The Most Unique & Impressive Selection of Fine Jewelry in the Smokies!

Simple On The Outside. Spectacular On The Inside.

Natural Diamond & Real Gold Jewelry Online

The area's Most Popular Independant Fine Jewelry Store for Real Gold Jewelry, Natural Diamond & Gemstone Jewelry, and Estate Jewelry! Trusted by locals and Visitors alike, we have thousands of loyal customers from states all over the South East. Find out why...

This is a women's vintage pre-world war II genuine oval shape sapphire and natural diamond ring 1.36ct total weight in platinum restored to showcase condition shown on a red flowered mirrored background.

Coming Soon

Sale

This is a white gold sapphire and diamond ring guard or wrap shown with an oval solitaire placed in the center.

This is a white gold sapphire and diamond ring guard or wrap shown without a solitaire in the middle.

Women's .50ct Natural Sapphire & Diamond Ring Wrap or Guard in Solid 14K White Gold $960.00 Sale

This is a halo style 2-piece wedding set ring with matching band in white gold with yellow gold accents on a white background.

2 rings engagement ring and matching band halo style in diamonds and white gold sitting side by side on white background.

Women's 2-Piece .75ct TW Natural Diamond Wedding Set in 10K White Gold - Double Halo Design w/ Matching Band $1,320.00 Sale

This is a halo style 2-piece diamond wedding set with 2 matching bands in yellow gold with white background.

This is a halo style 2-piece diamond wedding set with 2 matching bands in yellow gold shown on a woman's finger.

Women's .25ct TW 3-Piece Natural Diamond Wedding Set w/ 2 Matching Bands in 10K Yellow Gold $1,200.00 Sale

This is a two piece diamond wedding set with the ring and matching band in white gold with white background.

This is a two piece diamond wedding set with the ring and matching band in white gold shown on woman's finger.

Women's .60ct TW 2-Piece 3-Stone Style Natural Diamond Wedding Set in 14K White Gold $1,280.00

Celebrate Every Moment Beautifully

American Jewelry Company is your best alternative to big corporate jewelry stores and the area's trusted choice for more than 45 years. Explore an unmatched selection of engagement rings, diamond jewelry, estate and antique treasures, plus rare and exotic gemstones you won't find anywhere else. Experience legendary service, exceptional value, and expert in house custom design and jewelry repairs. Visit us online or in store to discover why so many families continue to make us their jeweler of choice.

Where Exceptional Jewelry Begins

Where Quality and Trust Come Together

A jewelry store should offer more than beautiful pieces. It should be a place where you feel welcome, confident, and cared for. Since 1979, we have combined exceptional craftsmanship, honest guidance, and personalized service with a thoughtfully curated selection of fine jewelry for every occasion. As a family owned business, we are committed to helping every customer find something meaningful while providing the expertise and care that have earned the trust of generations.

More Than A Jewelry Store

Why Choose an Independent Jeweler

For more than 45 years, we have earned our reputation by doing business differently. As a family owned independent jeweler, we focus on honest guidance, exceptional craftsmanship, and personalized service instead of high pressure sales and expensive marketing. We believe our customers deserve real value, expert advice, and a relationship built on trust, which is why we take the time to educate, listen, and help every customer make confident decisions. That commitment to integrity, experience, and putting people first is what continues to set us apart and keeps generations of families coming back.

Experience The Difference

Brilliant Beauty For Every Occasion

Diamond Jewelry That Lasts a Lifetime

Find Your Sparkle

Few gifts celebrate life's most meaningful moments like beautiful diamond jewelry. Our collection features exceptional natural diamonds and beautiful lab grown options chosen for their brilliance, quality, and lasting value. From timeless classics to distinctive designs, we are here to help you find a piece that reflects your style and will be treasured for years to come.

Sale

This is a .20ct Natural Diamond Van Cleef Style Clover Pendant White Gold

This is a .20ct Natural Diamond Van Cleef Style Clover Pendant Yellow Gold

Women's .20ct Total Weight Van Cleef Style Clover Natural Diamond Pendant in 10K White or Yellow Gold (your choice) $480.00 Sale

Women's .50ct Natural Sapphire & Diamond Ring Wrap or Guard in Solid 14K White Gold $960.00 Sale

Women's 2-Piece .75ct TW Natural Diamond Wedding Set in 10K White Gold - Double Halo Design w/ Matching Band $1,320.00 Sale

Women's .25ct TW 3-Piece Natural Diamond Wedding Set w/ 2 Matching Bands in 10K Yellow Gold $1,200.00

Timeless Treasures Worth Discovering

Vintage Jewelry With A Story to Tell

Discover Timeless Treasures

Some of the most extraordinary jewelry has already lived a remarkable life. Our vintage jewelry collection features timeless heirloom designs, rare estate treasures, and beautifully crafted pieces rich in character and history. Whether you are searching for a meaningful gift or a one of a kind find, we are here to help you discover vintage jewelry you will treasure for years to come.

Sale

This is a fully restored to like new ladies' multicolor jade & onyx pendant in yellow gold shown on a white background.

This is a fully restored to like new multicolor jade & onyx pendant in yellow gold shown on a woman's neck.

Women's ESTATE Multi-Color Jade/Onyx Pendant/Necklace in Solid 14K Yellow Gold - Exceptional Condition $315.00 Sale

Women's Preowned white gold small diamond ring great for promise ring or inexpensive engagement ring.

Women's Shows small preowned diamond ring in white gold.

Women's ESTATE Natural Round Diamond Solitaire Engagement or Promise Ring in 10K White Gold - Exceptional Condition $215.00 Sale

This is a genuine black onyx and diamond pendant or necklace in yellow gold with white flowery background.

This is a genuine black onyx and diamond pendant or necklace in yellow gold shown on a woman's neck.

Women's ESTATE Black Coral Pendant with Diamonds from the Paradise Collection by Maui Divers Jewelry - Exceptional Condition $395.00 Sale

This is a pair of genuine opal and black onyx earrings in yellow gold shown on white background.

This is a pair of genuine opal and black onyx earrings in yellow gold shown in woman's ears.

Women's Estate Genuine Opal & Black Onyx Post Style Earrings in Solid 14K Yellow Gold - Exceptional Condition $420.00

Celebrate Your Style With Something Unique

Gemstone Jewelry Full Of Color and Character

Explore Vibrant Beauty

Brilliant color makes every piece of gemstone jewelry unforgettable. Our collection features timeless favorites and rare exotic gemstones chosen for their natural beauty, exceptional quality, and distinctive character. Whether you are searching for a meaningful birthstone, a vibrant statement piece, or a one of a kind design, we are here to help you find gemstone jewelry you will cherish for years to come.

Sale

This is a women's ring with a fantasy cut approximate 13ct natural smoky quartz or topaz in the center with .08ct in natural diamonds on both sides set in a filigree style 14K rose gold mounting with a white floral background.

Women's Approx. 13.08ct Natural Fantasy Oval Shape Smoky Topaz or Smoky Quartz & Diamond Ring in 14K ROSE Gold $1,120.00 Sale

This is a women's natural green tourmaline ring with a 1.70ct genuine oval shape green tourmaline set in a filigree style mounting in 10K yellow gold with a green leaf background.

Women's 1.70ct Natural Oval Shape Green Tourmaline Filigree Style Solitaire Ring in 10K Yellow Gold $795.00 Sale

This is a women's ring with 1.94ct natural cushion cut morganite in the center surrounded by .30ct in natural round diamond accents in 14K rose gold sitting on a textured glass surface.

Women's 2.24ct Natural Cushion Cut Morganite & Diamond Ring in 14K ROSE Gold - Halo Style $1,195.00 Sale

Women's EFFY 1.00ct TW Natural Oval Shape Ruby with Chocolate & White Diamond Ring in Solid 14K Rose Gold $990.00

Beautiful Pieces For Every Chapter Of Life

Fine Jewelry Designed To Be Treasured

Treasure Every Moment

Fine jewelry becomes part of your story, celebrating milestones and creating memories that last for generations. Our thoughtfully curated collection features timeless designs, exceptional craftsmanship, and lasting quality for every style and occasion. Whether you are searching for the perfect gift or a future heirloom, we are here to help you find fine jewelry you will treasure for a lifetime.

Sale

Sterling Silver CZ Stud Earrings - 5mm Each - 1ct Total $10.00 Sale

Women's ESTATE Multi-Color Jade/Onyx Pendant/Necklace in Solid 14K Yellow Gold - Exceptional Condition $315.00 Sale

Women's ESTATE Natural Round Diamond Solitaire Engagement or Promise Ring in 10K White Gold - Exceptional Condition $215.00 Sale

Women's ESTATE Black Coral Pendant with Diamonds from the Paradise Collection by Maui Divers Jewelry - Exceptional Condition $395.00

Discover the Difference Experience Creates

The right jeweler becomes part of life's most meaningful moments. For more than 45 years, we have earned the trust of generations through exceptional craftsmanship, honest guidance, and personalized service. Whether you are celebrating a new beginning, restoring a treasured heirloom, or searching for the perfect gift, we are here to help you find jewelry you will cherish for years to come.

Own Timeless Beauty

A More Personal Jewelry Experience

Stay connected with a jewelry store that values quality, craftsmanship, and lasting relationships. Receive updates on new arrivals, exclusive promotions, and expert insights delivered straight to your inbox.

"I have all my jewelry repaired here and I live 400 miles away. They repair my jewelry while I’m in town. I think prices are very reasonable. I recently traded some old jewelry in for some new and I thought I was treated very fairly. I would recommend them to anyone and I like dealing with everyone there."

Jerry Taylor

"I bought a beautiful ring from here about 3 years ago when I was on a girls trip. After returning home to Florida later the stone fell out I was planning another trip back to Tennessee so I brought the ring in to see if they would fix it and if they remembered it and they did. They fixed it at no charge keep in mind this is 3 years later. So now I get to enjoy the ring again."

Tina McCarthy

Contact us

Frequently Asked Questions

For more than 45 years, American Jewelry Company has earned a reputation as the Jewelry Store customers throughout East Tennessee and Western North Carolina trust for exceptional quality, honest service, and unmatched craftsmanship. Our Jewelry Store is built on relationships rather than sales, giving every customer the time, attention, and guidance they deserve. Unlike many retailers that focus on quick transactions, our Jewelry Store is committed to helping customers make confident decisions by offering expert knowledge, personalized recommendations, and an outstanding selection of beautiful jewelry for every style and occasion. Whether someone is searching for an engagement ring, a meaningful gift, a custom design, or a treasured heirloom, our Jewelry Store provides an experience that is welcoming, informative, and centered around what is best for the customer. Our dedication to quality, value, and genuine care has created generations of loyal customers who continue to return for every milestone and celebration.

What truly sets our Jewelry Store apart is our passion for craftsmanship and our commitment to doing things the right way. We proudly offer an extensive collection of fine jewelry, natural diamond jewelry, vintage jewelry, rare gemstone jewelry, and custom creations, all supported by expert in-house services that many retailers simply cannot match. Every visit to our Jewelry Store is backed by decades of experience, honest guidance, and a genuine desire to help customers find jewelry they will cherish for a lifetime. We believe exceptional service never goes out of style, and that philosophy has helped our Jewelry Store become one of the most trusted independent jewelers in the region. When customers choose our Jewelry Store, they are choosing lasting value, personalized attention, and a team that truly cares about making every experience unforgettable.

We value your privacy and are committed to protecting the personal information you share with us. Any information collected through our website, contact forms, online purchases, appointment requests, or email subscriptions is used solely to provide you with the best possible service, process transactions, respond to inquiries, improve your experience, and communicate important updates or promotional offers when you choose to receive them. We do not sell, rent, or share your personal information with third parties for marketing purposes. We use reasonable security measures to help protect your information from unauthorized access while recognizing that no method of online transmission or electronic storage can be guaranteed to be completely secure. By using our website, you acknowledge and accept the practices outlined in this policy. If our privacy practices change, updates will be posted on this page so you can always stay informed about how your information is collected, used, and protected.

We proudly ship orders throughout the continental United States, including Alaska, with every package carefully prepared to ensure it arrives safely and securely. Orders are typically processed within one to three business days unless otherwise noted, with custom jewelry, special orders, or personalized items requiring additional production time. Once your order has shipped, you will receive tracking information so you can monitor its progress. We primarily ship through USPS Priority and USPS Priority Express, with additional carrier options available when appropriate to provide reliable and timely delivery. All shipments are fully insured while in transit, and every order is packaged with care to protect your purchase. If you have questions regarding shipping times, custom orders, or delivery options, our team is always happy to assist before your order is placed.

Yes. Orders of $500 or more receive free shipping through USPS Priority Express. Orders under $500 ship for $13 with 2 to 3 day delivery or $30 with 1 to 2 day delivery. All shipping rates include insurance.

You have 15 days from the day you receive your item to request a return. Simply contact us by email at Sales@AmericanJewelryInc.com or call us at 865-453-3294 during business hours from 10:00 AM to 5:00 PM EST, Monday through Saturday. We will email you a free return label for USPS Priority or USPS Priority Express, depending on the value of the package.

Choosing the right jeweler is about far more than finding beautiful jewelry. It is about working with a team that values honesty, craftsmanship, and lasting relationships. As a family owned Jewelry Store with decades of experience, we are proud to offer an exceptional selection of fine jewelry, engagement rings, natural diamonds, vintage jewelry, rare gemstones, and custom creations, all supported by expert in-house services. Every recommendation we make is based on helping our customers find the perfect piece rather than making a quick sale, allowing you to shop with complete confidence knowing your satisfaction always comes first.

Our commitment to quality extends well beyond our showcases. From custom jewelry design and professional repairs to appraisals, cleanings, inspections, and personalized guidance, we provide a complete jewelry experience under one roof. We continually invest in craftsmanship, advanced technology, and outstanding customer service so every customer receives the attention they deserve. Whether you are celebrating one of life's biggest milestones or simply searching for something beautiful to wear every day, we are dedicated to making your experience enjoyable, memorable, and rewarding from beginning to end.

Yes. For those with good credit, we offer 6 Months Same As Cash financing through Synchrony, usually for credit scores around 700 and up. We also offer 90 Days Same As Cash through SNAP for customers with lower credit scores and a very high approval rate.

Yes. Typically, we require 20% down and the item should be picked up within 90 days. If an item is not picked up within 90 days, any balance paid can be applied as in-store credit.

No. You are welcome to visit anytime during our regular business hours from 10:00 AM to 5:00 PM EST, Monday through Saturday. We are closed on Sundays.

Yes. We provide complimentary jewelry cleaning and inspections whether your jewelry was purchased from us or somewhere else.

Honesty and service to our customers are what made us the dominant fine jewelry store in the Smokies for more than 45 years. We are committed to providing high quality jewelry made to last, and we inspect every piece to the best of our ability to ensure it is free from manufacturing defects. If a manufacturing or stone setting issue occurs, we will promptly take action to correct the problem. Simply contact us by phone or email for instructions.

Our guarantee does not cover loss or obvious accidental damage, such as a ring being caught in a door or similar situations. However, we will work with you to repair the piece at a fraction of what many stores charge.

We strongly recommend having your jewelry professionally cleaned and inspected every year, or every two years at minimum. We provide complimentary cleaning and inspections for life, and most independent jewelers offer the same service. In most cases, we simply take care of minor issues during the first two years as long as there is no obvious damage. We have also built a reputation for helping customers long after the original purchase because our customers are like family.

We specialize in natural diamonds. However, for customers looking for a more budget friendly option, we also offer beautiful lab grown diamonds at a fraction of the cost of natural diamonds. We also offer lab grown diamonds at prices that are considerably lower than many large chain stores and online retailers.

The simplest answer is that natural diamonds are mined from the earth, while lab grown diamonds are created in a laboratory. In every other way, they are the same, including hardness, brilliance, and overall appearance.

Lab grown diamonds are the first alternative to natural diamonds that cannot be identified with complete accuracy by a jeweler without specialized testing equipment. Unlike cubic zirconia or moissanite, which an experienced jeweler can easily identify, lab grown diamonds require advanced testing.

Approximately 98% of lab grown diamonds have a laser inscribed serial number on the girdle, or edge, of the diamond that can only be seen under high magnification. Unfortunately, some diamonds have had those inscriptions removed, making professional laboratory testing the only way to determine with complete certainty whether a diamond is natural or lab grown.

Yes. We perform all types of jewelry repair and have access to state of the art laser technology and microscope diamond setting for even the smallest accent diamonds. These advanced techniques allow us to complete repairs that many jewelers are unable to perform.

Approximately 95% of our work is completed in house, and most repairs are finished within one to three days. In the rare event that a repair requires specialized work outside our capabilities, we will always let you know before sending it out.

Yes. We use state of the art CAD, or Computer Aided Design, technology and typically have full 3D renderings ready within two to three days. While custom jewelry was once considered very expensive, today's technology allows us to create one of a kind pieces that often cost less than comparable designs from large chain stores while offering superior quality.

Yes, sometimes. Whether we purchase pre-owned jewelry depends on several factors, including demand, current inventory, restoration costs, and resale potential.

Many pre-owned wedding rings must be purchased at lower prices because they are often redesigned into something new. In other cases, especially antique fine jewelry in excellent condition, we are able to offer very competitive prices.

If selling directly to another individual would likely result in a higher return, we are happy to provide recommendations on the best ways to do that. If you prefer the convenience of selling directly to us, we strive to offer more than most jewelry stores and pawn shops.

Yes. We actively purchase gold, silver, diamonds, and other fine jewelry. We especially want to buy old or broken gold jewelry and believe we offer some of the highest payouts in East Tennessee.

Yes. Most of the time we accept trade ins on jewelry made of gold or platinum and pieces featuring genuine diamonds or gemstones. Sterling silver and costume jewelry generally have limited trade value.

Usually, yes. Depending on the design, you may purchase the setting without the center stone or purchase the center diamond or gemstone separately. Please contact us with any questions about a specific piece.

Yes. We have much more inventory in our showroom than what is displayed on our website. If you have photos of something you are looking for, send them to us. If we do not already have it, we can often create it for you.

Yes. We have thousands of loose diamonds and gemstones available. If we do not have exactly what you are looking for, we can usually source it very quickly.

Whether you have questions about a specific piece of jewelry, need expert guidance while choosing the perfect gift, or would like to learn more about our custom design and repair services, we are always happy to help. Our knowledgeable team is committed to providing friendly, personalized assistance and taking the time to answer your questions with honesty and care. No matter where you are in your jewelry journey, we want you to feel confident, informed, and excited about your experience with us.

Phone:
(800) 917-7464

Email:
Sales@AmericanJewelryInc.com

Address:
3406 Teaster Ln.
Pigeon Forge, TN 37863

Reaching out is easy, and we encourage you to connect with us whenever you need assistance. We look forward to helping you explore our collections, discuss your ideas, or find the perfect piece for any occasion. Your satisfaction is always our priority, and we are honored for the opportunity to be part of your most meaningful moments. We cannot wait to hear from you and welcome you to our family.