There are a lot of games being played in the jewelry business. One of the biggest and most common is the big markup - big discount game. When you walk into a jewelry store, or visit one online, it’s very common to see sales of 50%, 70%, and even 90% off. While this marketing tactic increases sales, it’s generally not in the best interest of the customer. 

Low Quality Jewelry

When you see such steep discounts it often involves low quality jewelry marked up at least 10 times. 

We recently had a family friend buy a diamond engagement ring. They shopped around for months and found the best deal they could. They had the ring for less than a year and the setting had bent significantly during that time. 

Being family friends they called us first to see if we could repair it, which of course we did. 

Once we got the ring in the shop it was clear that the jeweler that made the ring had decided it was better to save $10-$15 worth of gold used to reinforce the setting than to create an engagement ring that would last. 

In contrast, if we had made the same ring in our store we would have used 15-20% extra gold to properly reinforce the setting and extend the life of the ring. That extra attention to detail is what we mean when we say our jewelry is “heirloom quality.”

Getting a Good Deal

So this all begs the question: How do I tell if I’m getting a good deal on jewelry? One of the best ways is to look at the prices of their gold chains. Almost all gold chains on the market are made in Italy. 

Jewelers can negotiate slight discounts with the Italian manufacturer, but the cost falls within about 10% across the board. So, if their gold chains are marked up 50-70%, you need a sale of 50-70% in order to get a fair price. 

Use this trick to get an idea of how much of the “Big Markup - Big Discount” game is being played.

Our Philosophy

Our philosophy is simple and based upon tried and true fundamentals. Buy the best gemstones direct from the source, pay in cash, and create high quality jewelry that’s meant to last. 

Buying direct from the source cuts out the middleman, or “middlemen” to be exact. Every person that touches it marks it up. 

For example buying pearls. The pearl farmer has a price, then they sell it to the pearl sorting warehouse, then they sell it to wholesalers who sell it to loose gemstone dealers, who sell it to a retailer. That’s five steps that we try to avoid by buying directly from the pearl farmer.

Paying in cash allows us to negotiate a better price and to avoid paying interest. 

Creating high quality jewelry is essential for maintaining our reputation and keeping customers coming back. When you fall in love with a piece and buy it from Park City Jewelers you know that you’re getting a quality piece, for a great price, that will last a lifetime. 

Buy From Us

When we offer sales, you can rest assured that you’re saving money and not sacrificing quality. We are so confident in our pieces that we offer a free lifetime warranty covering craftsmanship, service, and cleaning. 

Shop with us and you’ll never have to play the big-markup big-discount game again!

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Have you been dreaming of having a custom piece of jewelry made? Few things can match the sentimental value and meaning of a custom piece of jewelry. Park City Jewelers is your custom jewelry expert. With four award-winning jewelry artisans on staff, we can create nearly anything you can imagine, from simple designs to complex masterpieces.

We have over 150 years of combined experience crafting custom diamond engagement rings, wedding sets, anniversary bands, birthstone jewelry, men’s bands, custom earrings, bracelets, rings, pendants, and much more.

In this blog post, we cover our process of imagining, designing, and crafting stunning custom jewelry. Read on to learn more!


A great custom piece of jewelry starts with a great idea. It can be a moment or event you’d like to commemorate for a lifetime, or it can be the perfect combination of gemstones and settings that will make the piece exactly match your personality and style.

If you’re interested in a custom piece, but you’re unsure of what you want, a great place to start is to look at our jewelry online or in-store. You’re sure to find a piece to spark your imagination.

The jewelry artisan you’re working with can also be a fantastic resource in guiding you to the materials and design that will speak to your heart.