For many people, the word custom sounds expensive.
They picture a long process, high designer fees, and price tags that belong in luxury magazines. But at Design Jewellers, that’s never been the case, not since 1980.
For over forty five years, we’ve been designing and crafting jewellery entirely in-house at West Edmonton Mall, which means every step, design, casting, setting, polishing, happens right here under one roof.
This approach allows us to keep our standards high, our timelines short, and our prices honest.
Unlike stores that send their designs overseas or rely on external workshops, we don’t add hidden margins or third-party costs. Our CAD designers, goldsmiths, and stone setters work side by side every day, using the same benches, the same tools, and the same precision. The result?
A fully custom piece that often costs no more than an item already sitting in the showcase.
The reason is simple: when you remove middlemen, you remove unnecessary markups.
A custom ring designed for you doesn’t have to cost more than a pre-made one, it simply carries more meaning. You choose your stone, your metal, and your proportions, and we build around your story.
No templates, no catalogue limits, just a design that fits your hand and your vision perfectly.
Our clients are often surprised when they discover how approachable the process really is.
From the first consultation, you see exactly what your piece will look like before it’s made. Every detail, from the prong style to the band width, is discussed openly. There’s no mystery, just craftsmanship you can see taking shape in real time.
Because everything is local, you also get something you can’t find online: connection.
You can meet the people who will handle your jewellery, the same hands that will cast, set, and polish your piece. You’ll see the workbench, the sketches, the wax models. It’s a transparent process built on trust, not markup.
At Design Jewellers, custom doesn’t mean expensive, it means made for you.
It means your story, your proportions, your details. The kind of jewellery that fits your life rather than your budget limit.
We’ve spent decades proving that craftsmanship and accessibility can live together, that you can own a custom piece designed in Edmonton, built entirely by our team, at a price that makes sense.
So next time you browse the displays at West Edmonton Mall, remember:
The difference between a ready-made piece and a custom one isn’t always the price, it’s the story behind it.
