as genuine Tiffany, Cartier, Bulgari, or other luxury brands — often online, at significant markdowns. If the price seems too good to be true for a luxury brand, it almost certainly is. Purchase only through authorised retailers.
A jeweller provides a gemstone certificate from a fictitious or low-credibility lab to give an impression of legitimacy. Certificates should only be from internationally recognised bodies: GIA, IGI, HRD, or the Gemmological Association of Great Britain (Gem-A).
A jeweller advertises a high-quality item at an attractive price, then substitutes it with an inferior piece at the point of delivery — often claiming the advertised item is "out of stock." This is illegal under consumer protection law in the UK.
Payment is taken but goods are never delivered. The seller then becomes uncontactable. Particularly common on social media marketplaces and with newly launched online jewellery stores with no established track record.
A jeweller charges for a heavier stone or metal weight than the piece actually contains. Carat weight in diamonds and precious stones, and gram weight in gold, are commonly manipulated this way. Always request independent verification for high-value purchases.
Before purchasing from any jeweller — online or in-store — watch for these red flags. The presence of one doesn't necessarily mean a scam, but multiple signs together warrant serious caution.
Follow these steps before making any significant jewellery purchase — online or in-store. Each one meaningfully reduces your risk.
Our fraud detection runs on multiple layers simultaneously. No single signal is conclusive — we look for patterns across signals before taking action.
We apply consequences proportionate to the severity and deliberateness of the fraud. These are not warnings — they are actions we take.
Spotted a suspicious review, a scam jeweller, or a business manipulating its ratings? Reporting takes two minutes and directly protects other buyers.
Use the Report button on any individual review. Select the most appropriate reason and add any supporting detail you have.
For coordinated campaigns, scam businesses, or anything requiring urgent action, email legal@jewellersreviews.com directly with full details.
Every report is assessed within 72 hours. We look at the full pattern of evidence — not just the flagged content — before taking action.
If you have been the victim of a jewellery scam — not just a fake review — we strongly encourage you to also report to the appropriate authorities:
Honest businesses can be targeted by fake negative reviews — from competitors, disgruntled former employees, or organised attack campaigns. Here is how to protect yourself and how we can help.
For urgent fraud reports, legal concerns, or complex investigation requests, use the contacts below. We prioritise responses to fraud-related enquiries.
Report it now and help protect every buyer on the platform.