Every diamond has a story. Every necklace has a tale. They're more than just sparkly rocks and shiny metals. They mean something. We give gifts all the time. Socks, gift cards, electronics, movie tickets. But when you give someone a piece of jewelry, there's a deep, emotional purpose behind it. It means something more. Something serious and intimate.All the reasons why you love someone are wrapped up in these little symbols. Maybe those earrings mean you're a great mom. That watch might mean you were a great friend through difficult times. And that diamond ring means I want you by my side for life. Like most other jewelry stores, we've got quality diamonds and wide selections and affordable prices and blah blah blah... But that's not what sets us apart. Instead, we hope you'll come to us because we know what all this means

That diamond ring... That emerald necklace... That brilliant watch...   We know what these things mean to you (and WILL mean to you for years to come). And that influences how we approach you as a customer. We're not interested in pushing you into a quick sale. You rarely find the perfect piece of meaningful jewelry in 10 minutes. We want to offer you a free cup of coffee or a bottled water...let you browse...take your time...until you find that piece that perfectly captures all the reasons why you're buying it in the first place. Knowing what this means also influences our approach to what you buy. In other words, there's a reason you're buying a piece of jewelry...and it's not our reason. It's not about us. It's not about what we like or what makes sense to us. You're only going to find meaning in what you like and what makes sense to you. Maybe based on some inside joke in your relationship, you HAVE to have a pair of black and green earrings. In that case, it doesn't matter if we might like a different pair better, so you don't have to worry about us steering you in a direction you don't want to go. We'll offer suggestions if you ask, but this is about your symbol. Your meaning. Finally, knowing what this means also influences how we feel about cost. Look, to be perfectly frank, we'd rather do business with you a little bit...than not do business with you at all. If a $5,000 diamond ring is what will mean the most, then so be it. We've got those. And if a $300 diamond ring from our Solitaire Sandbox is what will mean the most, then so be it. We've got those too. Again, we're most interested in connecting you with the piece of jewelry that will mean the most to you or the person to whom you're giving it. Whatever it costs is what it costs. So you don't have to worry about us steering you to the expensive section. This is about you, not us. Those three ideas (taking your time, finding your piece, and comfort with your price) are how our focus on meaning affects you. Buying jewelry is long-term symbol selection. It's important stuff. And one of the ways we became Bloomington/Normal's most trusted jeweler over the past 89+ years was because we recognized that importance.