About us
Jewellery you can verify
TheJewelryChoice was built on one frustration: buying gold in India means trusting a number nobody explains. We decided to show our working.
Walk into most jewellery stores and you'll be quoted a single price. Ask how it breaks down and the answer gets vague — a bit of gold rate, a bit of making charge, something for wastage. You leave not knowing whether you paid fairly.
We think that's backwards. Gold has a public daily rate. Weight is measurable. Making charges are a business decision, not a secret. So on every product we sell, you see all four numbers before you add anything to your bag — metal value, making charge, stone charges and GST — and they add up to exactly what you pay.
The pieces themselves are designed in-house and made by karigars we've worked with for years. Traditional temple work and polki-set bridal alongside light 18KT designs for everyday. Nothing we sell is something we wouldn't wear.
What we stand for
Four commitments
Transparent pricing
Every product page shows the metal rate, weight, making charge and GST. No opaque single number.
Certified purity
All gold is BIS-hallmarked. Every diamond above 0.20ct ships with an IGI or GIA certificate.
Made to be worn
We design for real wear — secure clasps, comfortable weights, finishes that survive daily life.
Easy returns
Seven days to change your mind, no questions asked and no restocking fee. Return shipping is on us.
Certification
What the stamps on your piece mean
Indian law requires hallmarking on gold jewellery. Here's what you should be able to find on anything you buy from us — and what each mark actually guarantees.
Ask us anything- BIS mark
- Confirms the piece was assayed at a BIS-licensed centre.
- Purity grade
- 22K916, 18K750 or 14K585 — the fineness of the gold.
- HUID
- A six-digit unique ID traceable in the BIS registry.
- Jeweller's mark
- Identifies us as the registered seller.
- Diamond certificate
- IGI or GIA report for stones above 0.20ct.