Crystals, Rocks, Minerals, What Exactly Are They?

What exactly is a crystal, rock and a mineral?  This is something that many people struggle to answer when asked and I hope this article makes things a little clearer.  As someone who has no specific qualifications in this field but who is genuinely passionate about it, I have tried to keep this article interesting and have written it in a way which I hope you’ll find easy to understand.

During a recent trip to London’s Natural History Museum, I spent almost three hours looking at crystals, rocks and minerals and would have gladly spent another three hours doing so had it not been for the fact that my companion found the exhibits exceptionally boring. Whilst I fully appreciate that rocks and minerals may not be the most exciting objects to look at in a museum, for me they’re the main attraction.  People love looking at sparkly gems and diamonds and wherever they’re displayed you’ll find hoards of people but minerals on the other hand, can for some be visually uninteresting and their primary purpose is to demonstrate the Earth’s mineral-forming processes and the varying arrangements of atoms which is why the mineralogy section of a museum is almost always empty.

Despite not being overly popular, crystals, rocks and minerals are the building blocks of our planet and they’ve been collected, used and enjoyed by humans since the dawn of time. During my travels around the world in search of rough and polished minerals to buy for my business, Stone Mania, I always take a day out to visit a museum and have over the last twenty years or so, seen some truly magnificent collections.  Although we’re surrounded by rocks and minerals in one form or another almost every day of our lives, trying to explain exactly what they are is no easy task.

The study of crystals is known as crystallography, the study of rocks is petrology, minerals is mineralogy and gems is gemmology. Geology is the study of the Earth, its history, the rocks of which it’s constructed, their structure, where they came from, how they have changed over time and how they continue to change.  These subject matters are all related to science and the one thing they all have in common, is crystals, rocks and minerals but what exactly are these strange inanimate objects?

Minerals are made up of naturally occurring solids which are inorganic meaning they do not contain any living matter.  To be correctly classified as a mineral it must also be crystalline which means it contains a microscopic and well ordered arrangement of atoms that form a repeating three dimensional crystal lattice which makes up a solid body known and that’s known as a crystal. The specific arrangement of atoms is known as the crystal structure and the process of crystal formation and its subsequent growth, is called crystallization.  Crystals can be large enough to be seen with the naked eye or so minute that they can only be seen through a powerful microscope but irrespective of size, they all have one thing in common which is they’re all made up of a symmetrical, three-dimensional arrangements of atoms.  Crystals are classified according to their individual crystal structure because the manner in which atoms are arranged in a crystal, is not always the same.

Some minerals have the ability to crystallize in more than one way and the result of a different crystal structure will be a different mineral.  For example pyrite and marcasite are both identical in that they’re iron sulphide (iron and sulphur) minerals but the one you end up with totally depends on which crystal structure is present.

When a mineral-like substance is not crystalline (lacking crystal structure), it’s more correctly known as a mineraloid and examples include amber, jet (a very compact form of coal), shungite, opal and pearl to name just a few.

Most minerals are chemical compounds which means they’re made up of two or more chemical elements.  A chemical element is a substance which contains just one type of atom, if more than one is present it’s known as a compound. An element can either be a solid, a liquid or gas.  Although most minerals contain two or more chemical elements some such as copper, sulfur, gold and silver occur as a single element meaning they only have one type of atom.

The exact number of minerals which are known varies from 2,722 to 6,500 depending on the reference that you read.  Some of the most common which are found in rocks at the Earth’s surface include quartz, feldspar, mica and olivine.

Rocks can be made up of either a single mineral or a variety of different ones and unlike minerals, they do not have a fixed composition or an ordered arrangement of atoms (crystal structure). Certain minerals and groups of minerals are present in some rocks in greater abundance than in others and a few contain no minerals at all. Coal is classified as a rock yet it’s made up purely of decayed vegetation. Rocks are classified into three different groups, igneous, sedimentary and metamorphic and together they form the building blocks for our planet.

Igneous rocks are formed when molten rock or magma solidifies and they’re either classified as extrusive or intrusive depending on whether the magma had emerged onto the Earth’s surface or not before crystallizing.  Magma and lava is exactly the same the only difference being magma is molten rock beneath the Earth’s surface and once it’s been spewed out by a volcano, it becomes known as lava.

Basalt and granite are both igneous rocks, basalt makes up the vast majority of the ocean floor and is produced through the eruption of underwater volcanoes, granite is formed by magma which solidifies deep underground and makes up the majority of the continental crust which is the layer of rock that forms the continents. Some granite in Australia is believed to be four billion years old however rocks of this age are difficult to date accurately because of the extent that they’ve been altered by the environment. Obsidian is also an igneous rock which is natural volcanic glass and forms when lava solidifies so rapidly that crystals do not have a chance to grow hence it’s not crystalline (no crystal structure present) so is correctly identified as a mineraloid.

Metamorphic rocks are formed when intense heat and pressure changes the composition and arrangement of minerals within an existing rock and the process may also change its appearance and texture. Metamorphic rocks do not melt, they undergo a physical change due to extreme heat and pressure. Rocks that melt go on to form igneous rocks.  Garnet is a mineral that’s produced through the metamorphism of basalt and marble is produced through the metamorphism of sandstone which is a sedimentary rock.

Once rocks and minerals are exposed to the Earth’s surface they begin to weather and erode and in doing so, they break down leaving nothing more than sediments.  Over time these sediments are carried mainly by water and as they’re redistributed, a process known as cementation takes place and over time, sedimentary rocks begin to form.  The structure of a sedimentary rock is usually layered and will often include fossils which are the remains of marine plants and animals. Some of the best known sedimentary rocks include sandstone, rock salt, clay and limestone.

So in brief, crystals are made up of repeating groups of atoms and are the basis for minerals, minerals make up rocks which are grouped into three main types and rocks are the building blocks of the incredible planet that we live on.

To view our collection of crystals, rocks and minerals, why not drop by and have a browse through our website, Stone Mania.


Lumina Jewellery – Caught Red Handed

It may surprise you to know that there are companies out there who have absolutely no interest at all in creating a personalised website for their business that’s unique and tailored specifically to their own needs but who are instead, happy to steal design ideas and complete pages of content from other businesses.  That’s exactly what Lumina Jewellery which is run by Sara and Picky Saund did, they came across Stone Mania at least five years ago and decided that what we had created, was everything they wanted for their own business so set about taking as much from us as they possibly could. Purely by chance, I happened to land on their website a few days ago and this is what I found.

Let me start off by explaining something called plagiarism, this is the practice of taking the work or ideas of someone else and passing them off as your own.  Sadly some people feel this is perfectly acceptable and believe that due to the size of the internet, they’ll never be caught.

I have written about plagiarism many times over the years in various blogs but the focus of my articles has usually been about the accuracy of information that you read online in relation to crystals, rocks and minerals which is my business and my hobby.   Usually when someone plagiarises an article they will try and disguise the fact that the work is not their own by changing some words or adding in or removing a few lines.  By doing this facts and accuracy often become confused or lost and once the amended version is published, there’s a good chance it will be plagiarised again and the process of making it look like an original piece of work will then be repeated.  As this cycle continues, the article will shift further and further away from how it was originally written.  Plagiarism violates Google’s guidelines and procedures are in place to ensure those who are caught are punished and this will usually be done by the offending pages being taken down or even the entire website being blacklisted.

Lumina Jewellery like Stone Mania sells ladies gemstone pendants and some of their designs are quite similar so having landed on their website, I was curious to find out more about them.  The first page I clicked on was their Order & Returns policy because I had written a page for my website with exactly the same name.  I could hardly believe what I saw when the page loaded, this was MY Order & Returns Policy, the page that I had written for my website.  Almost nothing at all had been changed except of course for the company name which had been changed from Stone Mania to Lumina Jewellery.  I had written this long and detailed page back in 2003 when I built my website and it had been in place until about five years ago when the site was redesigned and updated.  At that time I also updated many of the information pages including Terms & Conditions and the Order & Returns Policy so I knew they had copied it at least five years ago.  I then noticed they also had a page called Shipping Policy which wasn’t a particularly unusual title but upon opening it, that too had been plagiarised and no changes at all had been made to that page either.  A third page called Our Photos which explained how we took photos for Stone Mania’s website had also been copied but that had been reworded in places.

The very detailed Order & Returns Policy on the website of Lumina Jewellery and they’d even kept our hyperlinks in place!



And the original page on Stone Mania


And then the Shipping Policy on Lumina Jewellery’s website

And the original on Stone Mania


This is their version of the page from our website called Our Photos


And this is the original


I then began noticing how the design of their website was strangely similar to Stone Mania before we had it redesigned and updated in 2013.  It had been some time since I’d seen the last version of our website so I asked the guy who hosts my site if he could dig out an old copy and upon doing so, it confirmed my suspicions, they had based the design of their site on ours.  The company name and logo was in the top left corner, they had a shaded bar featuring links to various pages, a large rotating banner which featured photos of their jewellery, the search box, shopping cart and tag line were all in the same place as they were on an even earlier design of our website but that was too far back for me to be able to obtain a copy.  There were just too many similarities for it to be coincidental.  The colours that they’d used, purple and yellow were almost the same as the lilac and yellow that we had in two of the octagon shapes in our logo, as it was back then.  Their logo which sits to the right of their company name, the one that’s also a kind of octagon shape, where did the idea for that design come from I wonder?



The original Stone Mania logo that was on our website until we had a new one designed in 2009. Two of the colours that we used were yellow and lilac


Even their tag line, “The natural beauty of gemstones combined with creative use of silver to breathtaking effect” although terrible, bore an uncanny resemblance to a tag line that we use in relation to our gemstone pendants “Transforming magnificent gemstones into breathtaking pieces of jewellery”.  The ladies rings on their website were organised into size groups which was very unusual to see online but it’s something that we used to do when we sold rings, they even had a section called “Stone Directory” but instead of writing about each gemstone individually, they just put a long list of gemstone names there.  Obviously they hadn’t managed to copy all the pages from the Gemstone Directory on my website yet!

This is a screenshot from one of my forum posts from 2009, it shows the tag line that we used to use before it was removed when we adding crystals, rocks and minerals to our collection.



I was just stunned that anyone could be so audacious, designing and building an online business takes a huge amount of time and effort and since being launched in 2003, we’ve put an enormous amount of work into our website and business as a whole and continue to do so on a daily basis.  We work hard to ensure ideas are original and that our site is well maintained and most importantly, that it’s kept up to date with new technology. Clearly Sara and Picky Saund of Lumina Jewellery feel there’s no need to go to such lengths when they can steal designs and information from another business and better still, one who has a very similar product.

I also discovered that Lumina Jewellery move around the country doing shows and fairs like Stone Mania did before we decided to trade solely online and then it occurred to me, I had seen their stand at a few different shows when I had returned in later years as a visitor.  It caught my attention because in all the years I had been trading, I had never seen a display of gemstone pendants and rings quite as large as ours, it was what we specialized in and until 2011, we sold little else.  The pendants on our large display boards always attracted plenty of attention and our regular customers recognised our stand as soon as they saw them.  The other thing that surprised me was how similar the set up of Lumina Jewellery’s stand was to Stone Mania.  I’ve seen them at three different shows, a circuit market in St Albans, one of the Rock n Gem shows and also at Winchester Christmas market and needless to say, I had traded at all three of those venues for many years.  I had even spoken to Picky in Winchester and commented how similar some of his pendants were to mine.  I could see their pieces were made in Jaipur in India just like ours were but there was a significant difference in the quality of the silver and craftsmanship.  They were basically made in the same way that ours were when we first started buying in India many years ago but we had come a very, very long way since then.

Out of curiosity I then searched for their Facebook page and guess what?  This is a screenshot from one of their pages, I have erased their photo due to data protection.

I wonder where they got the idea from to take photographs of loose gemstones before they were mounted into pendants and rings?  In 2007 we had many photos like this on our website that we had taken whilst buying stones.


This is another photo from Lumina Jewellery’s Facebook page, it’s them I assume with their suppliers choosing labradorite for their collection.  Nice stones!



But hey, wouldn’t you know it, we had a photo just like that on OUR website and it’s still there today!  This is US choosing labradorite for our collection, but those are not our hands, they’re our suppliers, I’m taking the photograph!  (I’m just trying to be funny!) The above photo was not taken by me so it’s their own photo unless they’ve stolen it from someone else which is a very good possibility.  Is this yet another coincidence?  You decide.


Here’s a nice photo of their stand at the Royal Berkshire Show, we used to do all the county shows around the UK as well.  Those boards full of pendants look very familiar as do the trays of rings on the counter and the display case in front of the board on the right side.  Nice black table cloth and I like the drapes behind the counter.  Wonder where I’ve seen that set up before?

Oh yes of course, we have boards just like that and we also had a huge selection of rings on our stand for people to try on.  This lovely photo was of our chalet at the Winchester Christmas market with our newly made boards and display cases.  I think it was 2006.



And this was Stone Mania at one of our very early shows back in 2003 or 2004, that’s quite some time before Lumina Jewellery started trading.  Looks very similar to their stand don’t you think?  Note the black cloth and I much prefer the drapes Lumina Jewellery has behind their stand to ours!!   Another coincidence?  I wonder……


Soon after landing on Lumina Jewellery’s website I filed a DCMA (a copyright infringement notice) with Google, plagiarism violates their guidelines and all such pages are reviewed and usually removed and permanently blacklisted.

I also sent an email to Sara Saund of Lumina Jewellery confronting her about what I had found on her website but needless to say, she didn’t reply.  What she did do very quickly though was remove the plagiarised pages and now they look like this




Sara probably thought having quickly deleted the pages, Google would no longer be able to find them and nor would I, however erasing a page from the internet does not mean it can no longer be found, especially once it has been cached.  Google takes regular snapshots of pages of a website and they’re dated and stored until it crawls them again to take a more recent snapshot.  I took these screenshots after Sara had deleted the pages so they may not be on her website anymore, but they’re still available to view through Google.




Sadly there are people out there who think it’s absolutely okay to plagiarise others’ work and many believe they’ll never be caught.  I have to say I’ve never heard of anyone stealing pages to put on their website that have been written specifically for another business to explain policies and procedures and literally not change a thing other than the company name.  To be honest I find that really weird.  Clearly Sara and Picky found us online, probably after seeing our stand at a show or in a market and decided our business model was exactly what they wanted for themselves so instead of using their own ideas and doing research to create a unique business that they could be proud of, they just copied everything from Stone Mania.  I can only assume they believed with the internet being so vast, they’d never be caught but that shows just how naive they really are.

Stone Mania has come a very long way since the company was established in 2002 and we owe everything that we’ve achieved to many years of very hard work, absolute dedication and possibly most importantly of all, an unwavering desire to succeed at building a unique and successful business.  As it’s plain to see from this article and the accompanying photos and screenshots, Lumina Jewellery have been caught red handed and don’t deserve to have a business at all.  One thing I am really curious about however, is did they even have a jewellery business before discovering Stone Mania or did they steal that idea from us as well?

My closing comments are simple, if you have information online that you want to keep safe, use a programme like copyscape regularly to ensure people don’t plagiarise your work especially considering these guys will now be on the lookout for new material for their website.

And most importantly always remember, Karma works in mysterious ways.

Karma – the spiritual principle of cause and effect where intent and actions of an individual (cause) influence the future of that individual (effect).  Good intent and good deed contribute to good karma and future happiness, while bad intent and bad deed contribute to bad karma and future suffering


Shungite and Crystal Healing

Like many rocks and minerals on this magnificent planet, shungite has been around for a very, very long time, over two billion years in fact and it’s known to contain something called fullerene which is the only molecular form of carbon. Shungite has the ability to purify water and some people have reported health benefits from using it.  Along with many other crystals, rocks and minerals, shungite is widely used for its curative powers which brings about the question, do crystals, rocks and minerals really have magical and mysterious properties or is it just a load of old bull?

I believe that the authenticity of crystal healing is something that each person has to decide for themselves and nobody should ever ‘poo poo’ something simply because they don’t believe in it. Anyone who has used crystals or experienced crystal healing will have a different story to tell and whilst some will fob it off as rubbish, others believe in it wholeheartedly.  I’m very open minded about the subject of crystal healing but it’s a topic that I’m also particularly interested in not only because crystals, rocks and minerals are my business, but also because they’re my passion and a significant part of my life.

Minerals may well have some kind of energy or healing benefit that we have not yet come to understand and it’s worth bearing in mind that all living creatures which includes us, need to ingest certain minerals in order to stay healthy.  They’re also present in many of the foods that we eat, the creams that we apply and medicines and vitamins that we digest so how can we say with confidence that shungite for example, does not have curative or holistic powers?  Could it be that we just don’t fully understand these curious objects because the human race hasn’t yet evolved sufficiently to allow us to be able to see them in a different light?  Shungite has been around for two billion years whereas the human race has only been here for about two hundred thousand so in the grand scheme of things, we’re still pretty young and it’s highly likely that many things on this planet are still way beyond our comprehension.

Alternative medicines and healing practices have been around for thousands of years and in some parts of the world, they’re still used extensively today.  Conventional medicine on the other hand is still relatively young but with all the wonders that it brings, we still cant even cure the common cold.

There is ongoing research being carried out relating to the effect that shungite has on slowing down the HIV virus.  That said, nobody in their right mind is going to use shungite instead of their antiretroviral drugs however it is possible that in years to come, it may well be used as part of HIV related drug therapy so there’s no harm in keeping an open mind about what else this curious mineraloid may be able to do.

The point I’m trying to make is that we’re very quick to pass things off that we don’t fully understand as being nonsense yet our world has been around for over four billion years and modern civilization as we know it is just a few thousand years old so we still have so much to learn about our planet, its resources and what everything does.

I work with crystals, rocks and minerals because I have a genuine interest in them, they make me feel happy and I love being around them.  I am certainly not in a position to say conclusively whether they have any guaranteed health benefits or that a particular stone will bring luck or change your life for the better but what I can say, is keep an open mind and think of the placebo effect.  There is evidence which confirms that people with certain ailments or conditions respond positively when given a placebo which they believe is going to help them and this certainly confirms the power of mind over matter and the theory that if you believe in something hard enough, it may actually work but if you don’t, it won’t. On the other hand however, could it be that like medicines, certain crystals only work with certain people and not all of them have the same effect on everyone?

When experimenting with alternative or holistic therapies such as crystal healing, never stop taking any prescribed medication but there’s absolutely no harm at all within reason, of trying something that you believe could benefit you in some way.

Since launching Stone Mania in 2002 I have read extensively on the subject of crystals, rocks and minerals and the powers they are believed to have.  I’ve heard countless stories from people who swear by them and who feel their energy and almost as many from those who think crystal healing is a load of codswallop.  Of course I take some of what I hear with a pinch of salt but you cannot dismiss everything and I also have some of my own experiences which I cannot fully explain. What I do know is that there are so many beautiful crystals, rocks and minerals on this planet and shungite is just one of them so let’s enjoy these colourful and fascinating natural objects for what they are and if they have additional curative powers, all the better.

The history of shungite and what is known about it so far makes really interesting reading and if carrying this mineraloid makes you feel happier, less stressed or just comfortable, then what harm can it do?

Just food for thought.


Shungite is a rare and relatively unknown material which comes exclusively from Russia and having discovered it, we’re now completely fascinated by it.  Rough shungite is a lustrous material which is also surprisingly light weight and it has a black residue similar that of coal.  Due to its rarity, stones can be quite expensive and as with all natural minerals, there are different qualities.  We first bought shungite for our collection from one of our regular suppliers in Cape Town but upon returning to the UK, started researching this strange and unique material in more depth.  The stones that we bought back with us sold quickly and hence we bought more during our next visit.  Once again they didn’t last long so we started looking to see whether we could buy our next parcel of shungite directly from the source in Russia where it’s mined.

After extensive and sometimes difficult communication by email, we eventually found a reputable supplier and following the arrival of a couple of low grade parcels, we received two large boxes of elite shungite.  This is the finest grade of material that’s available and these pieces were of a higher grade than the stones we’d bought in Cape Town and better still, they were also slightly cheaper.

Shungite is known to be at least two billion years old and for mineral enthusiasts like us, it’s quite exciting to be able to hold something that’s been around for so long.   The elite grade of shungite in particular is highly sought after by crystal healers for its curative powers and is known by some as the ‘miracle stone’ and ‘stone of life’.  Whilst there may be a degree of scepticism surrounding the effectiveness of crystal healing and the energies that crystals, rocks and minerals are believed to hold, many people swear by this holistic therapy and as has been proven time and time again, if a placebo pill can have a positive therapeutic effect on someone’s well-being, why shouldn’t the power of crystal healing be just as effective for those who believe in it?

With that said, who can say for certain and without any doubt that the crystals, rocks and minerals that are the building blocks of our planet and many others as well, do not have genuine mysterious powers?  Having dealt with these beautiful and magical objects for much of my working life, I am very open minded to their healing abilities and have heard many stories about the way crystals have impacted on people’s lives both in a positive and negative way.  I’ve also also had a few experiences of my own and one thing I can say for sure is that these fascinating objects make me feel calm and content, they lift my mood, I love looking at them and working with them and even just being around them and if that’s not enough proof they they have some kind of strange and magical power, then I don’t know what is.

I currently have three amazing pieces of elite shungite in my personal collection of rocks and minerals but am always tempted to add a few more each time a new parcel of stones arrive.

More information on this rare and intriguing mineraloid can be found in the “Minerals” section of our website.



Blue Topaz

Blue topaz is a popular blue coloured gemstone which is usually faceted for use in ladies jewellery, it’s also one of the birthstones for the month of December with the other being turquoise.  There are three varieties of blue topaz, Sky, London and Swiss and the shade of blue that each exhibits is slightly different.  Sky Blue topaz is the lightest of the three and possibly the most well known and it can occasionally be mistaken for aquamarine.  The London and Swiss blue varieties are a much deeper colour and because they take longer to treat, they can also be considerably more expensive.

Whilst natural blue topaz is available, it is extremely rare hence the vast majority of stones are heat treated in order to obtain the colour of choice.  In fact most natural topaz tends to be clear and only once heated does it begin to change colour.  As well as various shades of blue, topaz can also turn pink and yellow and each colour or shade of colour is determined by the the type of treatment the stone’s exposed to and also the specific temperature.

Although the variation in colour in blue topaz is minimal within each of the three blue varieties, finer grade stones will clearly be more spectacular and the difference between a lower grade and finer grade stone will be easy to see even by those with minimal expertise in this field.

The heating of gemstones is nothing new and it’s a process that has been around for thousands of years.  It would be pretty accurate to say that some of the heat treatments that are used are as old as the gem trade itself. Pliny the Elder [23-79 AD] ancient Roman author, naturalist and philosopher wrote about “giving crystal quartz the colour of emeralds” and “how to change one gemstone into another” which is a reference to the artificial colouring of natural gemstones.

The application of heat in a controlled environment will enhance or change the colour of many gemstones.  Different treatments are used for different stones and whilst some may see this as cheating, many of the world’s finest rubies, sapphires and emeralds have been heat treated to enhance or change their colour.  A ruby which has not been heated is considered to be extremely unusual.  Amethyst is another stone which is often heated in order to enhance or change its colour and due to the fact that natural citrine is so rare and hence expensive, the vast majority of this yellow coloured quartz is actually heated amethyst.

Stone Mania is a London based mineral dealer who imports, wholesales and retails crystals, rocks, minerals and ladies gemstone pendants from Africa, Asia and the USA.

Suspect Reviews Online

Having already written about the black hat SEO techniques used by Dave Adamson of SEO Juice Australia (seo juice .net) and his subsequent bare faced lies which served no purpose other to further infuriate me, I was interested to see three reviews of his company which have recently popped up on Twitter.  Sadly because the Operations Manager at SEO Juice, Ally Church has already written at least two sparkling reviews that I know of on the company masquerading as a customer which she then posted in the Warrior Forum claiming they were written before she worked for the company, it’s pretty hard to trust anything that is now written about them.

From my own experience with SEO Juice and Dave Adamson in particular, I would suspect any reviews on this company that refer to them in a positive light are probably fixed.  I signed up with them in good faith, all email correspondence between Dave and myself during the period we worked together was friendly and I went to him to take advantage of the SEO services that he offered.  When I terminated my agreement after not seeing any improvement at all after almost seven months, only then did things become very unpleasant.

If you make guarantees in black and white to refund money if certain results cannot be achieved and you do this time and time and time again both in forums and on your own website, surely you need to honor this when the work you have been doing has clearly not paid off.  Furthermore if you out-source work to India and it’s then brought to your attention that they have been using black hat SEO techniques which have caused significant damage to your customer’s website, just apologize and help put things right!  Why on earth would you deny that your company had built these spammy links when you have already sent them the URL’s in your monthly report and even worse, then tell bare faced lies to try to pass the blame on to your customer for there not being ANY improvement in search engine ranking?

I’m pleased that I have been able to substantiate what happened between SEO Juice and myself by producing actual screen shots of email correspondence between Dave Adamson and myself and forum postings because this confirms undoubtedly, what a liar and a cheat he actually is.   There are many, many genuine companies out there who work tirelessly to promote themselves online in a good light but sadly there are just as many who absolutely cannot be trusted and I feel it’s really important to highlight these cowboy companies so that other businesses do not get taken in by them in the way that I was.

SEO Juice is a search engine optimization company run by Dave Adamson and they’re based in New South Wales in Australia.  If you value your online business and want it to succeed in the eyes of Google, then I would definitely avoid this company and take the promises that they make on their website with a pinch of salt.

Warrior Forum Protects SEO Scammer

Although I have never been one to post in forums or contribute to threads, I do enjoy reading them and believe they’re a great way to gain knowledge and to see different people’s point of view.  As the owner of Stone Mania, an online business who deals in crystals, rocks and minerals, I have always been particularly interested in threads which relate to SEO. Search engine optimization is extremely important for any website to succeed and although there are plenty of legitimate companies out there ready to help you to achieve decent rankings the right way, there are also plenty of scammers of which SEO Juice owned by Dave Adamson is one.

I have a pretty good knowledge of SEO having been working with it for over fifteen years but I don’t always have as much time as I’d like to invest in my promoting my website. With Google continuously modifying its algorithm it’s important to stay on top of things and to do that, a significant amount of time needs to be invested in any online business.  Google is not stupid and there’s no short cuts to a page one ranking, if you want to be in that privileged position, you have to put the work in and slowly you’ll start to see the results.  It’s also vital that only ‘white hat’ SEO techniques are used and these are techniques which are recognized and approved by the search engines, ‘black hat’ techniques on the other hand go against all of their rules, policies and guidelines.  These prohibited and very aggressive strategies will undoubtedly result in your website tumbling like a rock before finally being banned and you can rest assured that before long, your online business will begin to fail.

Writing quality articles and building strong and relevant links to promote your website is part of what good white hat SEO involves but this can be extremely time consuming.  As a result many of us look towards SEO companies for help and this is where things can become more complicated.  Although there are many legitimate SEO companies out there, there are also many like SEO Juice who will all too readily use black hat techniques whilst telling you they’re doing exactly the opposite.  You would have thought that a well established forum such as the Warrior Forum, would certainly not want any such company using their space to attract unsuspecting customers, but in fact this couldn’t be further from the truth.

One of the oldest rules in SEO is avoid companies at all costs who make guarantees of page one ranking as Google is far to clever to allow anyone to get the upper hand by taking short cuts.  Every online business wants to be on page one of Google for its most relevant keywords so if a company could guarantee that, we’d all be using them!  Having said that, even those of us who are very well aware of this sometimes get caught out.

I first came across Dave Adamson of SEO Juice in his Warrior forum thread in which he made these very guarantees.


Originally posted 19th May 2011

Originally posted 19th May 2011


The advert which was first posted on 19th May 2011 made many promises and guarantees which immediately made me very wary so I didn’t use his company on this occasion and went elsewhere.  Sadly after a few months, I wasn’t satisfied with the company I had chosen so started looking once again and soon came across a second thread posted by Dave Adamson in the Warrior forum dated 4th July 2012.  The actual promotional part of the thread was exactly the same as the first one I’d seen and again repeatedly made guarantees that SEO Juice would achieve top five ranking for at least one of your keywords or your money back.


Guarantees from SEO Juice

Guarantees from SEO Juice

Despite being wary, I really wanted my business to improve in ranking so read both threads in full and Googled SEO Juice to see what else I could find out about the company.  Many questions had been posted on the thread in the Warrior Forum and Dave answered them all courteously and in a timely manner.


4July12 work for free


Finally I decided to give them a go thinking if nothing came of it, I could always move on and look elsewhere so I didn’t think I had anything to lose but little did I know!

Not being a member of the Warrior forum at the time and not wanting to join solely for the purpose of getting in touch with Dave Adamson at SEO Juice, I emailed him directly through his own website and after a friendly exchange of emails, I signed up to one of their plans.  After six months of being with them I saw absolutely NO improvement at all in ranking or traffic to my website despite them working on just six keywords all of which were not particularly competitive.  In fact traffic and ranking both fell dramatically month after month and despite contacting Dave regularly to voice my concerns, he used every excuse in the book from my website not being on a suitable platform, the site was written using ‘sluggish code’, website response speed was slow, my keywords were too broad etc, etc.

When I finally started talking about terminating my agreement with him he didn’t show any interest at all in continuing to work with me nor did he offer me any money back.  Having instructed another SEO company to take over from him, I quickly began to discover how much damage he had caused over the last six months to my online business.  He had been farming work out to India and they had been using all kinds of black hat SEO techniques including building spammy links back to my site and taking various snippets of text from my home page and pasting them randomly in hundreds of different forums.  They’d also been building one sentence links which made little or no sense at all and linked them back to my website using the agreed keywords.  All of this was the reason Stone Mania was plummeting down Google’s rankings yet each time I asked Dave why the site wasn’t doing well, he came up with another bare faced lie.

Armed with this new information I contacted Dave Adamson at SEO Juice and he absolutely denied everything and kept repeating that all work that had been done on my website was white hat SEO.  When I sent him the URL’s that he had sent me each month in my monthly report which clearly showed that hundreds and hundreds of spammy links had been built, he changed his tune and offered to refund part of my money although he claimed it was the full amount that I had paid.  He also asked that I not write any bad reviews on his company and the settlement would bring the matter to a close.  As I continued to push  for the full $2,628 that I had paid over six months, he became increasingly irate and asked that I stop harassing him.  Quickly realizing that this wasn’t going to get me anywhere, I signed up to the Warrior Forum and started posting on SEO Juice’s own threads giving my opinions of his services but these were all quickly deleted by forum moderators.

Original Review


Initially thinking my comments may have been deleted because they linked to my own blog  which is where I had written in greater detail about my experience with SEO Juice, I re submitted my comments without links but all were quickly deleted yet again.  Dave Adamson continued to accuse me of harassing him and even after I spoke to one of the moderators of the forum and offered to send him emails of the communication which took place between the two of us to confirm I was telling the truth, he still wasn’t interested and continued to allow SEO Juice to post in the forum and I was barred.  I also advised him that I had found two phony reviews written about SEO Juice by their own Operations Manager, Ally Church but he claimed they could have been written as she claimed, before she worked for the company.  No matter what I did to try and highlight that Dave Adamson was a liar and a cheat who is prepared to do whatever it takes to get business, from Warrior forum members, my complaint fell on deaf ears.

Personally I suspect that SEO Juice pays decent money to the Warrior forum in order to be able to post such adverts and as a result, they don’t wan’t to lose them as clients even if that is at the expense of people who use their forum.   It’s blatantly obvious that everything that Dave Adamson is doing to attract business, points towards him being an SEO scammer and the catastrophic results and subsequent penalty notice that I received from Google relating to SEO on my website, further confirm this.

If you still aren’t completely convinced that SEO Juice are a company to avoid, you can see all of the email communication that was exchanged between Dave Adamson and myself right here

There are several posts in my blog which go into great depth about what exactly took place during the seven month period that I used this company.  I would strongly recommend that if you are considering paying to have SEO carried out on your website, you read the emails very carefully and then decide whether SEO Juice run by Dave Adamson is a company you would trust with your online business.