Why buy from your local jeweler?
One of the most common questions I get when meeting new clients is why should they buy from me, an independent private jeweler rather than a chain or mall store that has locations all over the country.
Don’t they buy cheaper because they are a larger company? So they can sell cheaper? Don’t they have big discounts where you have to sell retail? (Not at all) These are very good questions, and show how many misconceptions there are about the jewelry business.
The first thing that should be noted is we all pay about the same price. Diamonds and gold are internationally valued products, which means it will cost the same price per ounce to buy one ounce of gold as it does to buy a 100 ounces. The same with diamonds, buying one or a 1000, the price per carat is the same.
Why all the big discounts and confusion? The best explanation I can write in this short space, is that we are not comparing apples to apples. All jewelry is not made the same. Almost all the jewelry you will find in a mall/big box retail jewelry store is mass- produced and made overseas. The quality control can be difficult, and the quality of the diamonds and gemstones used are commercial, not fine. The mass production allows the chain retailer to mark the pieces up to a very high retail, and then artificially mark them down to look like a better deal.
The independent jeweler is going to pay a lot more attention to the quality and details of the jewelry they buy. They can do this because they are not a large corporation with many divisions and bureaucracy to work through, they are on the ground level (to coin a phrase) and look at every piece that comes in the door. This allows for much better quality control, and they will carry very little mass produced pieces. Contrary to what you might think, the better pieces with higher quality gemstones will sell from an independent jeweler for the same or lower price than the deep discounted mass-produced pieces you find at the chain store.
The overhead of an independent jeweler is so much lower than that of a corporation. The independent jeweler can work on a much smaller margin and make the same living as the chain store. Without sacrificing quality or service to you. Your independent jeweler will go above and beyond to make your experience fun, and your occasion one to cherish forever.
Buying jewelry from an independent jeweler allows you to have the whole experience. A quieter environment, more personal service, no high pressure sales person trying to hit a goal, or working on commission and trying to sell you the highest priced item that they can. Independent jewelers have a passion for doing things right. Each time you walk into the independent jewelry store, you will most likely see the same employees year after year, as they are professionals who study and hone their craft over time, rather than a salesperson that was selling shoes 6 months before they became a diamond expert.
I am of the belief that just as you have a personal relationship with your doctor or lawyer, you should have the same relationship with your jeweler, one of trust and assurance and professionalism. Better quality jewelry at a better value, exceptional personal service with professionalism, and the desire and passion to make your experience one to remember always is the best reason I can give you to try an independent, personal jeweler the next time you have an important occasion.