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Jewellery Care

How to look after your jewellery

To care for and clean your ALEXI London jewellery, polish it with a dry non-abrasive cloth or wipe it with a dry or damp cloth. Avoid using silver dip, gold cleaner or washing up liquid.

Remember to put your jewellery on after you’ve used any hair spray, body spray or perfume, as these products can tarnish it.

When you put away your jewellery, make sure it’s completely dry and kept it in a soft cloth pouch. This will protect it from getting scratched and slow any tarnishing.

We suggest you wear your jewellery often. Watch your silvers and golds grow richer by the day and enjoy your ever-changing sparkles.

How we make our jewellery

 Sterling silver

We make all our jewellery using a base of sterling silver, which is an alloy (a mix) of 92.5% silver and 7.5% other metals like copper. It’s the other metals that make the precious metal strong enough to work with and wear. Without them, fine silver would be too soft for the job.

Gold and Rose Gold vermeil

Our gold and rose gold jewellery is not your standard plating, which would only be about 2 millionths of an inch of gold and which quickly rubs off. Instead, we use gold vermeil. It’s 50 times thicker than plate and has the exact same shine and richness of solid gold. We add this coating to our usual .925 sterling silver.

Rose gold is an alloy of around three-quarters gold, with the rest being largely copper (which is what gives it that lovely pink colour) plus a touch of silver.

Cubic Zirconia

We add sparkle to our jewellery using a synthetic gemstone called cubic zirconia, sometimes known as CZ. Today’s most popular diamond substitute, cubic zirconia is made from zirconium dioxide, whose chemical composition comes closer than any other gem to the matching characteristics of a diamond.

Cubic zirconia is, in fact, heavier than diamond (around 65%) and almost as durable, rating as high as 8.5 on the Mohs scale. Diamonds are the hardest substance at 10 while sapphire and ruby score 9.

You can find jewellery set with both colourless (white) and coloured cubic zirconia. Either way, it displays more prismatic fire than a diamond, which means more colour sparkles within the gem.