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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Read 54 Effy Jewelry Customer Reviews and Complaints

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Average Consumer Rating: 2.0
Rating Snapshot:
5 star: 10 4 star: 2 3 star: 1 2 star: 5 1 star:  36
Bottom Line: 22% would recommend it to a friend
Showing 1-11 of 54
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  • 8 out 43 people found this review helpful

    AMAZING QUALITY! Something for everyone.

    • Apr 12, 2016
    • Verified Reviewer

    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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  • 6 out 16 people found this review helpful

    Great service, great product

    We recently completed two cruises with Princess Cruiseline. I can say that my wife has purchased jewelry, mostly from Diamonds International. On our first cruise, we met one of the representatives of Effy boutique onboard and again saw him at the Diamond International on shore. He was extremely helpful, however, we did not buy jewelry at that time.

    The next cruise, my wife was wearing her Tanzanite and decided her pendant was not large enough. We went to Effy onboard our next ship and purchased a pendant and earrings. The representatives were again very helpful. This was our first jewelry purchase onboard the ship and must say we are completely satisfied.

    A couple years ago, we purchased our Tanzanite off the ship at one of their recommended jewelers, along with my brother and his wife. My sister-in-law's ring was resized as we waited, but when she returned home, she noticed the stone was not set right. She contacted Princess and sent it in to be repaired. Within 3 weeks, she had it back and wears it to this day.

    It appears from the reviews that ring sizing is an issue onboard at Effy, but with all the jewelry sold, there can be an occasional mix-up. We found that Princess works very hard to stand behind their product and services. We would not hesitate to purchase jewelry onboard at Effy.

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

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  • 2 out 4 people found this review helpful

    Diamond engagement ring, diamond necklace, and diamond earrings

    • Palm City, FL,
    • Jun 6, 2018
    • Verified Reviewer

    I purchased a diamond engagement ring on board the Emerald Princess New Year's Eve 12/31/2015 at the Effy shop as a surprise, and at midnight, I proposed to my fiance. She was totally surprised. The next day we pulled into St Thomas VI, and the manager on board gave me a personal note to give to the Effy manager at the pier, telling him to size the ring for us. Later that day we picked it up and everything was perfect. While we were there we purchased a matching diamond necklace We returned to ship and purchased matching diamond earrings at the Effy store. We recently had a minor problem and sent it to New York. Effy fixed it. Their service was impeccable! Thank you Effy!

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

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  • 1 out 4 people found this review helpful

    Wonderful pieces.

    • Melbourne, Australia,
    • Dec 4, 2018
    • Verified Reviewer

    I bought an Effy Panther ring and an Effy Panther pendant about a year ago and am extremely pleased with both. They both look dynamic in sunlight or bright light and have been admired by friends in the jewelry trade. Beautiful jewelry.

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

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  • 1 out 2 people found this review helpful

    I couldn’t be happier

    • East Setauket, NY,
    • Dec 6, 2018
    • Verified Reviewer

    I purchased a multi-stone ring I had admired from Macy’s last December, and was very dismayed to find that one of the side stones fell out. I called Effy and was delighted to hear from their customer service rep, Rosita, that Effy would replace the stone free of charge...Kudos to Effy for standing behind their product.

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

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  • 3 out 3 people found this review helpful

    Returning Effy Customer

    • Rocky Mount, NC,
    • Mar 17, 2019
    • Verified Reviewer

    I began buying Effy Jewelry while cruising approximately 6 years ago! My first piece was bought on a cruise ship. I fell in love with it then and continue to be very proud to wear that ring. On my next cruise, I found the matching bracelet at port and purchased it as well. Now every time we cruise I search the ship for Effy Jewelry or the ports for an Effy store. I would not consider buying Jewelry from a retailer that I am not familiar with, and am very comfortable with dealing with Effy. I just returned from a cruise on the Oasis yesterday with my 3 new pieces of jewelry from Effy. Admittedly, I am not sure about the quality of the diamonds in my new diamond ring, and I could worry about it, and question its quality, but it is gorgeous, and I love it, so I have chosen not to worry about its quality. I have also chosen to trust that I paid a fair price for it. If I didn’t, then it is my fault for not doing my research first.

    I like the look of the pieces that resemble John Hardy, but at much more affordable prices.

    I was disappointed that there was no Effy on Royal Caribbean’s Oasis. I was told they lost the contact.

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

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  • 3 out 4 people found this review helpful

    In love...

    • Michigan,
    • Apr 3, 2019
    • Verified Reviewer

    About two weeks before going on a cruise this January my wedding set of 32 years had cracked. There was just nothing out there that I liked to replace it. We were on a cruise and Effy had an event, so I figured what the heck, might as well see what they got.

    First of all, my salesman was amazing, his wife also works there and she was as amazing as well. They both spent over an hour with me going through different rings with their honest opinions, they weren't pushy or purposely tried to sell me the highest they could. I'm completely happy with our purchase, it's absolutely beautiful and they have an amazing warranty!

    I would recommend 100%. I wish I could post a picture of it!

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

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    • Apr 9, 2019

      Company Response from Effy Jewelry

      Thank you for your kind words! Please let us know if we may assist you further and we look forward to helping you again on your next cruise!


  • 4 out 5 people found this review helpful
    Updated review

    Updating the rating

    • Texas,
    • Apr 13, 2019
    • Verified Reviewer

    I posted a hostile review before I made contact with Effy. Andrea from Effy customer relations is working with me directly to resolve my concern. It is only fair and reasonable that I remove the disparaging comments and give Effy a fair shake.

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

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    • Previous review
    • Apr 9, 2019

    Update

    I posted a hostile review before I made contact with Effy. Andrea from Effy customer relations is working with me directly to resolve my concern. It is only fair and reasonable that I remove the disparaging comments and give Effy a fair shake.

    (read moreread less...)
    • Previous review
    • Mar 24, 2019

    Lied to

    I just found out that I have been had by effing Effy.

    I purchased a pair of "diamond" earrings for my wife on a Princess cruise. I was told they were diamonds.

    The description on the receipt says:

    14Karat White Gold Diamond Huggle Earrings with 0.70Tw Round Diamond H/I COlor SI1/I1 Clarity

    Purchased on the Regal Princess for $1,000.

    I just went to a local jewelry store to have a piece repaired and several cleaned. Out of curiosity, I asked for a retail appraisal - $600-700 tops. The stones turn out to be white sapphires and not diamonds. They checked them with a Gempro diamond tester.

    They checked every diamond in each piece I brought in. The Effy earrings failed 100%. Other pieces I purchased were fine. Surprisingly my wedding band which has 6 "diamonds" in it, well, 5 failed. The 6th, and only good one, was from a repair this jeweler did last year.

    As far as I am concerned, Effy is an "effyn" thief.

    • Apr 1, 2019

      Company Response from Effy Jewelry

      Hi Tom,

      As per our phone conversation before you posted this review and the evaluation authorization I provided you, we guarantee the diamonds we sell at Effy are 100% genuine. As promised, we have sent your wife's earrings to an independent and unbiased gem lab to authenticate the diamonds and will have that evaluation sent to you promptly. The results from the Gem Lab will be more accurate than those yielded from the Gempro Diamond tester. I will contact you directly soon.

      Andrea

    (read moreread less...)

  • 1 out 1 people found this review helpful

    Four years on, still happy

    • Australia,
    • Jul 24, 2019
    • Verified Reviewer

    I knew nothing about this company and purchased a beautiful ring with black diamonds while cruising on "Oasis of the sea," Royal Caribbean.

    I have had no issues with this ring and wear it every day, shower, swimming in the beach and general life activities (cooking, cleaning, etc.).

    It’s nice to see after-sale support is still available if needed. Yet to identify how it will be experienced in Australia, however. I am still satisfied with my purchase.

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

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    • Jul 26, 2019

      Company Response from Effy Jewelry

      Thank you for your kind words! We hope you enjoy your ring for many years to come and please feel free to reach out to us for any reason.


  • Very positive experience

    • Toronto, Canada,
    • Aug 5, 2019
    • Verified Reviewer

    I own several pieces of lovely Effy Jewelry. No problems to date, save numerous compliments and great enjoyment in wearing these pieces.

    Interesting to note that most of the aforementioned negative experiences arise from purchases made on cruises...FWIW...draw your own conclusions from my comment.

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

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  • 1 out 2 people found this review helpful

    Panther ring

    • Leeds, United Kingdom,
    • Feb 11, 2019
    • Verified Reviewer

    Just returned from a Caribbean cruise, on which I purchased the large Panther head ring. The quality of the ring, the show of the ring, and the service received at the Effy shop was and is amazing.

    I love it and feel I paid a fantastic price for a fantastic piece as was reduced - only wish I had bought the matching necklace too.

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

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    • Feb 13, 2019

      Company Response from Effy Jewelry

      I am so pleased that you are enjoying your Effy purchase! Feel free to reach out to me at andream@effyjewelry.com to see if we can find a necklace to match!


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