When high-end jewelers have unsold merchandise, rather than devote valuable case space to sale items, pieces are often moved to “inventory”—a seemingly mythical vault of baubles—or are sometimes repurposed by melting down pieces or re-using stones (though that is often a prohibitively expensive undertaking). Enter Ajaline.com. “This is the one category—fine jewelry—where they haven’t figured out how to go on sale,” says co-founder and jewelry industry veteran, Meeling Wong. “We’re saying the best way is to take it out of the case, out of the brick-and-mortar, and put it online.”

Aside from the pieces themselves, one of the most attractive elements is the incentive to refer friends: if they buy something within a year, you get a credit for five percent of the purchase price. Here’s hoping you know someone who is very interested in the Buccellati ladies Siriochron watch with pink diamond dial.

In the mean time, take 10 percent off your order through February 18th with code AJATAKE10. If you’re shopping for Valentine’s Day, orders placed before Thursday at 2 p.m. ET will arrive in time.