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 10 Questions to Ask your Jeweller Before you Buy





At CustomJewellery.com, our mission is to provide you with the jewellery of your dreams.

We believe that jewellery has the power to create memories, increase confidence and enhance lifestyles. Because of this, all of our products are personally selected by Keith Williams, a Graduate Gemologist, dealing directly with jewellery suppliers around the world to ensure the best quality at amazing prices.

CustomJewellery.com was created to meet the growing desire for consumers to buy quality, well-priced jewellery online. CustomJewellery.com is backed by Keith Williams and Williams Distinctive Gems that first began in 1981 in Burlington, Ontario, Canada. Keith is pleased to offer this convenient service to his thousands of loyal clients, as well as consumers around the world that will soon discover the importance of caring customer service and personal attention to detail.

We do not have a traditional jewellery store location. A selection of our products can be purchased online through CustomJewellery.com or appointments are available at our private offices and showroom in Burlington and Toronto. In addition to offering our inventory of quality jewellery, our expert staff can help you to design jewellery that is as unique as your imagination… truly one of a kind! Learn more



Keith's experience in the trade is hard to equal.

  • Studied in residence at the prestigious Gemological Institute of America (GIA) 
  • Apprenticed at Canada's largest diamond wholesaler in early 1982-1984 (Baumgolds) 
  • Office Manager of Canada's largest diamond importing office during mid 1980's (Fabrikant) 
  • Keith continues to take up-grade courses offered by GIA and travels the world to trade shows to improve his knowledge. 
  • Member of Canadian Jewellers Association 
  • Member of GIA Alumni Association 
  • Chamber of Commerce member 
  • Actively involved in the community and its various charities


Diamonds are unique - As each human being is different, no two diamonds are alike. Each is a separate creation of nature with its own characteristics of quality and colour. With this in mind, we believe that each product should be priced individually, taking all the qualities of the stones and the cut into consideration. This ensures you are getting the best quality, at the best price.



“All of our family and many friends buy from Williams Distinctive Gems. The service and quality is superior. Try Keith Williams and you will come back"

Susan & John Mayberry - former CEO of Dofasco


"Jean and I have been doing business with Keith for almost twenty years. He is a superb designer of jewellery that matches the best in the world."

Ken & Jean Harrigan - past chairman & CEO of Ford Canada



Keith Williams is a generous supporter of various charity and fundraising organizations in his community.   To help facilitate this support, the Gem of a Partnership program was developed.  Find out more...

Keith is also involved with The Ride to Conquer Cancer benefiting The Princess Margaret Hospital.  It is a cycling journey from Toronto to Niagara Falls - a distance of over 200 km., which Keith and his wife participated in again this year and raised over $35,000! Learn more and support the cause
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