In the summer of 2011, we (Meredith and Michael) started the brand ‘Diamonds Are Evil’ as a response to our opinion of the diamond industry and its lack of ethics. The absence of education within the jewelry industry is disturbing, and we wanted to create a brand that started a conversation.
Besides the ethical considerations, one diamond looks just like any other diamond. We don’t want to look the same as everyone else and we don’t want you to either.
In the natural progression of growing our brand, we were led to open a lifestyle store in the summer of 2016 (originally called ‘No Basis In Reality’). The store launched with a highly-curated selection of art and design from small brands within the US, ethically-made clothing and accessories, and our own line of accessories and home decor. A move to a more highly-visible downtown location in the spring of 2017 gave us the opportunity for a re-brand and new name – ‘Fool’s Gold’ – which references an ideology and material close to our hearts.