Buying a piece of fine jewelry is unlike buying any other product. What
other product comprises materials that are often billions of years old? The
natural gemstones and precious metals from which fine jewelry is created have a
uniqueness and complexity that require special knowledge--and often gemological
equipment--not readily accessible to the average consumer. No two gemstones are
alike; design and quality vary greatly from piece to piece. Most consumers could
not evaluate a strand of quality cultured pearls, distinguish between a blue
topaz and a sapphire, or recognize a one-carat diamond. And even if they do know
the difference between carats and karats, how do they know they are getting what
they're paying for? With the proliferation of jewelry outlets, including
catalogs and electronic shopping, selecting where and what to buy can be a
daunting experience. the Jewelry Information Center, a non-profit trade
association headquarters in New York City, provides the following tips on
finding the right jeweler and what to look for when buying fine jewelry.
1. Buy from a trusted jeweler or one who has been recommended. Choosing the right jeweler is like choosing a doctor: ask friends or
colleagues to recommend someone they know and trust. Otherwise, find out how
long the jeweler has been in business by checking with the Better Business
Bureau or the Chamber of Commerce. The right jeweler is a trained professional
who can knowledgeably guide his customer through the selection process. And he
will be there later if the piece needs to be cleaned, restrung, or remounted.
Find out what other services the jeweler provides that might be important in the
future. Ask what the return or trade-up policy is. And finally, is the jeweler
affiliated with one of the jewelry trade organizations that require a code of
conduct for its members?
2. Don't be dazzled by discounts. If
a store is offering unbelievable discounts of 50% or more, the sale is probably
just that -- unbelievable. Consumers should play it safe by shopping around
first and comparing actual value. They may find that a regular price at other
stores matches or is less than the "discounted" sales price.
3. Look
for the registered trademark and quality mark. When buying a piece of
gold jewelry, the karat mark, often called the quality mark, tells the
percentage of pure gold in the piece. Pure gold, or 24K, is usually considered
too soft for jewelry. It must be alloyed with other metals, such as copper, zinc
or silver, to give it strength and durability. 14K gold, for example, is 58.3%
gold; the rest are alloys. Jewelry less than 10K gold (or 41.7% gold) cannot be
legally sold as gold in the U.S. Ask the jeweler to show you the quality mark
for gold, as well as for platinum and sterling silver jewelry. If the quality
mark appears on the piece, a registered U.S. trademark is required by federal
law. That assures the consumer that the manufacturer stands behind the
authenticity of the piece If the trademark is not there, don't buy it.
4. Get it in writing. When buying fine jewelry, ask the
jeweler to write a complete description on your receipt. For gold jewelry, ask
for the karatage; for diamonds, the cut, color, clarity, and carat weight (the
weight of the center stone and total carat weight if there are side stones); for
colored stones, ask for a description of overall color and carat weight and if
the stone is of natural origin or has been treated in any way. That information
should be included on the bill of sale. No other object known to man gives
as much lasting pleasure as a piece of fine jewelry, made from precious metals
and ancient stones found deep beneath the earth's surface. The shopping
experience can be equally enjoyable when consumers keep in mind the above tips
and look for a knowledgeable, established jeweler to assist them in finding the
right piece for their budget and personal style.
