If I’ve heard one horror story, I’ve heard 100.  I know…its so CONVENIENT to just sit in front of your screen and click on some buttons.  But is it really that EASY and are you getting what you’re paying for?

“It’s Easy”

Is it really?  It’s fast, I’ll give you that; easy, not so much.  What if you don’t like it, don’t want it or don’t think its worth the price you paid?  Ship it back, right?  Sure.  First you have to call customer service and explain your issue.  Do they answer the phone or is it an automated system?  Do you have a leave a message or send an email to contact them and wait for someone to respond?  After someone finally responds you have to get either a return shipping label or PAY for the return shipping at you own cost,  which means you will have to go to the Post Office or a shipping store and mail your package back and then WAIT for them to receive it and get your credit.  Does that sound easy?  And what about service?  What happens a month later when a diamond or gemstone falls out and you want them to fix it?  Is it under warranty?  If it is, great!  Go back to the phone, call or email customer service, go back to the Post Office, etc.  If there is no warranty (which is the norm on the internet), you will have to find a reputable local jeweler to fix it and you will have to PAY for the cost of said repair.  Easy?  Convenient?

“It’s Cheaper than a Store”

Is it?  Or maybe they are showing you cheaper goods.  Fine jewelry that’s well made and contains natural gemstones and/or rare diamonds are just that — rare.  That’s why there are different price points for all different qualities and rarities of metals, gemstones and workmanship.  Do you trust the cheapest doctor in town with your health?  The cheapest car to drive?  Most of us won’t even drink the cheapest cup of coffee we can find!  And how do you KNOW that you are getting what they are telling you you’re paying for on line?  Can you see it? Touch it?  Try it on?  How do you know they’re telling you the truth about your purchase?  WHO are THEY, anyway?  Do you really believe everything you see on the internet?

Value and Trust

These are the cornerstones of local, independent neighborhood jewelers who have been part of your communities for most of your lives.  These are the jewelers your family has probably been dealing with for years who know them by name.  These are the jewelers who live, work and support your local economies.  These small, independent businesses are what built this great country and when you allow them to show you their fine jewelry they treat you with the respect you deserve and give you the value you expect.  These are the jewelers you can look in the eye if there is ever a problem and they will take care of you!  Many of them have warranties!  My favorite is the Preferred Jewelers Warranty, the only FREE lifetime national warranty program (www.preferred-jewelers.com).  You may have to make a few trips to the store to get what you want but think about it…when you’re planning on purchasing one of the most important pieces of jewelry in your life, or you want to make that birthday or anniversary truly special, isn’t it worth a little extra effort?

I’m all for researching products and services on line and comparing items.  I buy things on line just as you do.  But when it comes to a big purchasing decision like a piece of fine jewelry, I can’t give my hard earned money to someone I can’t look in the eye on goods I haven’t seen and tried on.  Technology and conveniences make our lives easier and satisfy our needs quicker so please, take out your smartphone, type in the address of your local jeweler and let your GPS take you there.

I welcome your comments.