The Jewelry Box Blog

A Beginner's Guide to Choosing a Jeweler

How to choose a jeweler

Buying jewelry isn’t the same as buying a new outfit. We’re willing to bet you buy a new piece of clothing at least every other month, so you’re kind of a pro.

How often do you buy jewelry, though? Probably not nearly as often. (We’re talking more Tiffany & Co.® than Forever 21 here.)

Not only do you go through the process less often, it’s also a bit more complex than choosing the most flattering sweater. There’s cut, color, clarity, carat – enough to make your head spin.

If you choose the right jeweler, you don't need to have all the answers. A quality jeweler will know all this and more, and be more than happy to teach you the ropes. Read on to learn how to choose a jeweler for your needs.

How to Choose a Jeweler

1. Ask for Recommendations

Word-of-mouth is king. In an industry as relationship-driven as jewelry, a recommendation from a trusted friend or family member is gold. (Pun intended.)

Don’t be bashful. Ask your grandma, your neighbor, your coworker and that jewel-encrusted lady you always run into at the coffee shop. The more info, the better!

2. Seek Out Reviews

Social media for the win! Not only can you blast a request for recommendations out to all your followers, you can do some digging on prospective jewelers’ pages and read through their reviews.

A local jeweler with 10,000 likes on Facebook is as solid an endorsement as your best friend swearing by them.

From buying an engagement ring to proposing to your love, we got you covered! Check out our guide.

3. Check with the BBB Watchdogs

User-submitted reviews are great for getting the customer’s perspective, right from the horse’s mouth. You’ll also want to check the Better Business Bureau, though, to get a more accurate feel.

Look up the ratings of each jeweler on your short list and make sure there haven’t been any crazy claims made against them.

4. Meet Their Pros

Can I get a bench jeweler? A Goldsmith? A GG (Graduate Gemologist)?

You’ll want a jeweler that has educated, certified specialists on staff to handle not only your questions, but any repairs or custom work you may need. Some credentials to look for: GG, RJ, CG, CSA, or CBJ.

Any of these show training from leading industry educators such as American Gem Society and Gemological Institute of America. Jewelers can also receive their Bench Professional Certification (CBJ) from Jewelers of America.

5. Beyond Selling

Another good indicator of a quality jeweler is the post-sale services they offer.

Can you return for routine cleanings? Do they perform repairs in house or ship them out? What if you need an updated appraisal?

Great jewelers strive to provide lifelong customer service to their clients.

6. Show Me the Certs

No one can pull a fast one on you if you ask for validation from an unbiased third party.

Think of it this way – typical purchases have ratings you can use to somewhat gauge their quality. Since diamonds are one-of-a-kind and no one has ever owned the specific one you’re considering, the only third party “review” you can get is a professional diamond certification.

The main players in diamond certification are American Gem Society, Gemological Institute of America and The European Gemological Laboratory. If your jeweler provides you with a certification from one of these, that’s a good sign.

7. Check the Fine Print

Ask to see copies of the jeweler’s returns policy and any warranties they offer. You want to make sure they’ll have your back if anything goes wrong.

Any jeweler that doesn’t allow returns or has very strict guidelines is one to avoid.

8. Go With Your Gut

In the end, choosing a jeweler is a personal decision. This will hopefully be a lifelong relationship, so you want to feel comfortable working with them.

If they hesitate to answer any of your questions or to provide any of the documentation you request, that’s a sign to steer clear.

There are so many great jewelers out there. If you’re visiting one and a red flag pops up, don’t be afraid to cross them off the list. There are many more sparkly fish in the jeweler sea. We promise.

Once you do find the right jeweler and jewelry item(s) for you, make sure that jewelry is insured! Jewelry insurance through Jewelers Mutual Group covers things like loss, theft, damage and disappearance. To see how much jewelry insurance could cost you per year, click the button below. 



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About Jewelers Mutual Group

Jewelers Mutual was founded in 1913 by a group of Wisconsin jewelers to meet their unique insurance needs. Later, consumers began putting their trust in Jewelers Mutual to protect their jewelry and the special memories each piece holds. Today, Jewelers Mutual continues to support and move the industry forward by listening to jewelers and consumers and offering products and services to meet their evolving needs. Beyond insurance, Jewelers Mutual’s powerful suite of innovative solutions and digital technology offerings help jewelers strengthen and grow their businesses, mitigate risk, and bring them closer to their customers. The Group insurers’ strong financial position is reflected in their 37 consecutive “A+ Superior” ratings from AM Best Company, as of November 2023. Policyholders of the Group insurers are members of Jewelers Mutual Holding Company. Jewelers Mutual is headquartered in Neenah, Wisconsin, with other Group offices in Dallas, Texas and Miami, Florida. To learn more, visit