High Priced Chain Jewelry Stores: Buyer Beware

Chain jewelry stores have been bombarding us with concepts of “love” for years with their suggestive messaging. After all, why bother if he didn’t get it from Jared … and, doesn’t every kiss begin with Kay?

A word of caution: everything that glitters is not always golden.

Popular chain jewelry stores are not all what they promise. Slick advertising and lavish retail space in premium locations are expensive, and force an extreme markup on fine jewelry—as much as 1,000 percent! Chain jewelry stores are known for offering hyped up sales at rock bottom prices. However, the quality of diamonds and gemstones sold by chain stores is generally mediocre to poor, making most pieces unworthy of their price point, even when offered at a deep discount.

Purchasing from a chain jewelry store means paying mightily for overhead and a big name. So, why not consider buying from an established pawnbroker and be guaranteed exceptional quality at a fair price?

There is a misconception that pawnshops don’t offer good prices to the public for their pre-owned jewelry. The reason is that shops buy jewelry based on overall value and rarity of the piece, rather than original retail price. That means a new engagement ring bought for $5,000 retail will fetch only 10 to 20 percent of that cost ($500 to $1000) when sold to a pawnshop. Pawnshops in turn are able to pass along notable savings to their clients by reselling the piece for 30 to 40 percent above actual value ($1500 to $2000)—a massive savings as compared to the 1,000 percent markup typical of buying new from a chain retailer.

Braswell and Son, premium resellers of new and pre-owned fine and vintage luxury jewelry, will ensure you get what you pay for and receive the customer service you deserve. With an on-site graduate gemologist and GIA trained staff, we hand select pieces based on genuine quality and value to offer the very best in affordable elegance. At Braswell and Son, you’ll find our professional guidance, quality selection and great savings to be more than a cut above the typical chain store experience!