Irresistible Prices… Legendary Service!

At American Jewelry Company, we’re Passionate about Fine Jewelry & Diamonds! Our greatest thrill comes from finding that Perfect Ring for the customer who thought they couldn’t afford it. We’re always a better Value than ANY Chain or Mall Jewelry Store – Better Quality, Lower Price and Unbeatable Customer Service! With over 100 years combined Experience, our passion is only surpassed by our Expertise. We’re a Full Service Fine Jewelry Store specializing in Diamonds & Engagement Rings! We feature Custom Design, Jewelry Repair, Engraving & Appraisals… all done In-House by one of our Master Jewelers (among the Top jewelers in the State).

Impressive Selection of


We have OVER 100 Wedding Rings In-Stock, one the largest selections of Antique & Estate Jewelry around and an Impressive Selection of Everything Fine Jewelry – including Lot’s of Unique, Custom & One-of-a-Kind pieces. We’re proud to be Family Owned and doing business in Pigeon Forge, TN for nearly 40 years. Great Financing Options are available from 0% for 12 months to 60 months at 9.99%. Every Customer is Important and every Diamond is Special – whether its $100 or $20,000. Anything is possible at American Jewelry Company… we’re proud to have the most Brilliant Customers around. We call East TN & the Great Smoky Mountains our home, but have customers in All 50 States! Take a look at what our customers have to say in FB Reviews, then visit our shop and find out why American Jewelry is a Must Stop Destination for all your Fine Jewelry needs!