In 2010, Allurez was founded by Raphi to make the jewellery shopping experience special once again. Upon researching the industry, he discovered that most jewellery sold in shops was made overseas with inferior quality to jewellery made in the USA, and was sold at extremely high prices.

Allurez revolutionised the jewellery shopping experience with exceptional quality at affordable prices. Since then Allurez has grown to a household name and is now one of the fastest growing jewellery brands in the US.

Every piece sold under the Allurez brand is individually crafted. Each component of every accessory is hand selected by a master jeweller and must also undergo a quality assurance check to ensure that it meets the brand’s rigorous standards.


Customized for you and filled with true and sentimental value, let’s find out more about this revolutionary brand.

How did the revolutionary Allurez brand begin?
Allurez was founded to make the jewellery shopping experience special again, so that the jewellery customer could go directly to the source. The best designers and jewelers in the industry were brought in so that we could offer exceptional quality fine jewellery at affordable prices.

Why “Allurez”?
The company name was derived from the word Allure. The Z was added to be a metaphor for the beginning of the alphabet to the end, jewellery is meant to be eternal and last a lifetime. It symbolised the love from the start and is to remind you each and every day.

How is your jewellery made?
Our jewellery is individually crafted when an order is placed. Each component is hand selected by our master jewelers, and each piece must pass a Quality Assurance check to ensure that every piece of jewellery meets our rigorous standards.

The 14kt White Gold Oval Tanzanite & Halo Diamond Engagement Ring - £1883


How do you want someone to feel when they wear your jewellery?
Everyone who wears our jewellery should feel beautiful and special. The unique nature of our custom crafted pieces should highlight each person's individuality and sparkle.


Do you have any exciting future plans and where do you see your brand in 5 years?
Five years from now, we see our brand at the forefront of the jewellery industry, leading the way in ecommerce.


What drew you to JewelStreet?
We were drawn to JewelStreet because it is the perfect place to showcase our line for a new audience. JewelStreet is know for their standards of excellence and attention to detail. It’s the perfect place for a growing jeweler to thrive.