juuls&karats is our in-house jewelry brand built on the belief that classic can be modern and luxury is for everyday. we make a collection of contemporary must have staples at a fair price designed to last.
ok JUULS, tell us more. why an in-house brand?
I have always wanted to create a collection of basics that most woman want to wear everyday. The idea is to offer must have styles like your every-day stud, hoop or ring in durable materials but for the best price possible.
Durable materials? give us all the details please!
I have chosen to work with 14 kt gold. It's studier and slightly cheaper then 18kt gold. so you know, pure gold is a very soft material and it would be impossible to make jewelry with 100% gold, this is why it is mixed with other alloys. the higher the number, the more gold. the lower the number the less gold. Common karats used in the jewelry industry are 24kt, 18kt and 14 kt. You can also find 10-9kt.
let's talk about price.
Yes, I like to think when it comes to jewelry, buy less, choose well. That doesn't mean that quality jewelry shall not be accessible to a larger audience. By making the decision to work with 14kt gold and dainty designs, the collection will be considered demi-fine in any case, meaning it will be categorized in the semi-luxury market. And because I am able to sell to you directly through the juuls juuls platform, since juuls & karats is a digitally native brand, I play with the margins (cut out the common retail margin) and have the luxury to offer you the best prices possible.shop now