I can't read the site as thoroughly as I'd like because I have to get ready for work, but based on what I was able to gleen by looking at it quickly...it seems like they are just incorporating you pets' DNA into a piece of jewelry, as opposed to your pets' DNA actually BEING the jewelry. I think that the double helix you see is part of the design (made of a precious metal), and that your pets' DNA is INSIDE of that part of the design.
In other words...picture a 14K gold pendant shaped like a human heart...add a drop of human blood inside the pendant, and then market it by saying, "wear your lovers' heart around your neck."
I don't think you're actually seeing the DNA, and whether or not to trust that it is indeed YOUR pets' DNA in there would have to be a matter of trust...which, based on the prices they charge, would be a real stretch...IMHO
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