When we founded Rootell, our initial intention was to enable people to affordably purchase jewelry on a regular basis – it was our dream and mission(Our story). My wife Kelly and I devoted a significant amount of time and effort to visit over 30 jewelry manufacturers, gaining deep insights into the pricing of different designs and materials, which often turned out to be much lower than market prices. This led us to question why consumers were being charged such hefty markups when purchasing jewelry.

Our research into over 20 jewelry websites was eye-opening: whether it was pure gold or gold-plated jewelry, their prices almost always exceeded the original production costs by more than 10 times. This disparity struck us as unfair and only fueled our determination to bring about change. We firmly believed that everyone should have the right to own beautiful jewelry without hesitation due to exorbitant prices.

In pursuit of our mission, we chose an unconventional path. By establishing our warehouse in China and shipping directly from there, we could ensure that our jewelry reached customers at the lowest possible prices. Understanding customer concerns, we also set up a warehouse in the United States specifically to handle returns, providing customers with peace of mind when shopping.

But our efforts didn’t stop there. We partnered with top manufacturers, conducting rigorous inspections after every batch of jewelry production and carefully reviewing each item before shipping to ensure that every piece of jewelry delivered was flawless and worthy of customer trust and admiration.

Currently, we are in the process of planning to establish shipping warehouses in the United States to better serve American customers. We believe that through our efforts and commitment, Rootell will become a jewelry brand renowned for its integrity and quality, allowing more people to own beautiful and affordable accessories that radiate confidence and charm.