The gold in any "brand new" ring is already old. Very old. So are the natural gemstones, even if they were just mined yesterday. Since they formed in the earth ages ago, these precious minerals and elements are never "brand new," ---only newly mined. So we thought, "What if we treat fine jewelry like a fine Victorian mansion. Instead of burning it down to build a new house, restore it lovingly and then offer it up to those who appreciate restored fine craftmanship?" It's good for the earth, and good for your wallet, too.