Wedding Blog

Yesterday I blogged about the possibility of buying an engagement ring from a store other than the high-end jewelers featured in all the bridal magazines.

A couple may choose to purchase a ring at a department store or a chain jeweler for many reasons: price, convenience, or allegiance to a particular store’s name. And that is fine. However, there are some things you should be aware of before shopping at one of these stores:

1) Chances are, the diamonds will not be as high-quality as you might find in a higher-end jewelery store. The chain jewelers are about pushing volume, not quality. Furthermore, they cater to the customer who probably has not purchased jewelry before and may not have an established relationship with a jeweler. Their ideal customer comes in off the street, knowing nothing about diamonds, ready to be sold whatever ring strikes his (or her) fancy. If a high-quality diamond is not especially important to you then that is fine, but just be aware that a department store is not the place to look for a flawless stone.

2) The salespeople will likely not be very well-informed on the products they are selling. In high school I worked at the Sears jewelry counter, and was given the job based on no qualifications. I took it upon myself to do extensive research, learning from vendors and the other knowledgeable employee, but that was not a required or even recommended part of my job. Many of my co-workers knew next to nothing about the products they were selling and knew only how to read the information from price tags or computer screens. A shocking example of this was something I heard when a customer came to my counter from a competing department store. A math teacher, he was appalled when the salesgirl at this other store tried to tell him that a 1/3 carat stone was larger than a 1/2 carat stone. That may be an especially shocking example of ignorance, but it proves my point: in many mall or department store jewelry stores, you cannot rely on the salespeople to inform you about the product. Doing your own research is essential.

3) Due to the nature of the chain stores, their selection will be much smaller than at a higher-end jeweler. This also means that there will be more people running around wearing an identical ring. Again, this is a matter of personal preference. But if you want a truly unique piece which you can personalize, you should probably look elsewhere.

4) Most repairs are *not* done in-house. Again, at my Sears store we sent most jewelry repairs (aside from those I was capable of) to an outside shop. The customer did not have the opportunity to interact with the repairman, and though I never lost a piece of jewelry, the chance was certainly higher. Conversely, when I take my e-ring in to the local higher-end jewelry store Mr. Blueberry bought it from, they clean it, inspect it, and fix it in-house (usually while I wait). Many mall chains do simple repairs in-house–prong straightening, resizing, etc.–but rely on outside sources for more complex ones.

5) An engagement ring is an investment piece, one which you will likely own for the rest of your life and possibly pass on to future generations. As such, many of us consider it important to develop a relationship with the store of origin. Tiffany’s won’t be going anywhere anytime soon, but you never know when that mall shop will close its doors. Many local jewelry stores have been in business for decades, and thus get to develop a real relationship with key customers. Our store recognizes Mr. Blueberry and I as soon as we walk in the door, offering to clean my ring and asking about the progress of our wedding planning. Granted, they’re just hoping we’ll continue to spend money there, but their service is appreciated nonetheless.

6) In some cases, you’re paying for the brand. Miss Plum found out that the price can vary widely for two identical platinum bands, and other commenters pointed out that her band could be found even more inexpensively. But the Tiffany & Co. name is important to her, which I think is totally justified. However, some of us don’t mind. And by foregoing the brand, you can save a lot of money. Furthermore, many of the most popular styles found at the big-name jewelers are replicated by the lower-end chains, often for a fraction of the price.

I’m not trying to sway you one way or the other–each couple’s tastes and financial situations are unique. However, I do think it is important to consider not only what ring you choose, but where it came from.

Oh, and the rings I showed you yesterday? Here is my summary analysis:
JC Penney ring: Love the style–I think it’s gorgeous and very well-proportioned. But diamond quality is very low–you’d possibly even see some visible inclusions, and the color will have a faint yellow tint. It also seems very overpriced for what you get (even accounting for the sale).

Helzberg ring: Can’t tell too much without knowing the diamond quality, but Helzberg is a reputable jeweler so I have no reason to believe it is inferior. Style-wise, I think it is also very very pretty, and if its quality is high enough, then I would see no reason not to purchase it.

Kohls ring: A very different style from the previous two, but also pretty. It’s very unique, yet somehow more traditional. The sapphires make a great accent, and since sapphires are a very sturdy and low-maintenance gem (compared to more delicate stones like pearl, or emerald) they should hold up well over time. But again, diamond quality is a serious issue. It would be a perfectly fine “starter stone”, like one of yesterday’s commenters suggested: puchasing an inferior center stone now, and saving up for a flawless or near-flawless diamond later, is a feasible option for many couples.

Zales ring: Another great style, and I love its smooth, modern look. But yet again, diamond quality is an issue.

I hope this has helped you become a more informed shopper, if you choose to explore the mall jewelers or department store jewelry counters!