TrueSanity Publishes the Real Cost of Every Ring It Sells Ahead of the Holiday Season
Fine jewelry brand shows shoppers the metal, stone, labor and margin behind each piece, starting with its emerald rings collection
New York - October 8, 2026 - TrueSanity, a radically transparent jewelry brand that discloses what it makes, today announced that every ring on its website now carries a Transparency Manifest: an itemized breakdown of what the piece costs to make and how much the company earns on it. The announcement comes as shoppers head into the holiday season, when jewelry sales and jewelry discounts both reach their annual peak.
The Transparency Manifest appears on every product page and lists four numbers: the cost of the precious metal, the cost of the gemstones or diamonds, the cost of labor and setting, and TrueSanity's margin. Shoppers can see it in action by opening the company's emerald rings collection and clicking on any ring.
"Jewelry is one of the last things people buy at this price without any idea where the money goes," said Amit Jhalani, founder of TrueSanity and a fourth-generation jeweler who has worked in the trade since 1996. "A car has an invoice price. A house has comps. A ring has a tag with a number on it and a salesperson who will not tell you how that number was reached. We decided to just tell people."
Standard retail markup on fine jewelry is double the wholesale cost, and many retailers charge more. Most holiday jewelry promotions are discounts from a list price that was set so the discount could exist. TrueSanity does not run that kind of sale. Each price is built from the disclosed costs plus a fixed margin that is printed on the page.
The company chose emerald rings as the first collection to highlight because emerald pricing is among the least understood in the trade. Two emeralds of the same weight can differ in cost by a wide margin depending on origin, color and clarity, and customers rarely have a way to check whether the price they are quoted reflects the stone in front of them. Every emerald ring on TrueSanity's site shows what the stone cost the company.
Jhalani founded TrueSanity after a close friend bought a $10,000 engagement ring from him and assumed the jeweler had made $8,000 on it. "He was wrong, but he had no way to know that, and I realized the whole industry works that way," Jhalani said. "The only fix was to show the number."
TrueSanity's collection includes emerald, sapphire, ruby, diamond and birthstone rings, earrings, necklaces and bracelets, in 14K and 18K gold and platinum, with natural and lab-grown stones. All pieces ship from the United States.
About TrueSanity
TrueSanity is a radically transparent jewelry brand that discloses what it makes. Founded by fourth-generation jeweler Amit Jhalani, the company publishes the cost of metal, stones, labor and its own margin on every piece it sells. TrueSanity is based in New York, NY, and ships across the United States. Learn more at https://www.truesanity.com.
Media Contact
Amit Jhalani
Founder, TrueSanity
Email: info@truesanity.com
View the Original Press Release on SP Tech Solutions.