Craftd London Alternatives UK 2026: 7 Better Brands
Craftd London is one of the most visible men's jewellery brands in the UK, but it sits in a category of strong alternatives at every price point.
Craftd has high brand visibility in the UK D2C men’s jewellery space and is often the first stop for new buyers in 2026. As your collection grows or your priorities shift toward declared specs, written warranties, or different design language, the question becomes: what other strong options are out there in the UK?
Below is a structured list of seven Craftd London alternatives for UK buyers in 2026, organised by price band and design philosophy. The full Craftd review is at Craftd London Review UK 2026.
Disclosure: Monrich (run by the author) is one of the seven brands below. The other six are not partners. Each entry summarises the publicly disclosed materials, price band, and positioning.
You can see the current men's cuban chains line-up for reference as you read.
1. Monrich
Price band: £35-£130 (BOGO permanently applied) Material: PVD-plated 316L stainless steel Best for: Direct Craftd alternative at lower effective price with comparable spec
Monrich sits closest to Craftd on positioning (UK brand, plated 316L stainless steel, classic British menswear design) but at a meaningfully lower effective price after BOGO. The Cuban chain range, signet rings, and ID bracelets are roughly spec-comparable to Craftd’s equivalents.
The differences: Monrich runs a permanent BOGO promotion rather than Craftd’s seasonal flash sales, declares plating thickness explicitly (1-2 microns), and offers a 12-month plating warranty on top of standard returns.
Browse the Monrich Cuban chain range or the signet ring collection for direct comparisons.
2. Vitaly
Price band: £80-£200 Material: 316L stainless steel with PVD finishes Best for: Distinctive industrial-sculptural design
If you want a piece that looks unlike anything else (and unlike Craftd specifically), Vitaly is the choice. The Toronto-based brand uses 316L stainless steel with deliberately architectural design language: the Mortar pendant, Tutel ring, and signature angular bracelets read as industrial design rather than jewellery.
The trade-off: shipping from Canada to UK includes customs on most orders, and the aesthetic is deliberately divisive. You either love the Vitaly look or you don’t.
See the Vitaly review for the deep dive.
Price band: £25-£150 Material: Mixed (plated brass on some, PVD-plated 316L on others) Best for: Cheapest possible chain from a recognisable UK brand
3. Cernucci
Price band: £25-£150 Material: Mixed (plated brass on some, PVD-plated 316L on others) Best for: Cheapest possible chain from a recognisable UK brand
Cernucci is one of the closest UK competitors to Craftd in scale and ad presence. The catalogue is deep (~400+ live SKUs) and the lowest entry prices sit below Craftd’s. Across a catalogue that size, spec disclosure varies SKU to SKU, so it is worth checking the product page detail for the piece you specifically want.
If the exact piece is in spec on the page, this works well. If detail is sparse on a given listing, you may want to compare against brands that publish microns up front.
See the Cernucci review for the standalone view.
4. Twojeys
Price band: €99-€199 (plus UK customs) Material: 316L stainless steel with PVD plating Best for: Statement chunky rings with gothic engraving
Twojeys is the European pick if you specifically want oversized chunky pinky rings with statement font engraving. The Barcelona-based brand owns this aesthetic in 2026 and the design language is distinctively their own.
Trade-off: Shipping from Barcelona to UK includes customs on most orders, and the chunky maximalist aesthetic is narrower than Craftd’s classic styling.
See the Twojeys review for the deep dive.
Price band: £75-£395 (plus US customs) Material: Sterling silver primary, gold-plated brass, solid 14K/18K on premium pieces Best for: Sterling silver men’s jewellery with American maritime design
5. Miansai
Price band: £75-£395 (plus US customs) Material: Sterling silver primary, gold-plated brass, solid 14K/18K on premium pieces Best for: Sterling silver men’s jewellery with American maritime design
Miansai is the higher-priced sterling silver alternative for buyers who want precious-metal pieces rather than plated stainless. The brand uses 925 sterling and solid gold rather than PVD-plated steel, which is a meaningful material upgrade over Craftd’s spec.
Trade-off: US-to-UK customs on most orders, premium price band (£150-£400 segment), and sterling silver patinas over time rather than staying colour-stable.
See the Miansai review for the standalone read.
6. Hatton Labs
Price band: £180-£800+ Material: Sterling silver with rhodium or gold vermeil plating Best for: Premium sterling silver with London heritage design
Hatton Labs is the London-based premium sterling silver brand named after Hatton Garden, the historic jewellery district. The catalogue is small (~100 SKUs), focused on chunky tennis chains, signet rings, and statement pendants, in sterling silver with gold vermeil or rhodium plating.
Trade-off: Premium pricing (£200-£800 per piece), small catalogue, and aesthetic specifically tied to Hatton Garden heritage rather than versatile across contexts.
See the Hatton Labs review for the full deep dive.
Price band: £45-£250 Material: Sterling silver and 316L stainless steel Best for: Heritage British design with affordable sterling silver pieces
7. Serge DeNimes
Price band: £45-£250 Material: Sterling silver and 316L stainless steel Best for: Heritage British design with affordable sterling silver pieces
Serge DeNimes (named after the French phrase that gave us “denim”) is a London brand using sterling silver and 316L across a classic British menswear catalogue. The aesthetic is closer to Craftd’s positioning but executed in sterling silver at the premium end.
Trade-off: smaller catalogue than Craftd, and the sterling silver pieces require occasional polishing to prevent tarnish.
See the Serge DeNimes review for the deep dive.
The "lifetime guarantee" you should actually read
The marketing line is “lifetime guarantee”.
The fine print is more specific. Across the category, most lifetime guarantees on plated jewellery cover manufacturing defects only, excluding normal wear, plating fade, and damage from use. So if a plated piece shows wear at the clasp after extended daily use, “lifetime” coverage often does not apply, because plating wear is classified as normal use rather than defect.
This is an industry-wide pattern, not a single-brand issue. Most UK men’s jewellery brands with a “lifetime guarantee” use similar exclusions. The clause is standard practice, but it means the marketing claim and the actual coverage are different things.
What category-standard guarantees usually cover: clasp failures within a short window, broken links from manufacturing flaws, missing pieces from shipment. What they usually do not cover: plating wear, cosmetic dulling, sizing issues, lost pieces, snapped chains from impact.
Before committing to a brand based on warranty marketing, read the actual terms on the product page or in the FAQ. For most buyers, a clearly written 12-month anti-tarnish warranty that specifically covers plating performance (Monrich publishes ours on every piece) is more useful than a generic “lifetime” claim with broad exclusions.
A practical filter: search the brand’s site for “plating wear” or “plating warranty”. If you can find clear coverage terms in under two minutes, the brand is being honest with you. If you can’t, treat the warranty as marketing rather than coverage.
The seven brands above cover different price segments and design philosophies.
How to pick the right alternative
The seven brands above cover different price segments and design philosophies. Use this short framework:
If you want the closest direct alternative to Craftd’s positioning (UK, plated stainless, classic British menswear, similar price band): Monrich
If you want sterling silver instead of plated stainless: Miansai, Hatton Labs, or Serge DeNimes depending on price band
If you want distinctive design statement: Vitaly (industrial) or Twojeys (gothic chunky)
If you want cheapest possible with mixed quality risk: Cernucci
If you want a premium piece you’ll have for a decade: Hatton Labs or Miansai
The Monrich Cuban chain range, signet ring collection, and bracelet range are the most direct same-segment alternatives if you specifically want spec-comparable pieces at lower effective price than Craftd.
FAQs
What's the closest UK alternative to Craftd London?
Monrich is the closest direct alternative for UK buyers: same UK manufacturing-and-design positioning, PVD-plated 316L spec comparable to Craftd, classic British menswear design, and lower effective price after BOGO. Cernucci is the closest competitor in scale and ad presence but with more variable quality across the catalogue.
Are sterling silver brands better than Craftd's plated stainless?
Different rather than better. Sterling silver is more precious by traditional valuation but tarnishes over time and is softer (more scratch-prone). PVD-plated 316L is more durable through daily wear, gym, and water exposure but doesn’t have the precious-metal heritage. Pick based on what you want from the piece.
Why is Monrich cheaper than Craftd?
Monrich runs a permanent BOGO promotion rather than seasonal flash sales, which lowers effective unit price across the catalogue. The material spec (PVD-plated 316L) is comparable to Craftd’s, so the price difference is positioning rather than spec downgrade.
Should I consider Monrich alongside Craftd entirely?
No. Craftd makes solid pieces at fair prices, especially their established catalogue items. The case for alternatives is that you may find better price-to-spec ratio (Monrich), distinctive design (Vitaly, Twojeys), or premium material upgrade (Miansai, Hatton Labs, Serge DeNimes) depending on your specific needs.
How long does PVD-plated 316L actually last vs sterling silver?
PVD-plated 316L is engineered for durable everyday wear. Lifespan depends on thickness, process, and aftercare, which is why Monrich publishes 1 to 2 microns on every piece. Sterling silver does not wear in the same way but naturally tarnishes over time unless polished, and develops a patina. Different materials, different aftercare routines.
Are all UK men's jewellery brands made in the UK?
No. Most UK men’s jewellery brands (including Craftd, Cernucci, Monrich, Hatton Labs) design in the UK and manufacture in partner facilities in Italy, Spain, Portugal, Turkey, or Hong Kong. “UK brand” typically means UK-headquartered and UK-designed, not UK-manufactured. Hatton Labs is one of the few brands that produces some pieces in Hatton Garden itself.
Built after wearing the others.
Different by design.
PVD-plated 316L. 1-2 micron thickness declared. 12-month tarnish guarantee in writing. Permanent buy one get one free across the full catalogue.
Browse Monrich → UK shipping 2-4 days / 30-day returns / no customs
