Online outrage grows after pricey necklace divides shoppers: 'It's wild'

The internet never forgets, but it's remarkably quick to judge. When a small Northern Beaches jewellery business went public with claims that an unnamed influencer had scammed them out of a $360 necklace, social media users didn't wait for facts—they immediately started pointing fingers.

What followed was a perfect storm of online vigilante justice that left one of Australia's most polarising media personalities in tears, defending herself against accusations she never should have faced.

The case of the missing necklace

Luna Rae Jewellery, founded in 2019 and situated in the heart of Sydney's Northern Beaches by husband and wife duo Amy and Chris Bradley, creates minimalist fine jewellery inspired by coastal Australian life.

Earlier this year, they found themselves in an unfortunate situation when an unnamed social media influencer ordered their Spirit Element Necklace—a $360 piece crafted in diamond and gold.

According to Luna Rae's social media account, the drama unfolded when the influencer later claimed the postal parcel never arrived and successfully charged back the payment, receiving a full refund.

The plot thickened when Luna Rae spotted the influencer wearing what appeared to be their necklace in subsequent social media posts.

Their social media video explaining the situation has racked up 1.5 million views, sparking a digital guessing game that quickly turned nasty.

When speculation becomes accusation

Among the loudest voices in the comment sections were those pointing fingers at podcaster and former Bachelor star Abbie Chatfield.

The accusations became so persistent and vicious that Chatfield felt compelled to defend herself in an emotional social media video.

Through tears, she showed her followers the horseshoe pendant necklace she actually wears—a gift from her partner—which bears no resemblance to Luna Rae's missing piece. More importantly, Luna Rae themselves confirmed in their comments that Chatfield was not the influencer in question.

But the damage was done. Chatfield, visibly distressed, explained the toll constant false accusations take: 'I see lie after lie about myself on the internet, and now these people who don't like me are saying it must have been Abbie Chatfield who committed a crime.'

A pattern of persecution

This incident gains additional significance when viewed alongside Chatfield's recent legal troubles, where she agreed to pay her former friend Heath Kelley $79,000 after being sued for defamation over Instagram stories that reached hundreds of thousands of followers.

The Federal Court also ordered Chatfield to cover Kelley's legal costs, bringing her total bill to over $100,000.

The irony isn't lost—while Chatfield faced real legal consequences for her social media actions, she now finds herself on the receiving end of baseless accusations with no recourse.

Why women cop it worse online

Chatfield's emotional response highlighted a troubling pattern: 'These people see loud women in the same basket as criminals. Isn't that insane?' Research consistently shows that women, particularly those who speak out on controversial topics, face disproportionately high levels of online harassment.

The assumption of guilt based on personality traits rather than evidence reveals concerning biases about how society views outspoken women.

As Chatfield pointed out, her political advocacy centres around 'empathy and collective empathy' - hardly the profile of someone likely to defraud small businesses.

The small business caught in the crossfire

Meanwhile, Luna Rae Jewellery reported feeling 'overwhelmed' by the attention their situation has brought them.

What started as a legitimate business concern about potential fraud became a social media spectacle that likely overshadowed their original goal—simply getting their story heard.

Luna Rae describes their ethos as 'supporting sustainable shopping, investing in jewellery that lasts, and building a collection of pieces that are not just items, but each one holds special meaning' - values that seem at odds with the online circus their complaint inadvertently created.

What this means for all of us

This incident serves as a cautionary tale about the speed at which misinformation travels online.

For older Australians who may be newer to social media platforms like social media, it demonstrates how quickly situations can spiral out of control when people prioritise speculation over facts.

The phenomenon of 'trial by social media' particularly impacts those who may not have the platform or resources to defend themselves as effectively as Chatfield could.

Many people facing similar false accusations wouldn't have hundreds of thousands of followers to help set the record straight.

The real cost of digital vigilantism

While Luna Rae's complaint about potential fraud deserves to be taken seriously, the subsequent witch hunt reveals the dark side of online engagement.

When social media users become judge, jury, and executioner, innocent people get hurt—and the actual issues get lost in the noise.

As legal experts note, 'the digital grapevine isn't immune to defamation law,' and Instagram stories can have 'real-world consequences long after they disappear from a feed'. The lesson applies to everyone: what you share online can have lasting impacts on real people's lives.

This controversy ultimately raises important questions about our collective responsibility as social media users. Before we jump to conclusions or add fuel to online fires, perhaps we should ask ourselves: are we seeking justice, or just entertainment?

Have you ever found yourself caught up in online speculation that later proved unfounded? Share your thoughts on how we can do better in the comments below.