Our story
Jewellery meant to outlast the hands that made it
We began with a stubborn idea: that a diamond should be judged on its fire, not on how far it travelled to reach you. Everything since has followed from that.
How we began
A workbench, and a difficult question
White Moon started in a single rented room with one bench, one loupe and a question nobody in the trade wanted to answer plainly: if two stones are identical under every instrument we own, why should one cost four times the other?
We could not make that maths work honestly. So we stopped trying to defend it and built the house we wished had existed — one where the stone is graded by someone with nothing to gain, the price is arithmetic rather than theatre, and the ring is finished by a person whose name we know.
- One bench, 2019A rented room, a secondhand loupe, and far too much certainty.
- The first hundredMade to order, one at a time, mostly for people who knew us.
- An atelierSetters, polishers and a gemmologist who tells us when we are wrong.
What we hold to
Three things we refuse to compromise
Craftsmanship
Every piece is finished by hand at our own bench. No piece leaves without a setter and a polisher putting their initials against it.
Authenticity
Every stone is graded by IGI or GIA — never by us. We have an interest in the answer, so we are not the ones who should be giving it.
Client first
Resizing, retipping and rhodium for life. A ring worn every day will need care, and that care should not arrive with an invoice.
The making
From sketch to sparkle
Six stages, four to six weeks, and one person accountable at each step. Nothing is outsourced past the point where we can still answer for it.
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The idea
A conversation, a budget, and what the piece has to mean.
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Design
Hand sketches first, then CAD you can turn over before we cut metal.
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Stone selection
We shortlist three; you choose. Certificates before commitment.
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Handcrafting
Cast, filed, set and polished at our bench, never on a line.
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Inspection
Ten-point check under magnification. Anything short goes back.
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Delivery
Insured both ways, with its certificate and a sizing appointment.
The atelier
Inside our workshop
Five stages happen within twenty feet of each other. That closeness is deliberate — a setter can walk a stone to the gemmologist and ask.
- CAD designModelled to the tenth of a millimetre, approved before casting.
- Diamond matchingSide stones matched for colour and cut, not just carat.
- Hand settingEach prong raised, seated and burnished by hand under a scope.
- PolishThree grades of finish, the last one entirely by feel.
- Final QCWeighed, measured, re-certified against its paperwork.
The difference
What you are actually paying for
No middlemen
We buy rough relationships, not inventory from three houses down the chain. Each hop is a margin you would otherwise fund.
Premium materials
Solid recycled gold and platinum. No plating, no filled shanks, no hollowed galleries to save a gram.
Transparent pricing
Stone, metal, labour. We will break down any quote to those three numbers if you ask.
Lifetime support
Resizing, retipping and refinishing for as long as you own the piece.
Expert craftsmanship
Our senior setter has been at the bench for thirty-one years. That is not a marketing line, it is a payroll record.
Worldwide shipping
Fully insured to over twenty countries, with customs handled before it ships.
Materials
What we work in
We are not partisan. Each of these is the right answer to a different question — and we will tell you which question you are actually asking.
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Lab-grown diamonds
The same carbon lattice, the same hardness, the same fire — formed in weeks rather than aeons. Chosen by most of our clients, and by us.
- Identical to mined under any loupe
- IGI or GIA certified
- Typically 60–70% less per carat
- Traceable to the reactor
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Natural diamonds
For those who want the geology as part of the story. We source only from suppliers who can name the mine, not merely the country.
- Kimberley Process compliant
- Mine-of-origin on request
- GIA certified
- Hand-selected for cut, not size
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Coloured gemstones
Sapphire, emerald, ruby and the quieter stones between. Colour is graded by eye and by daylight — the only two instruments that matter here.
- Untreated wherever possible
- Matched in daylight, not under lamps
- Set in solid gold or platinum
- Bespoke commissions welcome
Our promise
Held to account
- 1000+
- Pieces made to order
- 50+
- Hands at the bench
- 20+
- Countries served
- Lifetime
- Care, at no charge
The atelier
The people behind the work
Small on purpose. Everyone here touches the pieces, and everyone here will speak to a client.
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Elena Marchetti
Founder
Asked the difficult question, then had to answer it.
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Tomas Reid
Master goldsmith
Thirty-one years at the bench. Sets everything above two carats.
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Priya Raman
Gemmologist
Grades every stone before it is offered, and says no often.
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Jonas Vogel
Design lead
Sketches first, CAD second. Believes the pencil catches mistakes earlier.
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Amara Osei
Client care
Handles sizing, timelines and the occasional secret proposal.
Responsibility
The only thing we leave in the ground
Lab-grown diamonds let us sidestep the worst of an old industry's arithmetic, but that alone is not a environmental policy. So we made the rest of it boring and measurable.
Recycled metal, named suppliers, packaging that composts, and a workshop that runs on a renewable tariff. We would rather publish four dull commitments we keep than one grand claim we cannot evidence.
- Ethical sourcingNamed suppliers only. Kimberley compliance is the floor, not the goal.
- Recycled metalGold and platinum refined from reclaimed stock, not newly mined.
- Plastic-free packagingPaper, board and cotton ribbon. The box is meant to be kept.
Assurances
The unglamorous guarantees
Certified stones
Independent IGI or GIA paperwork ships with every diamond.
Secure payment
Encrypted checkout. We never see or store a card number.
Insured shipping
Fully covered in both directions, signature on delivery.
Lifetime maintenance
Cleaning, polishing and rhodium for as long as you wear it.
Thirty-day returns
Unworn pieces, no reason required, refunded in full.
A person to call
One named contact from first sketch to final fitting.
Behind the scenes
The unposed hours
Begin
Ready to find your forever piece?
Browse what we have made, or sit down with us — in the showroom or over a call — and we will design something that does not yet exist.
White Moon
Grown by light. Finished by hand.
Made to order in solid recycled gold and platinum, set with independently certified stones, and cared for as long as you wear it.