Is Effy legit? Our verdict
A New York jeweler founded in 1979, selling 14K and 18K gold, sterling silver and natural or lab-grown diamond jewelry — with free US shipping, a signature on every package, free returns within 30 days and lifetime warranty cover once you register the piece, but lost stones not covered, no stated parcel insurance and weak ratings.
Visit EffyThe bottom line. Effy Jewelry is a New York jeweler founded in 1979 by Effy Hematian1,5, run by Effy Worldwide Corp from headquarters at 390 Madison Avenue6, where it says every piece is designed and crafted1; it also has a flagship boutique on Fifth Avenue, stores in Alaska and the Caribbean, and boutiques on cruise ships7,8. Online orders ship free in the US with a signature on every package1, can be returned for a refund within 30 days of shipment with a free return label1,9, and are paid by card, PayPal, Zip or Affirm on a Shopify checkout1,10,11; its gold is 14K or 18K, its silver 925, and lab-grown diamonds are labeled as such1,4. Its warranty page gives 2 years, upgraded to lifetime cover when you register the purchase in your Effy account, while the rest of the site simply promises a ‘Limited Lifetime Warranty’2,10. It loses points because the warranty excludes wear and lost stones2; parcels aren’t said to be insured and no lost-parcel process is described1,6,9,10,11,12; the lab behind its diamond grading reports isn’t named1,2,3,4; there’s no live chat1,7,9,10; and its ratings are weak — 3.9 on Trustpilot, 3.6 for the Fifth Avenue flagship on Google, with repeated complaints about repairs and stones falling out13,14,15,16.
What we like
- Free US shipping with a signature on every package, sent from its New York headquarters1
- 30 days from shipment for a refund, 45 for an exchange, with a free prepaid return label1,9
- A named company, Effy Worldwide Corp, with a Madison Avenue headquarters and a Fifth Avenue flagship6,7
- Limited lifetime warranty once you register the purchase in your Effy account2
- Gold karat and 925 silver stated, carat weights and often color and clarity on product pages, lab-grown diamonds labeled1,4,17
- Cards, PayPal, Zip and Affirm on a Shopify checkout1,10,11
- Founded in 1979 by Effy Hematian; domain registered in 20075,18
Watch out for
- Lifetime warranty cover needs you to register the purchase in your Effy account; otherwise its warranty page gives 2 years2
- The warranty excludes normal wear and tear and any loss, including lost center stones2
- Parcels aren’t said to be insured, and no lost-parcel process is described1,6,9,10,11,12
- Grading reports come with loose and lab-grown center diamonds, but the lab isn’t named1,2,3,4
- Custom pieces and Ring Builder rings are final sale; watches get only 14 days1
- Weak ratings: 3.9 on Trustpilot and 3.6 for its flagship on Google, with repeated complaints about repairs13,14,15
- Phone and email only, no live chat1,7,9,10
- ‘Estimated Retail’ prices that, Effy says, may not reflect actual sales19
On this page
At a glanceTrust Score breakdownWho is behind Effy JewelryHow to reach EffyReturns & exchangesShipping & deliveryWarranty & aftercareWhat Effy sells & what it costsPayment & financingWhat customers sayEffy FAQUpdate historySourcesOther stores we’ve checked
Effy policies at a glance
| Return window | 30 days from shipment for a refund; days 31–45 exchange or merchandise credit only; watches 14 days1,9 |
|---|---|
| Return shipping | Free: one prepaid label per US order; any further items returned from the same order at your cost1 |
| Can't be returned | Custom-made pieces including Ring Builder rings; most special orders; free and gift-with-purchase items1 |
| Refund | To the original payment, less original shipping charges; typically 2–3 business days after the package arrives1,9 |
| Warranty | 2 years on its warranty page (lifetime after registering; 'Limited Lifetime' elsewhere); manufacturing defects only; wear and lost stones excluded1,2 |
| Resizing | Available; price not stated; 3–4 weeks outside the standard range1,2,9 |
| Shipping | Free in the US; signature on every package; insurance not stated1,6,9,10,11,12 |
| Financing | Zip and Affirm1 |
| Payment | Major cards, PayPal (Shopify checkout)10,11 |
| Company named on the site | Yes: Effy Worldwide Corp, New York6 |
How Effy scores
| Identity & transparency | 18 / 20 Madison Avenue headquarters and Fifth Avenue flagship; Phone and email; no live chat; Domain registered in 2007; Effy Worldwide Corp named on the site; Founder Effy Hematian named on the site |
| Purchase protection | 17 / 25 30 days from shipment for a refund; Free prepaid return label; No restocking fee; only original shipping kept; Same 30 days everywhere; 14 days for watches and small wording differences; Custom-made and Ring Builder pieces final sale; Free with a signature, but not said to be insured; No lost-parcel process |
| Warranty & aftercare | 6 / 15 Lifetime cover once the purchase is registered online (2 years without registering); No free cleaning, re-plating or inspections described; Resizing offered, but not said to be free; Lost stones, including center stones, excluded |
| Product transparency | 7 / 15 Third-party reports for loose and lab-grown center diamonds; lab not named; Karat and 925 silver given; gold alloy and plating thickness not; Lab-grown diamonds labeled; no simulants found; Its own replacement-value appraisal on request; 'Responsibly sourced' claim, but no sourcing policy |
| Payment safety | 10 / 10 Cards and PayPal; Zip and Affirm; Shopify |
| Reputation | 2 / 15 3.9 from about 6,088 reviews: under 4.0; Fifth Avenue flagship 3.6 from 256 reviews; Accredited, 89 complaints in 3 years; grade and replies to be checked; Recurring complaints about repairs and stones falling out |
We are still checking Effy Jewelry's BBB grade and how it answers complaints; the score will be updated when that's done.
The same rules apply to every store. How the Trust Score works
Who is behind Effy Jewelry
effyjewelry.com is operated by Effy Worldwide Corp (‘Effy Jewelry’)6, which gives its headquarters as 390 Madison Avenue, 21st Floor, in New York6. Its founder and designer is Mr. Effy Hematian1; its Instagram profile dates the brand’s founding to 19795. Trade press quotes Bobby Hematian as Effy Jewelry’s president20, and a real-estate report names Fatollah Hematian as its owner21. Effy says every piece is designed and crafted at its New York City headquarters1. The effyjewelry.com domain dates from August 200718.
Besides the website, Effy has its flagship Effy Hematian boutique at 590 Fifth Avenue7, stores in Alaska, New York, Mexico and Caribbean destinations such as the Bahamas and St. Thomas, and boutiques on cruise ships (‘Effy at Sea’)8. Its pieces are also sold through authorized dealers, typically department stores and jewelry retailers10, such as Rogers & Hollands and Zales Outlet22. The site warns that fake websites sell ‘Effy’ jewelry at very low prices10, and says it sells online only at effyjewelry.com or through authorized dealers10.
All details we checked
| Who runs the site | Effy Worldwide Corp ('Effy Jewelry')6 |
|---|---|
| Headquarters | 390 Madison Avenue, 21st Floor, New York, NY 100176 |
| Founder | Mr. Effy Hematian, founder and designer1 |
| Founded | 1979, by Effy Hematian (its Instagram profile)5 |
| President (trade press) | Bobby Hematian20 |
| Owner (real-estate press) | Fatollah Hematian named as the owner of Effy Jewelry21 |
| Where it's made | Designed and crafted at its New York City headquarters1 |
| Domain registered | August 28, 200718 |
| Flagship | Effy Hematian flagship boutique, 590 5th Ave, New York7 |
| Other stores | Stores in Alaska, the Caribbean, Mexico and New York, and boutiques on cruise ships8 |
| Where it sells | Online only at effyjewelry.com, or through authorized dealers10 |
| Retailers that carry it | Rogers & Hollands, Zales Outlet and others22 |
| Fake sites | Warns of fake sites selling 'Effy' at very low prices10 |
How to reach Effy
Customer care answers by phone at 877.275.3339 during regular business hours, and by email at [email protected] or through a contact form1; we found no live chat1,7,9,10. The Fifth Avenue flagship has its own phone, 1-929-542-3339, and email7. To change or cancel an order, contact Effy within 24 hours of placing it — and even then it may not be possible1.
All details we checked
| Phone | 877-275-33391 |
|---|---|
| Phone and email | 877.275.3339 (877-ASK-EFFY) and [email protected], plus a contact form1 |
| Live chat | None found1,7,9,10 |
| Flagship store | 1-929-542-3339, [email protected]7 |
| Cancelling or changing an order | Within 24 hours, not guaranteed1 |
Returns & exchanges
Online orders can be returned for a refund, exchange or merchandise credit within 30 days from the date of shipment; between 31 and 45 days, only an exchange or merchandise credit is given9, and an exchange doesn’t restart the 30-day refund window1. Pieces must be unworn, unaltered and free from scratches and blemishes9. Returns of US online orders come with one free prepaid label; any further items returned from the same order go back at your cost1. Refunds go to the original payment, less any original shipping charges9, typically within 2–3 business days of the package arriving1. Online orders can’t be returned in a store1.
Custom-made pieces, including rings designed with its Ring Builder, are final sale, as are most special orders, and free or gift-with-purchase items aren’t covered1,9. Effy watches get 14 days1. Pieces bought at an Effy store or on a cruise ship follow the terms printed on the back of the receipt, and pieces from other retailers go back to that retailer9. Effy has no buy-back program, but offers a lifetime upgrade on most items when the new piece costs more than twice the original1,9.
The site banner offers returns and exchanges ‘within 30 days’, while the policy allows exchanges for 451,10, and the refund policy sends you to a return authorization link while the FAQ says to email1,9. The refund window is the same 30 days on every page1,9, so with the shorter window for watches we count these as minor wording differences.
Check Effy’s current return policy on effyjewelry.com ↗
All details we checked
| Return window | 30 days from shipment for a refund; days 31–45 exchange or merchandise credit only9 |
|---|---|
| Return window (FAQ) | The same 30 days and 45 days1 |
| Exchanges | 45 days from shipment; an exchange doesn't extend the 30-day refund window1 |
| Condition | Unworn, unaltered, free from scratches and blemishes9 |
| Return shipping | Free: one prepaid label per eligible US order; extra items returned from the same order at your cost1 |
| Site banner | 'Complimentary standard shipping and returns & exchanges within 30 days'10 |
| Refund | To the original payment, less original shipping charges if any9 |
| Refund timing | Typically 2–3 business days after the package arrives, plus 2–10 for the card company1 |
| Returns in store | Online orders can't be returned in a store1 |
| Final sale (FAQ) | Custom-made pieces, including Ring Builder rings, final sale; free and gift-with-purchase items excluded1 |
| Custom orders (refund policy) | 'Generally considered Final Sale'9 |
| Special orders | Usually final sale; 12–16 weeks1 |
| Watches | 14 days from purchase or delivery1 |
| Store and cruise-ship purchases | Return terms printed on the back of the receipt; resellers handle their own9 |
| Returning a store purchase | Per the receipt's terms, requested by email1 |
| How to return (refund policy) | Request a Return Merchandise Authorization through a link9 |
| How to return (FAQ) | By email to customer care1 |
| Buy-back | None1 |
| Upgrade policy | Lifetime upgrade on most items, if the new piece costs more than twice the original9 |
Shipping & delivery
Shipping is free on all US orders, with expedited options at a flat fee1, and every package needs a direct signature1. Online orders ship from Effy’s New York City headquarters1; in-stock pieces typically ship in 2–4 business days23, by FedEx for orders over $751, in unbranded packaging1. Effy also delivers to most international destinations1.
The FAQ mentions insurance only to explain why packages can’t be rerouted once they ship1; it doesn’t say parcels are insured1,6,9,10,11,12, and we found no process for a lost parcel1,6,9,11,12 — only advice to refuse a package that looks tampered with and contact Effy1.
Check Effy’s current shipping options on effyjewelry.com ↗
All details we checked
| Shipping cost | Free on all US orders; expedited options at a flat fee1 |
|---|---|
| Signature | Required on all packages1 |
| Ships from | Its New York City headquarters1 |
| Dispatch (product pages) | In-stock pieces typically ship in 2–4 business days23 |
| Carrier | FedEx over $75 (no PO boxes); USPS below1 |
| Packaging | Unbranded outer packaging1 |
| International | Most destinations; buyer pays duties and taxes1 |
| Insurance | Mentioned only as the reason packages can't be rerouted1 |
| Insured shipping | Not stated that parcels are insured1,6,9,10,11,12 |
| Lost parcels | No process described1,6,9,11,12 |
| Tampered packages | Refuse delivery and contact Effy1 |
Warranty & aftercare
Effy repairs or replaces items it deems damaged by a manufacturing defect, and asks for the original receipt2. The warranty page excludes normal wear and tear, abuse, theft and any loss, including lost center stones, as well as free gifts2; the FAQ words the wear exclusion as ‘excessive’ wear and tear1. Repair, sizing or service by anyone other than Effy voids the warranty2. Watches have a separate warranty for manufacturing defects only1.
In New York, the Fifth Avenue flagship does repairs with an onsite jeweler and offers same-day cleaning; other repairs go through customer care1,7. We found no free cleaning, re-plating or inspections described1,2,7,9, although Effy notes that white gold may need re-plating every few years1. Ring resizing is available and takes about 3–4 weeks outside the standard range, but its price isn’t stated1,2,9.
Effy’s site banner, FAQ and product pages promise a ‘Limited Lifetime Warranty’1,4,10. Its warranty page says something narrower: a 2-year limited warranty, with an option to upgrade to lifetime cover by registering the purchase in your Effy account2 — while the FAQ says registration is only for your account records1. Registering is an online form in your Effy account2, open to every buyer, so we score the lifetime cover, as we do for other stores whose lifetime warranty starts when you register. If you buy, register the piece in your Effy account as soon as it arrives, and keep the receipt.
Check Effy’s current warranty terms on effyjewelry.com ↗
All details we checked
| Warranty (warranty page) | 2-year limited warranty, with an option to upgrade to a limited lifetime warranty by registering2 |
|---|---|
| Registration (warranty page) | Online, in the Warranty Registration tab of your Effy account2 |
| Site banner | 'We offer our customers a Limited Lifetime Warranty on our products'10 |
| Warranty (FAQ) | A 'Limited Lifetime Warranty'; registration 'for your online account records only'1 |
| Warranty (product pages) | 'Limited Lifetime Warranty'4 |
| What it covers | Repair or replacement of items it deems damaged by a manufacturing defect; original receipt required2 |
| Not covered (warranty page) | Normal wear and tear, abuse, theft, any loss including lost center stones, free gifts2 |
| Not covered (FAQ) | Excessive wear and tear, physical or accidental damage, loss including stone loss, theft1 |
| Voiding the warranty | Repair, sizing or service by anyone else voids it2 |
| Watches | A separate Limited Watch Warranty for manufacturing defects only1 |
| Repairs in person | At the Fifth Avenue flagship; otherwise through customer care1 |
| Cleaning | Same-day cleaning at the Fifth Avenue store (price not stated)7 |
| Free maintenance | No free cleaning, polishing, re-plating or inspections described1,2,7,9 |
| White gold and silver care | White gold may need re-plating every few years; silver can tarnish1 |
| Resizing | Available; 3–4 weeks outside the standard range; price not stated1 |
| Resizing price | Not said to be free1,2,9 |
| Stock sizes | Women's rings stocked in size 7, men's in size 101 |
What Effy sells & what it costs
Effy sells rings, necklaces and pendants, earrings, bracelets, engagement rings and watches24; among the pages we checked, prices ran from $175 for a lapis lazuli bracelet to $57,785 for a platinum alexandrite and diamond ring19,25. Its gold is 14K or 18K, in its own formulations for yellow and rose gold, without the alloy stated1; its silver is 925 sterling, and pieces are stamped1. White gold is rhodium plated1, and some silver pieces are rose plated, with no plating thickness given1,26.
Product pages list carat weights and, for many diamonds, color and clarity, such as ‘Accent Stone | Round | 0.03 ct | H-I Color | I1 Clarity’17. Lab-grown diamonds are labeled ‘Lab Grown Diamond’4 and sold alongside natural ones1. Effy says not every stone is certified: loose diamonds in its Ring Builder come with a third-party grading report, and lab-grown engagement center stones with reports from ‘internationally recognized diamond laboratories’1,3 — but we found no lab named1,2,3,4, except in the name of a ring sold as ‘GIA Certified Alexandrite’25. Black diamonds are listed without any mention of treatment17,19,23,27,28,29. On request, Effy provides its own replacement-value appraisal1. It says its diamonds and gemstones are ‘responsibly and ethically sourced’1, but names no standard such as the Kimberley Process1,3,6,9,10.
Next to its own price, a product page shows an ‘Estimated Retail’ price — $250 against $175 for the lapis bracelet — and Effy’s fair-pricing note says an item may not have been sold at those regular prices19. Some product pages add an extra 25% off, applied automatically at checkout4.
All details we checked
| What it sells | Rings, necklaces and pendants, earrings, bracelets, engagement rings and watches24 |
|---|---|
| 'Fair Pricing' | An 'Estimated Retail' price next to Effy's; savings 'may not be based on actual sales'19 |
| Most expensive piece we checked | $57,785 for a platinum alexandrite and diamond ring25 |
| Automatic discounts | 'Extra 25% off this item, auto applied at checkout'4 |
| Gold | 14K or 18K gold, its own formulations for yellow and rose gold (alloy not given)1 |
| Silver | 925 sterling silver1 |
| Stamps | 925, 14K/18K, PLAT/PT1 |
| White gold | Rhodium plated1 |
| Plated silver | 'Rose Plated Sterling Silver', no plating thickness26 |
| Plating thickness | Not stated1,26 |
| Accent diamonds | Carat weight, color and clarity given17 |
| Lab-grown diamonds | Labeled 'Lab Grown Diamond', with weight, color and clarity4 |
| Natural and lab-grown | Lab-grown diamond pieces sold alongside natural ones1 |
| Grading reports (FAQ) | Not every stone certified; loose Ring Builder diamonds come with a 'third-party grading report' (lab not named)1 |
| Grading reports (lab-grown page) | Reports from 'internationally recognized diamond laboratories' with lab-grown engagement center stones3 |
| Grading lab | Not named1,2,3,4 |
| GIA (colored stone) | A ring sold as 'GIA Certified Alexandrite'25 |
| Black diamonds | Listed as 'BLACK DIAMOND' with carat weight; treatment not stated23 |
| Stone treatments | Not mentioned on the product pages we checked17,19,23,27,28,29 |
| Appraisal | A replacement-value appraisal on request, from Effy1 |
| Sourcing (FAQ) | 'Responsibly and ethically sourced', from 'known and trusted sources'1 |
| Sourcing policy | No Kimberley Process or other named standard1,3,6,9,10 |
Payment & financing
Effy prices in US dollars1 and runs on Shopify11. The checkout takes Visa, Mastercard, American Express, Discover and JCB, and PayPal10; installments are through Zip and Affirm1.
All details we checked
| Currency | US dollars1 |
|---|---|
| Checkout platform | Shopify11 |
| Cards (page code) | Visa, Mastercard, Amex, Discover, JCB10 |
| PayPal (page code) | PayPal checkout enabled10 |
| Installments | Zip and Affirm1 |
What customers say
Effy names its Fifth Avenue boutique as its flagship7, so it’s scored on that store’s Google rating: 3.6 from 256 reviews14. On Trustpilot, Effy Jewelry has about 6,088 reviews and a TrustScore of 3.913 — just under the 4.0 our rules require; Trustpilot’s review summary says customers praise the designs and helpful sales staff13. On the BBB, Effy Jewelry is accredited, with 89 complaints in the last 3 years and 24 in the last 12 months30,31; we’re still checking its grade and replies by hand.
The complaints we found repeat the same themes: a Yelp reviewer writes that stones fall out and it’s very hard to get anything fixed16, a Cruise Critic thread says most people reported difficulty getting repairs15, a Tripadvisor reviewer says a diamond falls out every time they wear the ring32, and another says customer service quoted a different processing time at every follow-up33. Several complaints concern pieces bought in Effy’s cruise-ship boutiques — ‘DO NOT BUY EFFY Jewelry on the cruise ship!’34 — which follow their own return terms9. On Reddit, one commenter calls ‘the 70-90% markup’ a joke35.
All details we checked
| Google (Fifth Avenue flagship) | 3.6 from 256 reviews14 |
|---|---|
| Trustpilot | 3.9 from about 6,088 reviews13 |
| Trustpilot summary | Praise for designs and helpful sales staff13 |
| BBB | BBB Accredited30 |
| BBB complaints | 89 in the last 3 years, 24 in the last 12 months31 |
| Yelp (New York) | 125 reviews; 'Stones fall out and it is very hard to get anything fixed'16 |
| Cruise Critic forum | 'Most people reported difficulty in getting repairs'15 |
| Tripadvisor review | A diamond falls out every time the ring is worn32 |
| Tripadvisor review | Repair processing times quoted differently each time33 |
| Cruise Critic forum | 'DO NOT BUY EFFY Jewelry on the cruise ship!' — no return policy34 |
| Reddit, r/jewelry | 'The joke is the 70-90% markup'35 |
Official social profiles
Linked from Effy’s own website, so these are the brand’s real accounts.
Alternatives to Effy
- Shane Co. — A US jeweler with free 60-day returns and a lifetime warranty
- Ritani — Certified diamonds and engagement rings with free, insured, signed-for shipping
- Grown Brilliance — Lab-grown diamonds with free UPS return labels and IGI or GIA reports for center stones
Effy FAQ
Is Effy Jewelry legit?
Yes, it’s a real New York jeweler: Effy Worldwide Corp runs the site from its Madison Avenue headquarters6, the brand was founded in 19795, and it has a flagship on Fifth Avenue7. Its online terms are decent — free shipping with a signature and a free return label within 30 days1,9 — but its ratings are weak: 3.9 on Trustpilot and 3.6 for the flagship on Google13,14. Buy only at effyjewelry.com or an authorized dealer: Effy warns of fake sites10.
Is Effy jewelry real gold, with real diamonds?
Effy uses 14K or 18K gold, 925 sterling silver and platinum, and stamps its pieces1. It sells natural diamonds and lab-grown diamonds, which are labeled ‘Lab Grown Diamond’ on product pages1,4. Some silver pieces are plated, and white gold is rhodium plated1,26.
Does Effy jewelry have a lifetime warranty?
Most of the site says yes, a ‘Limited Lifetime Warranty’1,10, but its warranty page gives 2 years, with an upgrade to lifetime cover when you register the purchase in your Effy account2. It covers manufacturing defects only — not wear and tear, theft or lost stones — and work by another jeweler voids it2.
What is Effy's return policy?
For online orders, a refund within 30 days of shipment, or an exchange or credit up to 45 days, for unworn, unaltered pieces9. One return label is free1, and original shipping isn’t refunded9. Custom pieces and Ring Builder rings are final sale, and watches get 14 days1. To start a return, email [email protected]1.
Can I return Effy jewelry bought on a cruise ship?
Purchases at an Effy boutique at a port or on a ship follow the return terms on the back of your Effy receipt, not the online policy9; if the piece is eligible, you request the return by email to [email protected]1.
Who owns Effy Jewelry?
The site is operated by Effy Worldwide Corp6. Its founder and designer is Effy Hematian1; trade press names Bobby Hematian as president20, and a real-estate report names Fatollah Hematian as the owner21.
Where is Effy jewelry made?
Effy says every piece is designed and crafted at its headquarters in New York City1, which its terms place at 390 Madison Avenue6; online orders ship from there too1.
Why is Effy jewelry so expensive?
We don’t judge value, but note how prices are shown: a product page puts an ‘Estimated Retail’ price next to Effy’s own, and Effy says items may not have been sold at those regular prices19; some pages add an automatic extra 25% off4. On Reddit, one commenter calls ‘the 70-90% markup’ a joke35. Effy has no buy-back program1.
Can you resize Effy rings?
Yes: Effy resizes rings, and sizing outside the standard range takes about 3–4 weeks; the price isn’t stated1,2,9. Have it done only by Effy — sizing by anyone else voids the warranty2.
Can you sell or trade in Effy jewelry?
Effy has no buy-back program1. Its lifetime upgrade policy applies to most items when the new purchase costs more than twice the original, and the original piece must be in new condition with its receipt9.
How do I contact Effy customer service?
By phone at 877.275.3339 during regular business hours, or by email at [email protected]1. We found no live chat1,7,9,10.
Where can you buy Effy jewelry?
Online only at effyjewelry.com, or at authorized dealers such as department stores and jewelry retailers10; Rogers & Hollands and Zales Outlet carry it22. Effy’s own stores include the Fifth Avenue flagship in New York, stores in Alaska, Mexico and the Caribbean, and boutiques on cruise ships7,8.
Does Effy jewelry tarnish?
Effy says silver jewelry can tarnish over time, and that white gold may need re-plating with rhodium every few years1.
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
- Nov 3, 2026 — First published, before our editor’s review. Every fact checked against effyjewelry.com and the other sources listed below 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 Nov 3, 2026. Store policies change — check the store’s current terms before you buy.
- Effy — effyjewelry.com
- Effy — Lifetime Warranty
- Effy — Lab Grown Diamond Education
- Effy — product page: Lab Grown Diamond Three-Row Graduated Bangle in 14K White Gold
- instagram.com: Effy Jewelry (@effyjewelry) · New York, NY — Google result snippet, Nov 3, 2026
- Effy — Terms of Service
- Effy — Fifth Avenue Store
- Effy — Effy Store Locations
- Effy — Refund policy
- Effy — home page
- Effy — Terms of service
- Effy — Shipping policy
- uk.trustpilot.com: Effy Jewelry Reviews | Read Customer Service … — Google result snippet, Nov 3, 2026
- Google search: effy hematian fifth avenue
- boards.cruisecritic.com: EFFY Jewelry – quality and repairs – Princess Cruises — Google result snippet, Nov 3, 2026
- yelp.com: EFFY JEWELRY – Updated October 2026 – 125 Reviews — Google result snippet, Nov 3, 2026
- Effy — product page: 14K White Gold Blue Sapphire and Diamond Pavé Anchor Ring
- Domain registration record (RDAP)
- Effy — product page: Men's Lapis Lazuli Beaded Bracelet
- dfnionline.com: Effy Jewelry and Princess Cruises announce Effy Hematian … — Google result snippet, Nov 3, 2026
- nyc.marketproof.com: 590 5th Avenue – Effy Jewelry Owner Signs $75M Refi With … — Google result snippet, Nov 3, 2026
- zalesoutlet.com: Shop Effy Jewelry — Google result snippet, Nov 3, 2026
- Effy — product page: Signature 14K Yellow Gold Black and White Diamond Pavé Bypass Panther
- Effy's product feed (products.json on effyjewelry.com, first 2,000 products)
- Effy — product page: Platinum GIA Certified Alexandrite and Diamond Starburst Halo Ring
- Effy — product page: Rose Plated Sterling Silver Diamond Hearts Tennis Bracelet
- Effy — product page: Sterling Silver Blue Sapphire Pavé Starfish Ring
- Effy — product page: 14K Yellow Gold Blue Sapphire and Diamond Pave Double-Row Earrings
- Effy — product page: 14K Yellow Gold Onyx and Diamond Circular Drop Earrings
- bbb.org: Effy Jewelry | BBB Reviews | Better Business … — Google result snippet, Nov 3, 2026
- bbb.org: Effy Jewelry | BBB Complaints | Better Business … — Google result snippet, Nov 3, 2026
- en.tripadvisor.com.hk: Read the reviews before you buy – Review of Effy Jewelry … — Google result snippet, Nov 3, 2026
- tripadvisor.com: Horrible experience buying from EFFY – Never again. — Google result snippet, Nov 3, 2026
- boards.cruisecritic.com: DO NOT BUY EFFY Jewelry on the cruise ship! NO … — Google result snippet, Nov 3, 2026
- reddit.com: Effy jewelry — Google result snippet, Nov 3, 2026