Business Philosophy

Throughout our long history we have always been a family owned and operated business. As such, there is a great desire to make sure that all of our customers are satisfied, something that is often lacking in big retail stores these days.

This desire to please, makes us take an unusual approach to advertising. We feel that if a customer is happy with us, they will send their friends, who will do likewise. Conventional advertising expenses for stores of modest size can easily run 50,000+ per year. By saving this cost, our prices can be lower, contributing towards customer satisfaction.

This word of mouth advertising is what sustains us. Furthermore, it places the customer in control. By not adding a percentage to your purchase, and using the money to advertise how great we are, whether you think so or not, as other stores do. We, in effect, allow you to decide for yourself if your friends should be referred to our store. This assures that both you, and they, will be well treated here.

In our quest to keep your costs down, we purchased our showcases from other jewelers who closed, saving perhaps ten thousand dollars. A similar amount has been saved by omitting the special lighting found at most jewelry stores. We feel these high intensity lights mask the true appearance of a stone by artificially enhancing its appearance while in stock. I feel this is the very reason many stores use it. Your purchase will not look any different in "the real world" than it does in our store.

Further savings were associated with the purchase of our Diamond Microscope which saved several thousand dollars, having been purchased used, in mint condition. This highly specialized instrument is available to the public at any time for reviewing our merchandise, or anything you might wish to bring in.

While we are happy to inform you of the grading of our Diamonds, we feel it is a far better practice to also allow you to see with your own eyes, exactly what this grading means using our microscope.

We are very proud of our business, which dates back over 35 years, and involves the efforts of 4 generations. Having been both a witness to what it has taken to build the business, and directly involved in it for over 20 years myself, I can assure you, we will do our very best to satisfy your needs as a customer.

     Sincerely, Kevin Mueller


(above)
Our Bausch & Lomb, Stereo Zoom Microscope.

Although Diamonds are graded at 10 power, our Microscope has a seemless zoom, ranging from 10 to 70 Power!

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