The tenth post in my series of the “Top Ten Tips” to buying jewelry is - Choosing a Jeweler.
I and my staff often tell customers you are shopping for a jeweler as much as you are shopping for jewelry. We say this because choosing the right jeweler can make all the difference between getting that “perfect piece” of jewelry, getting the very best in quality and value and having some fun to boot. Or the wrong jeweler may mean buying so-so jewelry you paid too much for along with problems that no one wants to take responsibility for. I really can not stress enough how important it is that you pay as much attention to the jeweler as the jewelry when you are shopping.
Making the investment in fine jewelry is special; no other major purchase can convey your feelings like jewelry can. As a jeweler I am often part of peoples most treasured events; an engagement, wedding or anniversary, the birth of a child and nothing gives me greater satisfaction than helping make these joyous moments all the more special.
Buying fine jewelry should be a relaxing and enjoyable experience. We often see customers come in the store who are obviously apprehensive, maybe a bit intimidated and definitely not enjoying their search. It has always been our policy to spend whatever time is necessary to make a customer feel relaxed and comfortable, and then the fun can begin - because jewelry is really wonderful stuff! I can often hear, from my workshop in the very back of the store, the laughter coming from the sales floor. That is how it should be.
Here are some tips to help you find the right jeweler for you:
• The best place to start is to ask relatives, friends and coworkers for a referral. Who do they know, who have they had a good experience with and who has the best reputation in your community?
• Do your homework and ask lots of questions. As I said in an earlier “Top Ten” - How the question is answered is as important as the question itself. Stay away from stores who are not willing to take the time to answer all of your questions to your satisfaction, or who answer only with canned, memorized sales pitches.
• Avoid pushy sales people. It is one thing for an associate to ask for the sale; it’s their job, it is quite another for someone to push you to buy before you are ready. Pushy presentations are about making a sale, not helping you find what is right for you.
• If you are uncomfortable in a store or with a sales associate, for any reason, leave - period.
• Be honest and straight with the jeweler; they cannot help you get the very best quality and value for your money without information about your wants, needs and yes - your budget. If you are shown something more than you can afford, say so. A good jeweler will respect your budget and work with you to find the right piece in a price range you can afford. Do not be afraid to ask questions or state clearly what is on your mind, good or bad. It is true that there are those jewelers that will take the information and try to use it to their benefit not yours. A good jeweler will, however, use the same information to help you get the very best. And it won’t take you long before you can spot the difference between the two.
• Check out the stores qualifications. Do they have a gemologist on staff? Do they have a goldsmith and if so are all repairs and services done on the premises? What is the training of the sales associates? What is the philosophy of the owners? Are they committed professionals or is jewelry just a way to make a buck?
• One way to determine the level of commitment and professionalism of a store is to check out the industry organizations it belongs to. Below is a listing of the organizations I feel are the most important for the jewelry shopper to be aware of.
Jewelers of America (JA) – Provides education, general support, seminars etc. for the jewelry industry. Membership is broad based. We are members and I am a past Board of Directors member in the state JA affiliate the New York State Jewelers Association.
American Gem Society (AGS) – Founded by Robert Shipley (also the founder of GIA), AGS is dedicated to knowledge, ethics and consumer protection. Membership is extremely difficult to obtain and limited to only those stores that demonstrate the highest commitment not only to gemological knowledge but also to the strictest ethical standards in the industry. Members are tested yearly which is a requirement of continued membership. Customers can also appeal directly to the AGS with unresolved complaints with member stores. We are proud members of this organization and I hold my title of Certified Gemologist Appraiser thru the AGS.
Independent Jewelers Organization (IJO) – Is the world’s largest jewelry buying group with purchasing power that equals or exceeds even the largest chain operations. Not only does this buying power benefit the customer by keeping prices on the finest quality jewelry as low as possible, IJO is also a group dedicated to professionalism, ethical business practices and education. Membership is by invitation only and restricted to only one or two of the finest stores in a market. Members are also encouraged to share ideas and knowledge and as a result IJO members are among the most forward thinking in the industry toady. We are also proud members of this organization.
Jewelers Vigilance Committee (JVC) – Is an industry supported ethics and integrity watchdog group. Members must adhere to the JVC’s guidelines on ethics and integrity. Customers can also file a complaint with the JVC if they have a non resolved issue with a member or non member store. You can also check and to see if a store has any complaints against it before purchase. We belong and support this group as well.
Better Business Bureau (BBB) – Your local BBB is often overlooked as a resource for information when shopping for jewelry. Not only does the BBB have helpful tips on buying jewelry, customers can check and see it a company has any complaints filed against it prior to any purchase. A customer can also file a complaint against a member or non-member for an unresolved dispute. We belong to both the Rochester, NY BBB and the BBB’s Online Reliability Program.
I hope my “Top Ten Tips” has been helpful. I plan to have my “Top Ten” available as a downloadable PDF before long. As always if you have any questions, or would like further information on a specific subject, please feel free to post a comment or e-mail me.
Till next time - that is how I see the world of jewelry form Rochester, NY
David West Nytch CGA www.westandcompany.com
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