We have decided it is time to Blog a bit. Give you some insights in to the business, our goals, and help educate people about our industry. I am sure it will be filled with typos, run-on sentences, and bad grammar. But the goal is to create a dialogue and impart information. So please forgive us, mostly me, for any of the above mentioned. That being said here is the start. For those who don’t know our history we are a 2nd generation jewelry shop. Devin, I and our amazing staff carry on a tradition taught to us by our father Tony. When he started the business it was a much simpler time. Gold was relatively inexpensive, rent was not outrageous and there was no internet. Just him and some friends creating jewelry. Things that start simple have a tendency to become complex. By the time we were ready to take the reigns the world had entered a new reality. The entire face of retail and jewelry has evolved. With more choices, more technology, and more competition. Some of which is fantastic, other parts are so complicated it can make you dizzy just thinking about it. You literally have thousands of online jewelry businesses. Offering the same services, sometimes even the same exact jewelry. And of course they all claim it is better than the next one, for less money. If you are anything like me it frustrates me to no end. With so many choices how do you even begin to narrow it down? My brother, the hyper intelligent one, told me about an article he had recently read. The article was a study performed on humans react to choices, I won’t get to in depth. The findings were that our brains really can only handle so many choices. When given too many options our brain actually goes in to the fight or flight response and begins to shut down. Often times we will skip the entire process and not make a choice at all. Or we begin to narrow things down based on our preferences. You have 25 peanut butter options. Some of us look for lowest price, some look for the organic options, and some skip it all together and decide they don’t even like peanut butter anymore. The real point of this blog is that we feel this frustration to. And we also understand it can be that way with jewelry. Especially with diamonds and gems. Because these are not items that we get much education on. We are not taught about how precious metals, diamonds and gems are mined. Or how these processes effect the world around us.

Well it is our hope to change that. We want to educate, we want to service, and we want to help you narrow down your options. And it is certainly not to make you buy just from us. We are a small boutique that certainly cannot be everything to everyone. What we want is for you to be able to make educated decisions in a realm that is often cloaked in mystery to the public. Why does one diamond cost 30 times more than another? Why does it matter where it is made? What is the difference between Lab-Grown (synthetic), simulant, and natural? What is a treated diamond? These are a few questions we will answer along with many more. Along with bringing you our story and our mission for the future. We hope that you check in from time to time. We are also always available to answer any questions you may have.

We hope you enjoy!

All the best,

Aaron