Them Jewelers Review 2026: Custom Nameplates Without the Guesswork?
Five bridesmaids, one group chat, and a single question that has been going back and forth for a week: "What do we give them that they'll actually keep?" Someone finally posts a photo of a gold necklace spelling a first name in script, and the chat goes quiet — then fills with heart emojis. That's the moment a lot of shoppers land on Them Jewelers.
The New York shop, which signs its own pages as The M Jewelers, specializes in personalized gold and silver pieces. Olivia Reviews read through its product listings, materials notes and policy pages in October 2026 to work out what's worth ordering, what it costs and where the fine print can trip you up.
Quick take: Them Jewelers makes nameplates, initials, name rings and layering pieces to order in New York, with metal options that run from plated brass to 14KT gold. Most plated and vermeil pieces cost $35–$180, while solid gold nameplates start around $688. Personalized items take about two weeks and are final sale. See today's Them Jewelers deals.
A Diamond District Origin Story
Per its About page, the company was started in 2013 by Mark Shami and Anthony Frisina in New York City's Diamond District, and it still produces and operates in the city. Beyond its website, the brand runs physical stores where customers can design and visually render custom pieces — the homepage lists flagship locations on Mulberry Street in New York and in Tokyo.
The brand also points to partnerships with MLB, Nike, Kith and Only NY, and says its jewelry is stocked by Net-a-Porter, Nordstrom and Revolve. On the site you'll find collaboration collections too, including pieces with designer Danielle Guizio and jeweler Greg Yuna.
Pieces Worth Knowing
The Solid Gold Nameplate Necklace — from $688
The heirloom option. It comes in 14KT yellow, white or rose gold on a cable chain in 16", 18" or 20", with diamond versions reaching $938. The listing notes that chain weight and thickness can vary with gold prices and what's available to the production team at the time of your order.
The Gothic Nameplate Necklace — from $74
For a bolder look than classic script, this style uses Gothic lettering. It offers the widest range of chain lengths we saw — 16" up to 24" — and metals from plated brass through gold vermeil and sterling silver to 14KT gold, with a diamond option at the top. Production is listed at roughly 14 days.
The Tiny Script Nameplate Bracelet — from $64
A quieter way to wear a name. The bracelet measures 6" plus a 1" extender (7" total) and is described as crafted by hand upon order. Plated, vermeil and sterling versions start at $64, and the 14KT gold version is $588. It's also sold as a four-piece bridal bundle.
The Butterfly Initial Pendant Necklace — $44.20
One of the more affordable gift ideas. It's offered in 18KT gold vermeil or sterling silver with cubic zirconia stones, on a 16" box chain with a 2" extender, and you choose the letter.
The Pearl Heart Photo Locket — $63.70
Lockets have their own section on the site. This one is 18KT gold-plated brass on a 16" box chain, with a 0.75" heart locket. The brand notes production for this style can take one to two weeks.
The Cuban Link Chain (Men's) — $168–$178
The men's range covers Cuban, Franco, Figaro and rope chains with matching bracelets. This 5mm Cuban chain comes in 14KT gold-plated or rhodium-plated brass, in 20" or 22".
→ Check the latest Them Jewelers coupon codes and deals
How the Prices Compare
| Piece | Price (USD, Oct 2026) | Good for |
|---|---|---|
| Butterfly Initial Pendant Necklace | $44.20 | A small, sweet gift |
| Pearl Heart Photo Locket | $63.70 | Keeping a photo close |
| Tiny Script Nameplate Bracelet | From $64 | Subtle personalization |
| Gothic Nameplate Necklace | From $74 | A bolder lettering style |
| Iced Out Barbwire Necklace | $72–$108 | Edgier layering |
| Cuban Link Chain (Men's) | $168–$178 | An everyday men's chain |
| Bridal Nameplate Necklace Bundle (4) | $231.20 | Bridesmaid gifts |
| Solid Gold Nameplate Necklace | From $688 | A lasting 14KT keepsake |
Read This Before You Personalize
Production time: In-stock pieces are processed and shipped in 1–2 business days. Personalized and 14KT made-to-order items need about 14 days of production first, and some listings quote two to three weeks. The FAQ is clear that expedited shipping only speeds up delivery after the piece ships — it doesn't shorten production. Mixed orders ship separately at no extra charge, according to the Returns & Refunds page.
Shipping: Free on U.S. orders of $95 or more and international orders of $125 or more. U.S. orders travel by USPS; international parcels go by USPS or DHL, and duties may be charged on delivery.
Returns: Non-personalized, full-price items can be returned within 14 days of delivery (30 days during the holiday season) with a prepaid label, minus a 10% restocking fee unless the item arrived damaged or defective. Personalized and sale items are final sale, and items bought with a promo code qualify for store credit only. The older FAQ wording differs on some points, so confirm the current terms before ordering.
Cancellations: The window is very short — the Returns page says one hour, while the FAQ says 30 minutes — and weekend and peak-holiday orders are listed as final.
Warranty: Pieces bought directly from the brand are covered for 120 days after delivery for problems like breakage or discoloration; older pieces go through a repairs portal.
Strengths and Drawbacks
What we like
- Clear metal options on every listing, so you can set a budget.
- Made to order in New York by a brand with stores you can visit.
- Free U.S. shipping from a reasonable $95.
- Bundles for bridal parties and matching sets.
- A 120-day warranty from delivery.
What to watch
- Personalized pieces can't be returned or exchanged.
- Refunds carry a 10% restocking fee.
- Two-week production makes last-minute gifting risky.
- Policy pages don't fully match each other.
- Vermeil needs care — the brand advises keeping it away from water and skincare products.
Who It Suits — and Who Should Look Elsewhere
Great for anyone planning a personalized gift a few weeks out, bridal parties ordering in sets, and fans of layered New York-style jewelry who like mixing nameplates with tennis chains and chokers.
Look elsewhere if you need something by the weekend, want the freedom to return a custom piece, or prefer to buy only solid gold at lower price points.
Smart Ways to Save
- Match the metal to the moment. A plated or vermeil nameplate can cost a fraction of the 14KT version.
- Buy bundles for groups. The Bridal Nameplate Necklace Bundle 4 Pack was $231.20 instead of $272.
- Weigh The M Club. The brand describes $19 a month converted into $19 store credit, an extra 15% off orders and a free first month; you can pause or cancel anytime.
- Look for a code first. No public code was listed on the site, so check current Them Jewelers coupons — and remember code orders get store credit, not refunds, on returns.
Questions Shoppers Ask
Is Them Jewelers the same as The M Jewelers?
Yes. The shop at themjewelersny.com brands itself The M Jewelers.
How do I make sure my name comes out right?
Double-check spelling, capitalization and chain length before you pay. The Name Ring listing, for example, notes that letter spacing can vary with character count.
Does expedited shipping get my custom necklace faster?
Only after it's made. Production time stays the same; expedited shipping speeds up transit.
Can I visit a store?
Yes — the brand lists flagship locations at 204 Mulberry Street in New York and in Tokyo, with appointments available in NYC.
Final Verdict
Them Jewelers does one thing especially well: it turns a name into a piece of jewelry, with enough metal choices to fit most budgets. The custom-order model brings real trade-offs — final-sale personalization, a restocking fee and roughly two weeks of production — so it rewards shoppers who plan ahead and proofread carefully. Before you place that bridesmaid order, see today's Them Jewelers deals.
→ Check the latest Them Jewelers coupon codes and deals
Olivia Reviews researched Them Jewelers using its official website, product listings and published policies in October 2026. We haven't personally tested these products. We may earn a commission when you buy through our links, at no extra cost to you.