Why it costs what it costs.
A fair question, and one we'd rather answer than have you wonder about. Our prices are roughly half of retail, and a third of what the big names charge for the same stone. There's nothing clever going on. It comes down to four things.
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1
We make it.
We're not a store that buys from a supplier. Pieces are made to our order and they come straight here, which is why the first price in the chain ends up being the only one.
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2
It's already here.
Most jewelers show you something they'd bring in on memo from a manufacturer like us, and every hand it passes through takes a piece of the price. What we put in front of you is in the case now — which is also why we can pull eleven of them out for you this afternoon.
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3
Sixty-two years of the same relationships.
Since 1964 the stones have come through the same family channels. You can't shortcut into those and you can't buy your way in. It's the part of this that took three generations, and it's the reason the numbers work the way they do.
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4
There's no showroom in the price.
No rent on a mall concourse, no window display, no national advertising for you to pay for. You're paying for the metal, the stones, and the work that went into them.
What comparable retail means
It is what the same piece would carry in a store that bought it from a manufacturer like us. Our own tickets have always shown that figure, because it is the number the trade works from. We print it beside our price so you can see the gap for yourself. It is not a was-price, there is no sale, and nothing has been marked down. Both numbers are simply true at the same time.
The figure you see on this website is the figure. It will not be lower on a holiday and it will not be lower next week. We do not run sales, we do not send discount codes, and nobody who shops here gets a better price than you do. If a price could drop, it was never the real one.
On certification
Some of our diamonds are GIA graded and some are not. A certificate is a third party opinion written on paper; it adds cost, and it doesn't change what the stone is. Where the paper genuinely matters, say so and we'll show you graded stones. Where it doesn't, you'd be paying for a document. Ask us about any piece and we'll tell you exactly what it is.
What you are not paying for
- A showroom on a mall concourse.
- National advertising.
- A handler in the middle between the maker and you.
- A name stamped on the box that adds three times the price and nothing else.
Call us and we will pull it. We can show you on video, or you can come up and see the whole case.