• Your Local, Full-Service FINE Jewelry Store for 40 Years

  • Engagement Rings

    Over 100 Engagement Rings and 100 Diamond Bands In Stock

  • Custom Design

    You Dream It. We Make It.

Contact Us Today
  • Your Local, Full-Service FINE Jewelry Store for 40 Years

  • Engagement Rings

    Over 100 Engagement Rings and 100 Diamond Bands In Stock

  • Custom Design

    You Dream It. We Make It.

0% Financing Available
American Jewelry
  • Your Local, Full-Service FINE Jewelry Store for 40 Years

  • Engagement Rings

    Over 100 Engagement Rings and 100 Diamond Bands In Stock

  • Custom Design

    You Dream It. We Make It.

Finding the Perfect Engagement Ring and Jewelry Is Only One Visit Away

When you are looking for the perfect engagement ring or shopping for jewelry, we have excellent news. American Jewelry Company is a refreshing alternative to all corporate chain jewelry stores located in Pigeon Forge, TN. Our jewelry store offers better quality, better prices, and outstanding customer service for all your jewelry needs. You can trust that we can help you find the right piece of jewelry because 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, and estate jewelry. We're proud to serve Sevierville, Pigeon Forge, & Gatlinburg, along with visitors and loyal clients from around the country! If you have any questions, please don't hesitate to contact our friendly and knowledgable staff at (865) 453-3294 today. 

Our Jewelry Selection & Services

Why Choose American Jewelry?

Every diamond comes with:

  • Lifetime Cleaning
  • 40 Years Knowledge & Expertise
  • and Our Legendary Service!

Real Value VS. Perceived Value 

See What Our Happy & Satisfied Customers Have to Say

  • ★★★★★

    American Jewelry Company is the most amazing jewelry store I have ever been to! There is such a diverse variety in their inventory and the people who work there are so kind and considerate. They truly listened to what I wanted in my piece and worked with me to find the perfect wedding ring for myself and my fiance! The master jeweler, Mitch, was also able to restore, repair and resize all my family’s heirlooms into stunning pieces my mother, sister and I can now wear and share our family history. This would not have been possible without them! I never would have believed those rings would have been able to be brought back to life again. Thank you so much!!!!


    Ariana S., original Review from Facebook –March 12, 2016

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  • ★★★★★

    We have been doing business with Russ and Chris for over 20 years. They have the best quality and best prices on their jewelry. We never have to worry about any piece we buy from them. Every piece of jewelry is well made, and they stand behind their work. We do not live in Tennessee, but visit quite often. It feels great to do business with Christian people who are honest and humble.


    Vickie H., original Review from Google – Sept. 1, 2017

  • ★★★★★

    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 H., original Review from Facebook – May 7, 2018

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  • ★★★★★

    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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  • ★★★★★

    I was looking for a place to get my wife’s ring sized and and couple of lose stones set. After finding this place on yelp we headed over to get the work completed. They are conveniently located in Pigeon Forge and easily accessed from the 2 main roads through town.


    The staff at the store are friendly and are eager to help you find that special item. We looked through their ring and pendents to find the right ones for our stone. We made our selection and told us when it would be ready. They had the work completed quickly and surprised it came in fasted than expected.


    If you are looking for that special gift or need jewelry work this is the place to come. They have good pricing and excellent service.


    Jeffeory H., original Review from YELP – January 17, 2018

  • ★★★★★

    American Jewelry Company helped me with choosing an Engagement ring. Great atmosphere and very knowledgeable staff. I was very pleased with the service I received. My fiancée was even more excited!


    Timothy W. – Sevierville

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  • ★★★★★

    American Jewelry Company is the most amazing jewelry store I have ever been to! There is such a diverse variety in their inventory and the people who work there are so kind and considerate. They truly listened to what I wanted in my piece and worked with me to find the perfect wedding ring for myself and my fiance! The master jeweler, Mitch, was also able to restore, repair and resize all my family’s heirlooms into stunning pieces my mother, sister and I can now wear and share our family history. This would not have been possible without them! I never would have believed those rings would have been able to be brought back to life again. Thank you so much!!!!


    Ariana S., original Review from Facebook –March 12, 2016

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  • ★★★★★

    We have been doing business with Russ and Chris for over 20 years. They have the best quality and best prices on their jewelry. We never have to worry about any piece we buy from them. Every piece of jewelry is well made, and they stand behind their work. We do not live in Tennessee, but visit quite often. It feels great to do business with Christian people who are honest and humble.


    Vickie H., original Review from Google – Sept. 1, 2017

  • ★★★★★

    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 H., original Review from Facebook – May 7, 2018

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  • ★★★★★

    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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  • ★★★★★

    I was looking for a place to get my wife’s ring sized and and couple of lose stones set. After finding this place on yelp we headed over to get the work completed. They are conveniently located in Pigeon Forge and easily accessed from the 2 main roads through town.


    The staff at the store are friendly and are eager to help you find that special item. We looked through their ring and pendents to find the right ones for our stone. We made our selection and told us when it would be ready. They had the work completed quickly and surprised it came in fasted than expected.


    If you are looking for that special gift or need jewelry work this is the place to come. They have good pricing and excellent service.


    Jeffeory H., original Review from YELP – January 17, 2018

  • ★★★★★

    American Jewelry Company helped me with choosing an Engagement ring. Great atmosphere and very knowledgeable staff. I was very pleased with the service I received. My fiancée was even more excited!


    Timothy W. – Sevierville

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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.

Visit Our Jewelry Store or Call (865) 453-3294 Today

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