Welcome to American Jewelry Company. Today, we’re going to reveal FOUR Secrets that chain jewelry stores Really DON’T want you to know!

Number 1: THEY ARE ALL ONE COMPANY
Did you know that KAYs, Jared and Zales, are all owned by ONE Company in the UK, named Signet Jewelers Limited? Signet wants you to think these three stores compete with each other keeping prices Low. But in fact, as a single company, the odds are they work together keeping prices HIGHER!

Number 2: HIGHER OVERHEAD MEANS HIGHER MARK-UPS
The Big 3 national chains spend huge sums on TV Commercials, CEO Salaries, Attorneys, Sales Commissions, Store Rent and much more. Their overhead is so high, their average markup has to be one of the highest in the industry.

Number 3: THEIR EXTENDED SERVICE PLANS HAVE A CATCH
The Extended Service Plans they offer come with lots of Fine Print and Tricky Wording. For instance: you must return every 6 months for cleaning and a check-up. It sounds like a good idea, but if you’re late or miss a check-up it can void the warranty and give them an excuse NOT to cover more expensive repairs. Most jewelry stores will clean and check your ring anytime for FREE. At American Jewelry Company, we offer similar warranties at No Charge because you shouldn’t have to pay for Good Customer Service!

Number 4: MOST OF THEIR JEWELRY REPAIR IS DONE OFF-SITE
Sending repair work off-site means longer wait times and more opportunity for mistakes or mix-ups. In 2016, Signet’s stock price plummeted due to reports of stone swapping at KAY Jewelers. Usually it’s not done intentionally for profit, more often it’s from a mix-up at their repair hub.

When it comes to Fine Jewelry & Diamonds… WHERE you buy is just as important as WHAT you buy! If you want an Experienced Professional Jeweler who is Passionate about giving you the Value & Service you deserve, visit us at www.YourPerfectRing.com.