Our verdict
A big Hong Kong-run seller of personalized photo jewelry and gifts, rated 4 stars on Trustpilot — but personalized pieces can't be returned, cancelling costs 30%, and there's no jewelry warranty.
Visit SoufeelThe bottom line. Soufeel names STU International Trading Co., Limited in Hong Kong as its operator5,6, on a domain registered in 20107. Most of its roughly 18,000 products cost $16–$702, it takes cards, PayPal and Klarna8,9, and Trustpilot shows 4 stars from about 12,700 reviews10. It scores low because personalized items — most of the range — can’t be returned unless defective3, change-of-mind returns cost you the postage3, cancelling costs 30% as production starts right away3, there’s no jewelry warranty or insurance3,4,6,8, and its New York story doesn’t match the Hong Kong company behind it5.
What we like
On this page
At a glanceTrust Score breakdownWho is behind SoufeelHow to reach SoufeelReturns & cancellationsShipping & deliveryWarrantyWhat Soufeel sells & what it costsPaymentWhat customers saySoufeel FAQUpdate historySourcesOther stores we’ve checked
Soufeel policies at a glance
| Return window | 90 days from purchase (non-personalized items)3 |
|---|---|
| Return shipping | Paid by you unless the item is wrong or defective3 |
| Can't be returned | Personalized items, unless defective3 |
| Refund | Processed within 3 business days of arrival; shipping not refunded3 |
| Warranty | None for jewelry (365 days on watch movements)3,4 |
| Resizing | Not offered3,4,8 |
| Made to order | 2–5 business days6 |
| Shipping | Free over $69; 6–9 business days in the US; insurance not mentioned3,6,8 |
| Company named on the site | Yes: STU International Trading Co., Limited (Hong Kong)5 |
How Soufeel scores
| Identity & transparency | 15 / 20 Hong Kong address published; Email and online chat, no phone on the site; Domain registered in 2010; Company and registration number named; No owners or managers named |
| Purchase protection | 13 / 25 90 days; Buyer pays return postage; No restocking fee on returns; One return policy, no conflicting versions found; Personalized items, most of the range, excluded; No insurance mentioned; No lost-parcel process |
| Warranty & aftercare | 0 / 15 No jewelry warranty; No aftercare; No resizing; No warranty to speak of |
| Product transparency | 3 / 8 Sells no diamonds (doesn't apply); Metals named; plating thickness not given; Stones and crystals not clearly described; No diamonds or precious gemstones (doesn't apply); No sourcing policy |
| Payment safety | 5 / 7 Cards and PayPal; Most items cost under $100 (doesn't apply); Checkout provider not named |
| Reputation | 7 / 15 4 stars from about 12,700 reviews; Online-only: scored on Trustpilot, 4.0; Not accredited; rating to be checked; Slow delivery and product complaints |
Not scored because they don't apply to Soufeel: diamond grading, appraisal, installments. The other 90 points are scaled to 100 (43 of 90). We are still checking Soufeel's BBB profile and confirming its exact Trustpilot score; the score will be updated when that's done.
The same rules apply to every store. How the Trust Score works
Who is behind Soufeel
Soufeel’s About page names STU International Trading Co., Limited (registration 80821230) with an address in Tsim Sha Tsui, Hong Kong5, and the shipping page names the same operator6; the Terms use the name Soufeel Jewelry Limited8. The About page also says Soufeel ‘comes from the capital of fashion – New York’ and has served customers since 20095, while its domain was registered in 2010 through a Chinese registrar7. No owners or managers are named5,8.
All details we checked
| Company & address | STU INTERNATIONAL TRADING CO., LIMITED (80821230), Tsim Sha Tsui, Hong Kong5 |
|---|---|
| Operator on the shipping page | STU International Trading Co., Limited6 |
| Name in the Terms | Soufeel Jewelry Limited8 |
| Origin claimed | 'Comes from the capital of fashion – New York', 'since 2009'5 |
| Domain registered | October 18, 2010, via Bizcn (China)7 |
| People named | None5,8 |
How to reach Soufeel
Support is by email and a round-the-clock online service5. There’s no phone number on the site; BBB lists a toll-free number11.
All details we checked
| [email protected]5 | |
| Online service | '24 Hours Online Customer Service' (chat)5 |
| Phone | Not on the site; BBB lists (844) 294-787511 |
Returns & cancellations
The return window is 90 days from the date of purchase3. If Soufeel sent the wrong item, or it arrived broken or defective, it pays the postage and exchanges it for the same or a cheaper item3. For a wrong size or a change of mind you pay the postage and shipping isn’t refunded3 — and personalized items, the core of the range, can’t be returned at all unless they’re defective3. Refunds are processed within three business days of arrival3.
Production starts as soon as you order, so cancelling costs a 30% restocking fee3.
All details we checked
| Return window | 90 days from the date of purchase3 |
|---|---|
| Wrong, broken or poor-quality items | Soufeel pays postage; exchange for the same or a cheaper item3 |
| Wrong size or change of mind | You pay the return postage; shipping isn't refunded3 |
| Personalized items | Not returnable unless defective or damaged3 |
| Refund timing | Processed within 3 business days; 7–10 more for the bank3 |
| Cancellation | 30% restocking fee; production starts right away3 |
Shipping & delivery
Pieces take two to five business days to make, then six to nine business days to reach the continental US6. Shipping is free over $69, otherwise $9.99 standard6. Insurance isn’t mentioned3,6,8, and a parcel lost because of a wrong address isn’t refunded8.
All details we checked
| Delivery time | 2–5 business days to make, then 6–9 business days in the continental US6 |
|---|---|
| Countries | US, Canada and 35+ other countries6 |
| Shipping cost | Free over $69; standard $9.99, priority $15.956 |
| Shipping insurance | Not mentioned3,6,8 |
| Lost parcels | No refund if the address you gave was wrong8 |
Warranty
The only warranty we found is 365 days on watch movements3; jewelry is covered only by the 90-day return terms3,4, darkening silver is treated as normal oxidation3, and there’s no resizing3,4,8.
All details we checked
| Warranty | 365 days on watch movements only; jewelry relies on the 90-day policy3 |
|---|---|
| Jewelry warranty | None beyond the 90-day return terms3,4 |
| Silver darkening | Treated as normal oxidation, not a defect3 |
| Resizing | Not offered3,4,8 |
What Soufeel sells & what it costs
Soufeel sells personalized photo, name and charm jewelry along with gifts such as frames and keychains1 — about 18,300 products in its sitemap2. Product names mention sterling silver, stainless steel and 14k gold plating, without a plating thickness2; the Terms claim ‘100% sterling silver’8. Most of what we sampled cost $15.95–$69.95, with a solid silver photo necklace at $2992.
All details we checked
| What it sells | Personalized photo, name and charm jewelry and gifts1 |
|---|---|
| Products in the sitemap | About 18,300 (jewelry and gifts)2 |
| Metals named | Sterling silver, stainless steel, 14k gold-plated (plating thickness not given)2 |
| Quality claim in the Terms | '100% Sterling Silver'8 |
| Prices we saw | Mostly $15.95–$69.95; $299 for a solid silver photo necklace2 |
Payment
Soufeel prefers cards and PayPal and also offers Klarna’s four-payment plan8,9; the card processor isn’t named.
What customers say
Trustpilot shows 4 stars from about 12,700 reviews for soufeel.com10, with support called friendly but deliveries often slow12; its Australian site rates 2.5 out of 513. BBB lists Soufeel Jewelry Limited in New York as not accredited14. On Reddit’s r/Scams, a buyer says Soufeel’s Spotify-code products didn’t work15.
All details we checked
| Trustpilot | 4 stars from about 12,700 reviews (Google snippet of the Trustpilot page)10 |
|---|---|
| Trustpilot summary | Support called friendly; some unhappy with long delivery times12 |
| Trustpilot (soufeel.com.au) | 2.5 out of 5 from 81 reviews for the Australian site13 |
| BBB | Soufeel Jewelry Limited (New York), not accredited; complaints page exists14 |
| Reddit: 'Soufeel – great concept, complete failure on delivery' (r/Scams) | Spotify-code products that didn't work15 |
Official social profiles
Linked from Soufeel’s own website, so these are the brand’s real accounts.
Alternatives to Soufeel
- Jewlr — Personalized jewelry with 99-day returns, engraved items included
- Silviax — Similar personalized name jewelry from Hong Kong
Soufeel FAQ
Is Soufeel legit?
It’s a real, long-running seller run by a named Hong Kong company5 with a 4-star Trustpilot rating from about 12,700 reviews10. Its terms are the risk: personalized items can’t be returned3, cancelling costs 30%3 and there’s no jewelry warranty3,4.
Where does Soufeel ship from?
The site doesn’t say where orders ship from; the company is in Hong Kong5. US delivery takes six to nine business days after two to five days of production6.
How long does Soufeel take to deliver?
Two to five business days to make the piece, then six to nine business days to the continental US6. Some Trustpilot reviewers say deliveries take much longer12.
Does Soufeel jewelry tarnish?
Silver pieces can darken; Soufeel treats that as normal oxidation, not a defect3. Many pieces are gold-plated2, and there’s no jewelry warranty3,4.
Does Soufeel ship to Canada?
Yes — the shipping page lists the US, Canada and more than 35 other countries6.
How we score stores
The Trust Score adds up 100 points across six areas: identity & transparency (20), purchase protection (25), warranty & aftercare (15), product transparency (15), payment safety (10), reputation (15). Every point is tied to a fact we can link to, and the rules are the same for every store. Read the full methodology.
90+ Excellent · 75–89 Trustworthy · 60–74 Mostly reliable · below 60 Proceed with caution. Ratings from other platforms are summarized in our own words with a link; we don’t copy reviews.
Update history
- Oct 29, 2026 — First published, before our editor’s review. Every fact checked against Soufeel's pages as they read that day.
Researched and written by the Trusted Jewelries team. Every fact is checked against its source by our software. Our editor, Valentina Di Roberto, hasn’t reviewed this Trust Check yet; once that’s done, the editor’s name and the review date will appear here. Stores can’t pay for a review or a score. Found a mistake or a policy that has changed? Tell us and we’ll correct it.
Sources
All pages were read on Oct 29, 2026. Store policies change — check the store’s current terms before you buy.
- Soufeel — home page
- Soufeel product pages, sample of 25 (prices from their Product markup) and sitemap
- Soufeel — Refund Policy
- Soufeel — faq
- Soufeel — about-us
- Soufeel — Shipping Policy
- Domain registration record (RDAP)
- Soufeel — Terms of Service
- Soufeel — Payment Terms
- fr.trustpilot.com: Lisez les avis marchands de www.soufeel.com — Google result snippet, Oct 29, 2026
- bbb.org: Soufeel Jewelry Limited | BBB Business Profile — Google result snippet, Oct 29, 2026
- trustpilot.com: Read Customer Service Reviews of www.soufeel.com — Google result snippet, Oct 29, 2026
- au.trustpilot.com: Soufeel Jewelry Reviews — Google result snippet, Oct 29, 2026
- bbb.org: Soufeel Jewelry Limited | BBB Reviews | Better Business … — Google result snippet, Oct 29, 2026
- reddit.com: Soufeel – great concept, complete failure on delivery. I feel … — Google result snippet, Oct 29, 2026