A new jewelry store called Ethan & Lara has started showing up online, and it’s getting attention for one big reason — the website claims “everything is free” during its autumn closing sale.
Shiny gold necklaces, trendy rings, and designer-style earrings are all marked at $0.00, with only shipping fees required.
Because these offers sound unbelievable, many shoppers are wondering: Is Ethan & Lara a real jewelry store, or is it another risky online site?
First Look at the Website
At first glance, ethan-lara.com looks polished. It talks about:
- A brand history dating back to 1996
- A mission focused on confidence and self-expression
- Thousands of happy customers
- Five-star reviews from cities like New York, Los Angeles, Chicago, and Houston
On the surface, everything looks safe and trustworthy. But when the investigation goes deeper, the details begin to raise questions.
Red Flags and Inconsistencies
1. The Domain Is Extremely New
The biggest and clearest issue is the domain age. Ethan-lara.com was only registered in October 2025.
A brand that claims to have been around since 1996 and to have thousands of customers should not have a website that is just weeks old.
This mismatch is a major red flag.
2. “Everything Free Storewide” – A Common Scam Tactic
Offering expensive jewelry for $0.00 is a move often seen on risky pop-up stores. These websites operate for a short time, collect payments, and then disappear or send very cheap items that don’t match the photos.
A real jewelry business cannot give away every item for free — not even during a closing sale.
3. Product Photos Appear on Other Low-Cost Sites
Several of the necklace and ring photos can be found on other cheap jewelry stores online.
This suggests the items may not be original designs, and the brand story about carefully crafted pieces may not be accurate.
4. Questionable Location and No Verified Presence
The site lists an address on Mission Boulevard in San Diego, but there is:
- No proof the store operates there
- No photos of a real storefront
- No business registration linked to that location
New websites often list attractive addresses to appear trustworthy, even if the physical store doesn’t exist.
5. Customer Reviews Look Too Perfect
The site displays many 5-star reviews from major US cities, but:
- None of them are verified
- There are no customer photos
- The reviews all sound generic
This is another sign of copied or auto-generated testimonials.
6. Customer Support Setup Looks Basic
The website shows long service hours and invites buyers to email info@ethan-lara.com, but new sites often use similar setups even when support is slow or unresponsive.
Final Verdict
Ethan & Lara has a clean website, a nice story, and beautiful jewelry photos, but the details do not match the promises.
A brand-new domain, “everything free” deals, unverified reviews, and uncertain location info all point to the same conclusion:
Shoppers should be very cautious with ethan-lara.com.
Before buying anything, it’s important to look for real customer photos, outside reviews, and safe payment options.
Extreme discounts like $0.00 jewelry are almost always a warning sign.