82% matchVITALY
Recycled stainless chunky chains at accessible prices
What changes: Genderless minimal design, no apparel/skate goods
Brand profile
Hard Jewelry
Founder-owned Ogden, Utah label making affordable steel and sterling silver goth-street chains and rings, plus apparel and skate goods.
OgdenOrigin
UnisexFocus
StreetwearStyle
$$Price
3 brands like Hard Jewelry like VITALY, Serge DeNimes, Justine Clenquet →
What to know about Hard Jewelry
Stainless steel and .925, priced low
Chains, rings, bracelets and pendants come in stainless steel or solid sterling silver, pitched as an accessible option next to heavier silver jewelry houses.
Goth-street graphics, not delicate minimalism
The design register is graphic and heavy — punk and goth cues aimed at streetwear wearers rather than fine-jewelry shoppers.
It sells clothes and skateboards too
Beyond jewelry the range includes varsity jackets, chain-link windbreakers and a branded skate deck, so browsing goes past accessories.
If you like Hard Jewelry
82% match
78% matchSerge DeNimes
Founder-led 925 silver with a streetwear clothing line
What changes: London indie-rock register rather than goth-graphic
66% matchJustine Clenquet
Punk-glam chokers and chains, plated not solid silver
What changes: Plated brass, Paris fashion styling, no apparel
Brand facts
Hard Jewelry is an independent jewelry and apparel label founded in 2017 by William Velazquez, who started it from a basement in Ogden, Utah and later brought family and friends into the business. It sells stainless steel and solid .925 sterling silver chains, rings, bracelets and pendants in a graphic goth-street register, positioned as an accessible alternative to heavier silver houses. The range extends into apparel and skate goods, including varsity jackets, chain-link windbreakers and a branded skateboard deck. The company remains founder-owned with roughly 11-50 employees.
- Founded
- 2017
- Origin
- Ogden, United States
- Made in
- USA
- Price
- $$
- Focus
- Unisex
- Facts checked
- August 2026
- Styles
- Streetwear, Minimalist / Contemporary, Punk / Grunge / Goth