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ABOUT
AMERICAN JEWELRY

We are a refreshing alternative to all corporate chain jewelry stores. We offer beter quality, better prices, and outstanding customer service. We are the diamond experts!

As one of the area’s oldest and most popular jewelry stores for engagement rings, bridal sets, and fine jewelry, we have everything from the hottest new styles to vintage, antique, & estate jewelry. We’re proud to serve Sevierville, Pigeon Forge, & Gatlinburg, along with visitors and loyal clients from around the country!

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TESTIMONIALS

Russ and his staff have taken very good care of all my jewelry needs…repairs, appraisals, new items and replacement stones. I have nothing but awesome things to say about this store. Prices are very reasonable, work is excellent and they take care of you as if you were family. Highly recommend American Jewelry.

Nanette Colombi Hunt, original Review from Facebook – May 7, 2018

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BRIDAL JEWELRY

BROWSE COLLECTION

FASHION JEWELRY

BROWSE COLLECTION

ESTATE COLLECTION

REAL VALUE VS. PERCEIVED VALUE

Every diamond comes with:

• 5 year Extended Warranty
• Free Sizing (same or next day)
• Lifetime Cleaning
• Free Engraving (when possible)
• 40 Years Knowledge & Expertise
• and Our Legendary Service!

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EDUCATION CENTER

THE 4C’S OF DIAMONDS

The process of selecting a diamond may seem overwhelming. But knowing the four Cs – Carat, Color, Clarity, Cut – will help you understand the characteristics of a diamond and make a perfect diamond purchase.

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