Edit to add: while the ring is mass-produced, she “antiques and darkens it” herself.
Etsy Seller Ballyhoo Jewelry ( http://www.etsy.com/people/BallyhooJewelry ) mentioned in the forums that she was getting custom jewelry requests on Facebook as a result of her Heartsy sale. The only custom request I saw was for this item:
Tried searching two necklaces from her shop and they popped right up:
She’s been going on in the forums about profit made via her Heartsy sale. Unfortunately, even with the low cost of her rings and “supplies” courtesy of Alibaba – the numbers don’t add up.