A copycat Edge of Ember shop lists its £1,100 diamond bracelet at $153
A shop registered on 13 July 2026 presents itself as Edge of Ember. It shows the brand's logo and lists 432 products, every one titled 'Edge of Ember' and none priced above $200. The Marquise Solitaire Tennis Diamond Bracelet, from £1,100 on edgeofember.com, is $153. The photos are Edge of Ember's own, often on the wrong product: the diamond bracelet page shows a piercing stud. The domain doesn't use the brand's name, so we call it Shop A. Two more shops without the name carry the London brand's designs. One sells letter necklaces at £35 using Edge of Ember photos with the shadows edited out. A 59,000-product catalogue site lists at least 17 of its pieces. We found all three through an exact-image search on the brand's product photos.
- 432
- Shop A listings, all titled 'Edge of Ember'
- $153
- Shop A's price for a £1,100 bracelet
- 3
- Shops selling its designs under other names
- 48
- Unrelated sites with spam pages using its photos
A £1,100 diamond bracelet at $153, pictured as a stud
On edgeofember.com, the Marquise Solitaire Tennis Diamond Bracelet is solid gold set with marquise lab-grown diamonds, £1,100 to £1,200 depending on length. The page calls it 'a winner for life' and says 'We've amped up a classic with lab-grown diamonds and yellow gold'.
Shop A's page for the bracelet opens with that same sentence, under the Edge of Ember logo, at $153. The main photo is Edge of Ember's shot of a gold piercing stud with a triangle back. The other thumbnails show earrings and a chain. Shop A was found through the brand's photos, so there is no scanner visual score for a lookalike domain. The 98% figure compares Shop A's product photos with the brand's originals: the 22 closest matches differ by 6 bits or fewer out of 192, which makes them the same photo files. We placed no order and cannot say what, if anything, Shop A ships.
Edge of Ember sells the bracelet from £1,100. Shop A lists it at $153, with a photo of a piercing stud.
What we caught
Registered on 13 July 2026 and titled 'Edge of Ember Sale | Always Great Offers', with the Edge of Ember logo and 432 products all titled 'Edge of Ember'. Of those, 194 product names match edgeofember.com exactly, and at least 184 descriptions open with the brand's text word for word. Nothing costs more than $200.
An image-hash comparison matched 22 of Shop A's main photos pixel for pixel to photos on edgeofember.com. Most sit on a different product. A 'Balance Green Ring' shows the brand's green onyx stud earrings, and a 'Demi Eternity Diamond Ring' shows gold hoop earrings.
A jewellery shop, name withheld, added six gold letter necklaces on 5 July 2026 at £35 'down from £80'. Edge of Ember's gold initial necklace is £95. The letter C and alphabet photos on those listings are Edge of Ember's shots with the shadows and backdrop removed.
Registered on 28 March 2026. A partial check found at least 17 Edge of Ember pieces, with photos loading straight from the brand's own image server. The £70 Zodiac Pendant is €56.51, with the brand's own description.
The evidence
Six solid gold and diamond pieces. The £1,100 tennis bracelet is $153 on Shop A, and nothing there costs more than $200.
Pixel-identical Edge of Ember photos on the wrong products. A 'Balance Green Ring' shows the brand's green onyx studs.
Registered on 13 July 2026. Its 'Rings' page shows earrings and a necklace, all titled 'Edge of Ember'.
Six letter necklaces at £35 'down from £80'. Edge of Ember's gold initial necklace is £95. Shop name blurred.
Edge of Ember's photos on the left, Shop B's on the right. Same shots, shadows and backdrop edited out.
432 listings copied from edgeofember.com, capped at $200
Shop A runs on WordPress with WooCommerce. Every listing starts with 'Edge of Ember', followed by the brand's own category names, as in 'Edge of Ember Dainty | All Rings | Solitaire Diamond Ring - Yellow Gold'. 194 product names match edgeofember.com word for word, and at least 184 listings open with the brand's product text, lines about lab-grown diamonds and 14ct solid gold included.
The brand's solid gold and diamond pieces run to £1,850. On Shop A nothing costs more than $200, so those pieces take the deepest cut. The £695 Pavé Diamond Hoop Earrings are $113, the £625 Ellipse Diamond Ring is $158 and the £495 Triple Initial Solid Gold Necklace is $102. Many listings also show a struck-through 'original', such as $592 for a demi eternity ring sold at $113.
The photos rarely match the listing. The 'Rings' category shows earrings and necklaces. Of the 22 exact matches, most sit on a different product from the one they show on edgeofember.com: a bracelet listing with a necklace photo, an ear cuff with shell earrings. The about page is template text on 'ethical craftsmanship' that names no company, address or contact person. Shop A's domain doesn't use the brand's name, so we withhold it.
Two more shops sell its designs under other names
Shop B is a jewellery shop with 186 products, from clover-motif necklaces to sunglasses and watches. On 5 July 2026 it added six gold letter necklaces, A to F, each £35 against a struck-through £80, under a 'Final 60% off sale' countdown with claims of 'Made in UK' and 'over 100,000 satisfied customers'. The pendant design matches Edge of Ember's £95 initial necklace. The letter C photo and the full-alphabet photo are Edge of Ember's own shots with the shadows and backdrop edited out. The alphabet is laid out exactly as in the brand's photo, down to the tilt of each letter. We cannot say who makes Shop B's necklaces.
Shop C, registered on 28 March 2026, is a catalogue site with 59,395 products copied from many online shops, from riding boots to dresses. A partial check found at least 17 Edge of Ember pieces, including birthstone earrings, a diamond initial necklace and a black onyx statement ring, tagged with the brand name and the brand's descriptions. Their images load directly from Edge of Ember's image server. By the end of our check the site was returning a server error.
Its photos sit on spam pages across 48 sites
The exact-image search also found seven of the brand's product photos on 54 spam pages planted on 48 unrelated websites, from small businesses to institutions, under titles like 'Peridot Birthstone Earrings For September' and 'Mini Oblong Hoop Earrings'. When our scanner opened them, the sites showed their usual home pages or a hosting placeholder, so we could not see where the pages send shoppers.
No live store uses the Edge of Ember name. The .co.uk and .net versions and two spelling variants are parked or show a 'coming soon' page. edgeofembermo.shop was registered on 17 August 2026, but its server didn't answer. edgeofemberstudio.shop, which had a security certificate issued in June 2026, no longer resolves. We count both as dormant. Amazon returned only novels with 'Ember' in the title. Alibaba, AliExpress, Temu, TikTok and the ads check returned nothing for the brand. On eBay, a dozen UK and US sellers resell Edge of Ember pieces, mostly new or pre-owned at prices close to retail, and we found nothing to suggest they aren't genuine.
How to shut it down
The takedown plan, step by step, built from the evidence above.
Archive Shop A while it's live
Save its pages, prices, about page and registration record, including the copied logo, product names and descriptions.
Report Shop A, then Shops B and C
Shop A uses your logo, name, text and photos. Send that evidence to its registrar, host and payment providers, and file photo-copyright notices against Shops B and C.
Tell customers what real pricing looks like
Publish your own site and authorised stockists, and say plainly that Edge of Ember does not sell solid gold and diamond pieces for $100 to $200.
Track your photos, edited copies included
All three shops surfaced through product photos. None uses a lookalike domain. Monitor exact matches of your product photos and report new copies as they appear.
A $200 ceiling on a £1,850 catalogue
Shop A keeps the Edge of Ember name out of its web address and takes everything else: logo, product names, descriptions and photos. A shopper who lands there from an image search sees the brand's own pictures and words next to a £1,100 bracelet at $153.
If that order never arrives, or arrives as something else, the complaint and the review land on Edge of Ember. Every $153 'diamond bracelet' left online also teaches buyers that the brand's real prices are negotiable.
Scan your own brand
What would the scanner find around your brand?
Run the same sweep across lookalike domains, storefronts, marketplaces, ads, and social accounts.
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