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Everybody’s Got ‘A Guy:’ How to Find a Jeweler You Can Trust

by | Nov 29, 2022 | Education, Independent Certified Gemologist Appraiser, Jewelers, Jewelry

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It’s often said that jewelry is more ‘trust dependent’ than it is ‘price dependent.’ Everyone wants a good deal, of course, but it’s not all about money, no matter how much we like to think it is. Even more than the quest for a bargain, we want to avoid being cheated. As with many things, the quest to find a jeweler you can trust is all about who you know.

It’s why we like to ask our friends where they shopped. It’s why we care what Yelp and Google Reviews think. Deep down we know that bargain sources are often anything but; and it’s human nature to want to know the ‘secret’. We know that random reviews aren’t a very good source, but it’s the best we have. By the way, I’m using the word ‘guy’ here in a familial and non-gender-specific way. Feel free to read ‘gal’ instead. It’s just a colloquialism.

Here’s the secret to finding your person in the jewelry business:

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There is No Secret

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Diamonds—in particular—are a world commodity. (Gold is also a world commodity.) Designers and manufacturers are paid. Retailers are paid, and that includes private jewelers, vest pocket jewelers and retailers who call themselves wholesalers. Advisors, like your friend’s brother-in-law, are paid, as well they should be.  Affiliate marketers, those are the people on youtube promoting particular jewelers, are paid. I am paid. It’s ok. Appraisals aren’t free, and never have been.

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The key to finding a jeweler is how to get the best stuff for a reasonable price, not how to beat up your neighbor. If they’re too expensive, you’ll figure it out. The harder part is to determine if they’re lying to you. 

This is the core reason why jewelry is one of the few industries that is driven by small players. Even Amazon is a bit player in this industry! Most jewelry stores have only one location with somebody’s name on the sign. It’s somebody who works there. The franchise model has never really worked, and the chains are consolidating under a single ownership group (Signet Jewelers).

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How Do You Find A Jeweler You Can Trust?

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It can be harder than it seems. Talk to your friends, relatives, and coworkers. Read Google Reviews critically. Does the jeweler seem to know what they’re talking about?

  • Read the above mentioned reviews. They’re not much, but they’re something. 
  • Check out their websites and the signs in their stores. 
  • Read the ‘terms and conditions’ section carefully, especially the parts about warranties and refunds. 
  • Ask questions where you already know the answer. 
  • Get things appraised by an independent appraiser
  • Buy little things first. Maybe a pair of earrings or even just a watch battery. Resist the urge to squeeze them for every penny. If they treat you right on the little things, chances go way up that they’ll treat you right on the big things.
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Endorse The Jewelers You Like

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What makes them into ‘your guy’, is you, not them. No, really. Telling your friends about them, saying nice things on Google (which is very helpful), and generally helping them to shine benefits you as much as it does them. Every merchant I know asks customers how you found them, and when the answer is a referral from a friend, they remember. Those referrals—especially the unsolicited ones—

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Trust But Verify

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Ronald Reagan slipped this phrase into the American lexicon when he was talking about nuclear weapons… but it applies to an amazing number of situations, including jewelry. It’s a blind item. You have very little choice but to rely on what your people are telling you and I’m all for that. The final step is to get an independent verification. Get the lab report. Get an independent appraisal from your other guy — i.e. me. (Schedule your appointment online or call today!)

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Independent Jewelry Appraisals in Denver, Colorado

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A digital advertisement that depicts a cute picture of the American Gem Registry's Neil Beaty, and lists many of the company's services.

The American Gem Registry provides a variety of jewelry appraisal services in Denver, Colorado:

  • Gem and Jewelry Appraisals
  • Estate Evaluations
  • Expert Witness
  • Pre-Custom Consultation
  • Re-Cut Consultation
  • Damage Consultation
  • Restoration Evaluation
  • Re-Cut Consultation

If you have any questions, please call during my normal business hours at the number below. Or, you can schedule your Jewelry Appraisal Appointment online today!