We have seen the dynamics of the marketplace change over the course of our 70-plus years in business. We have seen the shift from downtown shopping districts to suburban shopping centers to giant regional-covered malls, and to the current trend of “Lifestyle Centers.” We have responded to these shifts as well, moving our stores from downtown locations to regional malls and now to freestanding Superstores, located adjacent to other “Lifestyle Center” retailers. We have opened eight Superstores: Folsom, Elk Grove, Bakersfield, Visalia, Modesto, Roseville and Fresno, California and Reno, Nevada. With more than four times the square footage of the average mall jewelry store, these stores have amenities such as private viewing rooms, computer design centers, stores within a store – featuring the top brands in the industry, in-store jewelry manufacturing facilities and sophisticated diamond quality analysis equipment.

In addition, the Superstores have comfortable lounge areas, satellite television, a fireplace and complimentary beverages for your comfort and enjoyment. Due to the available space a Superstore location affords, we are able to stock a much larger selection of jewelry than a typical mall store can carry. Our plans for the future call for more Superstore locations. We feel strongly that these stores, equipped with the latest technology, a comprehensive and large selection of merchandise, a very comfortable atmosphere, and employing a knowledgeable staff able to explain the various aspects of gem selection, sets the standard for the future.