Too many people think that bespoke isn't for them
Bespoke rings are better quality and usually the same price or cheaper than the big brands. The UK is lucky to have so many talented independent jewellers who make them, and we built Boutee to help make the bespoke route as accessible as possible.
Our beliefs
Craftsmanship over commerce
We believe a ring's value comes from the skill of the hands that made it, not the size of the brand that sells it. We champion independent makers and their dedication to quality.
Transparency is non-negotiable
The bespoke process shouldn't be a mystery. We believe in clear pricing, honest timelines, and giving you the information you need to feel confident and in control.
A personal ring deserves a personal connection
We believe the best results come from collaboration. Our goal is to introduce you to a creative partner who will listen to your story and help you bring your vision to life.
Smart technology,
human connection
Finding the right jeweller shouldn't be left to chance. Behind our simple interface is a powerful platform designed to understand your unique style. We analyse your visual preferences to make intelligent, data-driven recommendations.
This blend of art and science is our secret to taking the guesswork out of the bespoke process, ensuring a better match and a more personal result.
The brothers behind Boutee
We’re Billy and Ethan Ward. After Covid, we watched dozens of independent jewellers shut their doors, which didn’t seem right to us — people love buying independent. With backgrounds in tech and psychology, we dug into what was going on. The problem wasn’t that people didn’t want independents; they just couldn’t find them, and when they did, the bespoke process felt confusing and a bit intimidating. We built Boutee to change that — to make it easier to discover great independent jewellers and feel confident going bespoke. We honestly think it’s the best way to buy a ring.
Ready to start your journey?
Create your style profile and meet our community of jewellers.