By Eve Mitchell
STAFF WRITER
When it comes to romantic gestures, fine jewelry can speak volumes.
But before giving a loved one jewelry for Valentine’s Day, there are steps you can take to obtain a quality piece of merchandise sold by a reputable seller.
Fine jewelry, made from precious metals such as gold or silver and set with either precious or semi-precious stones, is not the most common Valentine’s Day gift but it is one of the more expensive gifts.
A survey conducted in January by TNS Retail Forward found that only 3.5 percent of shoppers interviewed planned to buy fine jewelry as a gift this Valentine’s Day with the average spending amount being $220.
“Two hundred dollars for a piece of jewelry is not cheap,” said
Maire Loughran, jewelry feature writer at www.101suite.com, which provides information on hundreds of topics.
All the more reason to check a retailer’s return policy, whether the seller be an online or brick-and-mortar business, in case a ring or bracelet may not fit or the recipient does not like the jewelry, experts say. Check whether any warranty policies apply to the purchase.
“You want to know about the return policy before the purchase,” said Nancy Stacy, a Walnut Creek-based jewelry appraiser with top-level credentials in three professional appraisal organizations, including the American Society of Appraisers, where she is a master gemologist appraiser. “Are they willing to give you a cash refund? Most stores don’t want to but at least be sure they will give you in-store merchandise credit. Any reputable jeweler should be willing to do that.”
Shopping at a brick-and-mortar jeweler can be done at the last minute but that may not be possible with an online retailer since their delivery policies vary, said Loughran. So to ensure timely delivery from an online retailer, try to place the order as soon as possible. Reputable online sellers include www.overstock.com, www.sundancecatalog.com and www.bluenile.com, she said.
Consumers can get competitive prices for jewelry sold on various Web sites, then bring a list of prices when they go into a brick-and-mortar store, said Stacy. “That is a good bargaining tool,” she said.
Go in with a budget when shopping at a brick-and-mortar retailer, regardless of what type of jewelry you are considering.
“Buy what you can afford in the brick-and-mortar shop. Go in there with a budget and be firm,” Loughran said. “They are always going to try to up sell you, whether it’s a jewelry store or a jewelry counter at a department store.”
Stay away from larger brick-and-mortar retailers such as department stores and mall-type stores that focus on having big sales, Stacy said. Look for a store that has a good reputation, is a small chain or family-owned, and has been established for a long period of time, she said.
“I would recommend stores that don’t advertise on the basis of cut-rate prices. That kind of store generally charges more in the first place so they can give a big discount,” she said. “I would try to deal with stores where you can talk to the owner. Generally, with huge chain stores and mall-type stores, you are working with people that are hired by the hour and don’t have the authority to do anything.”
So what kind of jewelry is popular for Valentine’s Day?
Earrings and pendant necklaces are big sellers, said Cherl Spitz, who with her husband, Gary, is co-owner of Spitz Jewelers in Walnut Creek and Oakland.
“It is a fairly late and impulsive buy,” she said. “What we try to do is have stuff on hand that can be wrapped up and out the door. People don’t plan for it.”
That’s why retailers expect Valentine’s Day shopping to really start happening on the Friday before Valentine’s Day, which this year falls on a Saturday (Feb. 14).
Semiprecious stones such as garnet, kunzite, pink tourmaline or amethyst are popular when it comes to colors.
“All those are in the red, pink and purple colors family that would be a hue for Valentine’s Day,” said Loughran. “You can never go wrong with a heart-shaped locket. Hearts are always appreciated, especially on Valentine’s Day.”
Go with a type of jewelry that the recipient likes and can use.
“If you are buying pierced earrings, make sure the person has pierced earrings,” Loughran said.
If you buy a precious stone, which include diamonds, rubies, sapphires, emeralds and opals, get a certificate of authenticity.
“You want to see the certification that goes behind the stone, especially with diamonds,” she said.
Before buying jewelry, consumers can educate themselves by going to industry Web sites such www.americangemsociety.org (American Gem Society) and www.jic.org (Jewelry Information Center).
Stacy shared some tips for how to evaluate the quality of jewelry, once it has been located in a store.
“One of the most important things you can do is turn it over and look at the back and see if it is well made by how the back is finished. If the back is as beautiful as the front, you’re looking at a fine piece,” she said.
Check out the chain carefully if considering a necklace.
“Slip it under your fingers and hold the chain and run it through your fingers with a slight curve in the chain so you can feel any bad links. You want to bend it a little bit so you know if the chain is flexible for the whole length. If it is not a well-made chain, you are going to feel a catch and it will be uncomfortable to wear,” Stacy said.
Source: www.contracostatimes.com
