Brand Standards

What we expect from every brand we verify, and what we publish about them.

Identity & ownership

Real founders, named publicly. No anonymous brands, no purchased identities.

Materials, origin, and supplier list — published on your Eldvale profile and verified annually.

No fake discounts, no countdown urgency, no dark-pattern checkout. Price and value should match.

Editor-tested where possible. Brands that ship poorly made or misrepresented goods lose verification.

Returns, repairs, and aftercare handled humanely. Lifetime mending is a Eldvale favourite — not a requirement.