Loose Diamond Search

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

I have now shopped twice in this jewelry store. Both times, I can say that these folks went above and beyond with customer service. The first visit, I needed to get an earring duplicated that my wife  lost due to a weak post clip. They made it for me in one day. The next trip the owner cleaner all my wife’s chains and pendants and didn’t charge a cent. I believe them to be trustworthy, honest folks that don’t take advantage of their customers.

Bruce P., original Review from YELP – April 20, 2017

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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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