About Us
Our Story: The Real Jewelry Company
At The Real Jewelry Company, our mission has always been clear: to build a respected jewelry brand that evokes self-confidence, practices social responsibility, and inspires greatness. We are committed to offering the finest lab-grown diamond and Moissanite jewelry in the industry while embracing sustainable practices and empowering our community.
The Evolution of Our Brand
The Real Jewelry Company was founded in 2021 by Alfonso Evans, following his honorable discharge from the U.S. Navy in 2020. With a passion for fashion and a drive for entrepreneurship, Alfonso first explored customizing sneakers, but a client’s request for bedazzled shoes sparked his interest in gemstones. As a lifelong jewelry enthusiast, Alfonso quickly recognized that jewelry offered the perfect blend of creativity, fashion, and customization, leading to the creation of The Real Jewelry Company.
The name “The Real Jewelry Company” reflects our commitment to honesty and transparency in an industry often clouded by misleading information. Our goal is to educate our customers so they can make informed decisions about their jewelry purchases while enjoying unparalleled quality and craftsmanship.
In 2023, Mark Martin joined the company as President, bringing extensive expertise in business operations, design consulting, and sales. Together, Alfonso and Mark, who served in the Navy together from 2016 to 2020, have established a vision to make The Real Jewelry Company a household name in the jewelry industry.
Commitment to Sustainability
Our commitment to sustainability and social responsibility guides every decision we make.
- Recycled Metals: Every piece of jewelry we sell is crafted from 100% recycled precious metals. By refining metals back to their pure elements, we ensure the same high quality as newly mined materials while helping to reduce the environmental and social harm associated with dirty gold mining.
- Lab-Grown Diamonds: As demand for sustainable, socially responsible diamonds has grown, we have proudly transitioned into offering only the finest lab-grown diamonds. These diamonds are not only better for the planet but are also superior in quality, with exceptional clarity, color, and durability compared to many natural diamonds.
Perfect Lab-Grown Diamonds
We believe lab-grown diamonds represent the future of fine jewelry. Their benefits include:
- Superior Quality: Each diamond is beautifully cut, colorless, and offers unmatched clarity.
- Enhanced Durability: Lab-grown diamonds, created in controlled environments, are purer and more resilient than most natural diamonds.
- Social and Environmental Responsibility: Unlike mined diamonds, lab-grown diamonds are free from the human rights abuses, environmental damage, and unsafe labor practices often associated with the diamond trade.
In the end, we ask: Is being dug out of the ground truly an advantage? If you value the most beautiful, durable, and ethical diamonds, lab-grown diamonds are the clear choice.
Our Journey from Moissanite to Lab-Grown Diamonds
We began as pioneers in the Moissanite hip-hop jewelry niche, working tirelessly to provide the best Moissanite stones in the market. Since our founding, we’ve perfected the art of identifying high-quality Moissanite gems and ensuring their brilliance matches our customers' expectations. However, as consumer preferences evolved and demand for lab-grown diamonds increased, so did our offerings. Today, while we still love and respect Moissanite, our focus has shifted to offering world-class lab-grown diamond jewelry to meet the desires of our discerning clientele.
Designed in America
Every piece of jewelry we sell is designed in the United States. We collaborate with both domestic and international manufacturers to offer a wide variety of stunning designs. Our vision includes creating a supply chain that empowers African-American jewelers and aspiring artisans by fostering opportunities within the industry.
At The Real Jewelry Company, we are redefining what it means to wear luxury jewelry. By combining sustainability, innovation, and timeless elegance, we aim to be the go-to brand for lab-grown diamond jewelry and custom designs. Thank you for joining us on this journey toward a brighter, more beautiful future.
