About Effy Jewelry

Boasting hundreds of jewelry pieces that are inspired by trends around the globe, Effy Jewelry claims to offer fine and fashion jewelry designs that promise to satisfy your wanderlust with a little sparkle.

Effy Jewelry began as a small jewelry operation in Aruba. Founded by Fatollah “Effy” Hermatian, an electrical engineer who emigrated from Iran in 1978 to become a jewelry designer, the Effy brand has grown is now operates under the name BH Multi.

Effy Jewelry can be found online at www.effyjewelry.com, at Macy’s, as well as 4000 other retail locations worldwide.

From classic three-stone rings, to Effy Jewelry’s signature leopard design featured on brooches, rings, necklaces and bracelets, the brand has garnered a lot of attention for offering a wide variety of styles that are frequently sold at slashed prices.

Effy Promises To Be a Girl’s Best Friend

When asked to pitch his company in a brief statement, Effy Hematian stated that Effy Jewelry was built on a foundation of superior design, craftsmanship, and quality.

Claiming to be trendsetters in the fashion jewelry market due to their hundreds of exclusive new designs every year, Effy Hemetian claims that customers love Effy Jewelry because the brand is trusted to deliver better value and quality.

In an interview, Effy Hemetial also stated that he will never compromise the quality of his products to bring down prices.

How To Shop at Effy Jewelry

Like any other online retailer, shoppers can go to their website and browse current inventory based on the type of jewelry you are interested in. Effy Jewelry offers men’s and women’s lines, a small collection of unisex religious and spiritual jewelry, as well as a bridal collection.

The pricing at Effy Jewelry is as diverse as their inventory. In their earring category alone green amethyst or citrine cushion cut studs are available for $95, while a pair of three-tiered emerald drops sell for $15,250.

When ordering from Effy Jewelry online, all purchases over $200 receive free, insured and trackable shipping.

Effy Jewelry says that any customers who are dissatisfied with their purchase are welcome to return or exchange their item as long as it is returned within 30 days from the date of shipment, and the jewelry is free from scratches, blemishes, sizing, or alterations. Any items that are considered Special Orders, such as those with engraving or specialty sizing, can still be returned, but unfortunately a 20% restocking fee will be applied.

In order to request a refund, you’ll need to contact customer service for a Return Authorization Number at 877-ASK-EFFY (275-3339).

Allegations Against Effy Jewelry

Effy Jewelry came under attack when a gemologist contracted by Macy’s (one of Effy Jewelry’s partner retailers) noticed that the stones being sold under the Effy Jewelry brand were sub-par (the article is available here).

The initial focus was on Effy Jewelry’s rubies. Rubies are the second hardest stone, only slightly less so than diamonds, and have become increasingly rare since Burmese mines were shut down in the early 2000s. Gem dealers found an alternative source of rubies in Africa, but the stones were of lesser quality than Burmese rubies, filled with fissures.

Effy Jewelry is accused of adding leaded glass to the poor quality stones, then treating them with heat to enhance their color and presentation. The Jeweler’s Association states that these rubies are not “real” as they fall short of the durability offered by a genuine stone.

Even more disturbing, when these artificially enhanced stones, called “treated rubies” “enhanced rubies,” “composite rubies,” or “hybrid gemstones,” are heated, the filling may leak out, causing the composited shards of inferior ruby to shatter.

To the naked eye of an ordinary consumer, there is no visible difference. However, fine jewelry is often considered an investment that will last many generations while holding its value — a promise these composited and treated stones can’t uphold.

Furthermore, in a piece exploring the topic of composite rubies, Good Morning America interviewed experts who say these composite rubies are too fragile to even clean using normal methods, and may also experience color fading over time. As such, they are worth only a fraction of the stones they represent.

In the class action lawsuit against Macy’s, many consumers stated feeling duped that they were presented with items of a supposed high-value, which upon inspection by gemologists, turned out to be nearly worthless. An article explaining the case can be found here.

Additional allegations were that Macy’s (supplied by Effy Jewelry) knowingly sold the following without disclosing the additional, potentially devaluing, information to their customers:

  • Rubies that were composites or filled with glass or lead filled glass;
  • Stones were being passed as untreated “green amethyst,” when in fact this stone was actually Praseolite (a heated form of quartz). Only purple amethyst is natural, real amethyst, and therefore of a much higher value;
  • Sapphires were fracture filled with glass;
  • Black sapphires were being passed off as “black diamonds”;
  • Many diamonds were enhanced by laser drilling or filing of surface cavities and fractures with a hardened substance;
  • Diamonds were irradiated or heated to induce color and then represented to be natural black diamonds.

A broadcast report of the investigation of composite rubies by Good Morning America can be found here.

While some of the articles do not directly name Effy Jewelry as the supplier to Macy’s, Lord and Taylor, and the other stores in question, details from a dissatisfied customer who purchased directly through Effy Jewelry can be found here.

The Bottom Line

Despite rampant reports of fraudulent gems, many consumers state that they are happy with their Effy Jewelry purchases in forum chatter.

While the jewelry sold by Effy may be beautiful in the short term, the issue argued by experts is that consumers are being sold inferior products at an inflated price, without receiving all the important information.

If you’re interested in purchasing jewelry from the Effy Jewelry line, it’s important to arm yourself with information. Be sure to ask the salesperson:

  1. Is this ruby treated?
  2. If so, how was it treated?
  3. Is there lead glass in the ruby? Federal laws require that retailers provide consumers with a full refund if the product sold was misrepresented or determined to fraudulent.

If purchasing from Effy Jewelry online, it’s recommended that buyers take their newly purchased gemstones to a professional for an evaluation before the 30-day return period is up.

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5 Customer Reviews for Effy Jewelry

Average Customer Rating: 2.0
Rating Snapshot:
5 stars: 1 4 stars: 0 3 stars: 0 2 stars: 1 1 stars: 3
Bottom Line: 20% would recommend it to a friend
Showing 1-5 of 5
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  • 4 out 4 people found this review helpful

    Not as it seems

    • Texas,
    • Sep 12, 2016

    My husband purchased me a Tanzanian bracelet in distance from Effy. It was not fitting right and I was told to take it to their jeweler in Cozumel where he ruined it! I have never seen such poor workmanship.

    When we got back from our cruise I was told to send it to Effy in New York, I did that. That was back in March of 2016 and it is now September of 2016. I have not gotten it back nor have I ever worn it once!

    I have made a complaint with the Better Business Bureau New York. And 11 days later, Effy still hasn't responded!

    By the way Effy is not registered with the Better Business Bureau in any state. This is the worst company to do business with from which I've ever bought from!

    Buyer beware: Sugar drips off their lips until you buy and have a problem with customer service! Then you are sent to rafi a man who is not a problem solver at all.

    Bottom Line: No, I would not recommend this to a friend

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  • 3 out 4 people found this review helpful

    Porosity

    I bought an Effy men's ring on a cruise in January 2016. I decided to have the ring resized up one size in July due to it always having been a little tight. The jeweler contacted me to say there was a lot of porosity in the white gold shank, making it difficult to resize, he said this was very poor workmanship. This ring was not the quality sold to me and I would advise consumers to steer clear of Effy if they want quality jeweler.

    Bottom Line: No, I would not recommend this to a friend

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  • 6 out 8 people found this review helpful

    Terrible Customer Service

    • Toronto, Ontario, Canada,
    • May 14, 2016

    I purchased a sapphire and diamond ring on a cruise and within two weeks of purchase one of the diamonds fell out. It took me a week of emails and voice mails to receive a response from Effy and they told me to insure it and courier it to them at my cost.

    I emailed and left messages asking if they would reimburse the costs since the ring was only a few weeks old and they did not respond until I called the cruise line and complained. I then received a call from customer service and was told that Effy are not responsible for the cost and when I said that that since it was within two weeks of purchase, they must make poor quality jewelry, the customer service rep hung up on me. Do not purchase from Effy.

    Bottom Line: No, I would not recommend this to a friend

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  • 3 out 8 people found this review helpful

    AMAZING QUALITY! Something for everyone.

    • Apr 12, 2016

    Please be careful when reading this review. A lot of inaccuracies.

    I am very concerned about anyone thinking this is legitimate, fact-checked review, as it has a lot of errors (grammatical and contextual - like misspelling the designers name), as well that its sources of personal blog posts (which, upon reading, have factual inaccuracies as well).

    To start, it saddens me to read such negative things about Effy, as I have many Effy pieces and am thrilled with the quality (like so many, many others).

    Let's just talk about this ruby business, as, again, the information here is not totally accurate:

    Lead-Glass filled rubies were a common practices across the industry, due to the scarcity of larger, less included rubies, post the ban on trading with Burma, for many years. Please note that lead-glass filled rubies are indeed rubies, they simply have been enhanced (like getting a filling in your tooth - it's still a tooth!). As a July birthday girl, I have quite a collection of rubies, some Effy and some from other retailers. Some of my Effy pieces are genuine rubies (albeit, they are smaller stones), other Effy pieces are lead-glass filled, as I wanted larger "look-at-me" pieces. EVERY TIME I have purchased an Effy ruby, I have been informed whether it was LGF or genuine. It's also right on the tag.

    Macy's received a class-action lawsuit because the sales associate failed to tell the customer that they were purchasing a LGF ruby. Again, it's written right on the tag. It's important to remember that these are hourly employees, and not jewelry professionals, so I'm not surprised this got missed.

    I agree with the reviewers "bottom line" that you should ask questions. At the end of the day, you're buying a piece of fine jewelry - be knowledgeable. BUT I would love to see the sources that are actually being referenced here when he says "Effy may be beautiful in the short term, the issue argued by experts is that consumers are being sold inferior products at an inflated price" - what experts? Do tell.

    Why that particularly irritates me is that I have had pieces for many years, as well as given some to my daughters. This jewelry is the perfect "middle of the market" line - it's high end, better quality, nicer weight, but not with a Cartier price tag.

    Lastly, just a heads up to Inna - the previous commenter - I'm sorry to hear you had a bag experience but you do have a limited lifetime warranty for every piece of Effy you buy. This covers manufacturer errors (like small stones falling out), at no cost to you. It lasts forever. I have used it when I lost a small pave stone in an older piece. I called Effy and they took care of it and I got it back in about two months. Also, depending on where you bought it from, you can bring it in and they will handle it for you. My piece was from Bon Ton, and they handled the whole thing.

    Bottom Line: Yes, I would recommend this to a friend

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  • 15 out 18 people found this review helpful

    Disappointed

    • Florida,
    • Sep 21, 2015

    One of my ring is Elephant. Very cute however the little tail broke already. I bought it less then 2 years ago.

    Second ring is the Snake, very beautiful black snake. However the eye, green stone fell off, I only bought this ring couple of months ago! Very disappointed, will never buy anything Effy. I contacted the company asking to help with repair but no answer.

    Bottom Line: No, I would not recommend this to a friend

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