When you buy a dazzling piece of fine jewelry, you're making an important purchase. Equally important is the decision of where you're going to make the purchase.
The right jeweler should be one you can rely on for all your jewelry purchases, year after year. From gifts for loved ones to treasures for yourself, the jeweler with whom you do business should educate and inform you when you're making a purchase.
Your jeweler should be there to guide you in selecting fine jewelry of lasting quality and beauty which will enrich your life and the lives of those you love. Your jeweler should also be there to help you properly care for your jewelry so that it can give you years of enjoyment.
A professional jeweler can do all these things and more. Your professional jeweler should be on the same level as your doctor, lawyer or accountant — trusted individuals who have mastered the unique but necessary skills required by their professions.
When you are ready to find a professional jeweler look to a Jewelers of America (JA) member. JA jewelers will not only help you with your purchase but they will also be there in the future to answer your questions.
If you see the "J" mark on the door, the jeweler is a member of Jewelers of America, an association that promotes and reinforces integrity and professionalism among jewelers. JA is a professional organization with standards of conduct and business ethics which its members agree to follow.
These standards include a commitment to maintaining the highest level of personal and professional integrity, as well as treating customers with courtesy and respect.
JA members also keep pace with industry and fashion trends and are able to provide the most up-to-date merchandise and information for their customers.
When you see the "J" mark, you know you are pinging your business to professionals with the skill and knowledge to help you make the right selection of quality jewelry within your budget.
A major benefit of shopping with JA members is that these stores have access to many resources which can make your jewelry shopping experience as enjoyable and rewarding as possible.
In addition to looking for a JA member you should follow these guidelines as you search for a professional jeweler who is reliable and offers a wide selection of beautiful, distinctive jewelry for you to choose from.
Has the store just recently opened or is it well-established? If the store is new, be sure to visit it and talk to the sales staff and, if possible, the manager or owner. This is a great way of assessing the professionalism of the store and it helps you establish a personal relationship with the jeweler. Ask yourself a series of questions. How does the sales staff treat you when you enter the door? Do they answer all of your questions? How is the store designed? Does it look like time and effort went into making the store look inviting? How is the jewelry displayed? Do you feel comfortable in the store and would you be comfortable shopping there on a regular basis?
Many jewelry stores in your area are probably not new but have been in business for many years — some for several generations. If you are shopping at one of these retailers ask how long the store has been in business. Find out if the jeweler has a history of community involvement. Some jewelers regularly sponsor or host beauty pageants, art exhibits and other community events. Chances are, the longer the store has been involved in the community, the more solid its reputation. If it is a family-owned store, ask if the family actively manages the store.
Whether you are shopping at an established or a newly opened retailer, you should ask the same questions. What types of merchandise does the store offer? What services are available? Is a manager or owner available if you need to talk to them? More importantly, what are the credentials of the staff and management? Do they have experience or formal training in jewelry, retailing or management?
Does the store have a trained gemologist and a bench jeweler on the premises? Gemologists have studied the unique properties of diamonds and colored stones. They are familiar with the various types of precious and semi-precious stones used in fine jewelry and can explain how to care for and clean your gemstone jewelry. If you are interested in purchasing diamond or gemstone jewelry, a gemologist can guide you to an appropriate purchase which matches your taste, budget and lifestyle.
A bench jeweler is trained in the fabrication and repair of jewelry. This individual can repair your jewelry, resize your ring and reset a stone. Highly experienced bench jewelers can often custom design a piece for you.
In some stores the bench jeweler and gemologist can be the same person. In larger stores, several people may be employed as gemologists and bench jewelers. Sometimes the owner wears all of these hats. In all cases, having trained gemologists and bench jewelers on site is an important component of the professional jewelry store.
According to the FTC, jewelers should give you all the information about the product you are buying including price, the type of metals and gemstones used, and any enhancements or treatments which may have been performed on the jewelry. The FTC guidelines cover not only jewelry but many other items you may find at your jewelry store including watches, accessories, giftware and non-precious materials such as pewter.
Professional jewelers follow these guidelines and give you all the information they can about the merchandise in their stores.
You may also want to compare prices from jeweler to jeweler, so you have a better sense of relative costs for items of similar quality.