www.101-carats.com

The name www.101-carats.com does the obvious jewellery thing: it puts diamonds, stones, or watch-and-gemstone retail front and centre, and the number in the name helps it feel like a catalogue rather than a brand story. By our assessment, that is useful if the goal is a straightforward shopfront, because it tells you the site likely wants to sell sparkle without much ceremony. The trade-off is that the label gives away little beyond the category, so it leaves the real difference to the products and the presentation. In practice, names like this usually work as simple storefronts, with the usual mix of browsing, comparison, and trust-building that online jewellery needs. It sits in the crowded middle ground between luxury branding and plain e-commerce, where the real job is to make items look credible. The repeated 101 in the name is part of the brand identity as recorded, not a promise of anything measured, and that is about as much certainty as the name itself offers.