Hi friend,

To be honest with you, I didn’t start GOODSTONE because I loved jewelry.

I started GOODSTONE because I didn't love my experience buying an engagement ring for my incredible wife.

I was trying to buy something meaningful. I wanted it to matter. I wanted it to last. I thought I was asking the right questions. I thought I understood what I was paying for.

I didn’t.

What I walked away with looked beautiful at first—but it didn’t hold up. Not in quality, value, or meaning.

Nor was it an enjoyable process to work with my jeweler. It felt like I was being sold a used car. They didn't care much about my love story. They pushed mass-produced designs at me, rather than offering the white-glove service to make something personalized together.

That experience stuck with me.

Not because I was disappointed, but because I was so inspired. I wanted to make sure nobody ever experienced that again.

So I started learning. I asked questions. I shadowed jewelers. I studied diamonds, metals, supply chains. I re-designed the jewelry buying experience. I started seeing the gap—between what people think they’re buying, and what they’re actually getting.

That’s what led me to create GOODSTONE.

Not to be better than anyone else. Just… to do it differently. With more heart, care, patience, and compassion. With more honesty, integrity, and transparency.

Jewelry often marks the most important moments of our lives. So, it is important to be that you feel informed, involved, and respected.

If you’ve ever bought something and felt unsure afterward, you’re not alone.

If you’ve ever delayed a purchase because you didn’t want to get it wrong, I get it.

If you’re currently in the middle of trying to choose a ring, a chain, a gift—and it’s feeling more overwhelming than special—I see you.

So here’s what I’d tell my younger self now:
- You don’t need to know everything. But you do deserve clear answers from people you can trust.
- The way something is made matters. It carries through the decades.
- Trust your instincts—you know what you want and you know if the relationship with your jeweler feels off.
- Ask the questions that feel “dumb.” They’re never dumb. The right jeweler will always listen kindly. It's important that you feel heard.
- Beauty is subjective. Quality and care are not. Work with someone who brings your vision of beauty to life, and with someone who brings their best energy to your collaboration.

Whatever you’re here for, whether it’s something small or a once-in-a-lifetime piece—I hope it feels enjoyable to buy, meaningful to wear, and proud to pass on to your family members one day.

That’s what we’re here for.

With respect,
Blake,

Founder of GOODSTONE

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What I Wish I Knew Before Buying Fine Jewelry - A letter to my younger self ﻿﻿

What I Wish I Knew Before Buying Fine Jewelry - A letter to my younger self