We're not all jewelry experts. In fact, the average person is pretty uninformed when it comes to jewelry in general.
Nonetheless, most people eventually find themselves in the market for jewelry for one reason or another. And suddenly, they're thrown into a world they know nothing about.
Chances are, if you find yourself in such an overwhelming situation, you turn to what's familiar.
For Canadians, one of the most familiar and accessible jewelry stores out there is probably a store called Peoples Jewellers. But is their jewelry a good buy?
In this review, we'll talk about quality, selection, and customer service. But first, a little bit of background!
About Peoples Jewellers
Peoples Jewellers is a Canadian jewelry store that started as a family business back in 1919. After significant growth over time, Peoples was bought out by Zales, and in 2014 it became a part of the Signet corporation (joining other jewelry giants like Kay and Jared's).
As a member of the Signet corporation, Peoples is dedicated to sourcing diamonds ethically, per Signetsupply chain standards.
Today, Peoples Jewellers is Canada's oldest and most well-established jewelry retailers. The chain boasts 150 brick and mortar stores in malls and shopping centers all over Canada.
What kind of jewelry does Peoples Jewellers carry?
Peoples Jewellers offers what they call an "assortment of affordable fine jewelry."
While they do carry a few pieces that feature lab-created stones and sterling silver, Peoples Jewellers uses precious metals for all their designs. Their least expensive pieces are made of sterling silver or 10K solid gold.
You can certainly find high-quality jewelry for an affordable price. But the term "affordable jewelry" is generally considered a different category. Specifically, it usually refers to either demi-fine jewelry formulations like gold vermeil and sterling silver, or fashion jewelry styles that are simply gold-plated.
Specifically, it usually refers to either demi-fine jewelry formulations like gold vermeil and sterling silver, or fashion jewelry styles that are simply gold-plated.
The majority of Peoples Jewellers designs fit more accurately in the "fine jewelry" category due to the materials and price level. Especially considering that the retailer proudly labels itself "Canada's diamond store," it's safe to say their focus is on diamonds and fine jewelry.
In reality, Peoples Jewellers pieces are not any more affordable than other fine jewelry on the market. In fact, some contend that their prices are far too high for the quality they offer.
As for the jewelry styles available at Peoples, their selection is much what you'd expect. A focus on engagement ring designs and wedding jewelry and an array of traditional (predictable) pieces like pendant and pearl necklaces, hoop earrings, and diamond rings.
In other words, there isn't anything unique in their selection that you wouldn't find anywhere else. That said, some styles are universal staples for a reason.
Peoples is a jewelry store that many shoppers are willing to try because they see it everywhere.
The company makes a point of marketing itself as the location for Canada's largest assortment of diamonds and fine jewelry. Plus, it's been around for so long that some might be more likely to trust it.
Peoples Jewellers also attracts customers by holding significant sales fairly often. Coupon codes, Black Friday and holiday promotions, special offers, discounts...all these catch the eye of shoppers who look for a good bargain.
Fine jewelry and diamonds for up to 50% off? That's likely to turn some heads. But before getting carried away, there's more to consider.
Is Peoples Jewellers good quality?
Now, for the most important question: would your money be well-spent at "Canada's diamond store?"
Unfortunately, most experts and previous customers strongly recommend avoiding this large retail chain. Michael Fried atTheDiamondPro rates Peoples Jewellers 1 out of 5 stars based on price level, diamond selection, and customer service.
Fried described the diamond quality as unimpressive and overpriced. In his estimation, diamonds of comparable quality can be found for as much as $1,000-$2,000 less from other retailers. Yikes!
When it comes to your everyday jewelry shoppers, very few of them have good things to say about Peoples Jewellers in their reviews online. Recurring themes include reports of loose and discolored stones, excessively long wait times, and frustrating customer service interactions.
Also concerning is the large number of customers that find the warranty and return policies at Peoples Jewellers misleading. Too many run into problems with their diamond warranty. Others end up having to pay for ring re-sizing, a service that they thought was complementary under their purchase plan.
These inconsistencies and more have left Peoples Jewellers customers in the lurch time and time again.
Review websites likeSitejabber,Yelp, andn94.com are riddled with warnings from previous customers urging others to find a more reliable jeweler than Peoples.
What’s the verdict?
Maybe you got your hands on a Peoples Jewellers coupon and want to save a little money on your next jewelry purchase.
But if you have your heart set on a shimmering diamond for yourself or someone you love, now is not the time to take a chance. Instead, we recommend finding a jeweler that's established more trust in their customer care standards—and the quality of their gemstones and craftsmanship.
At the end of the day, a reliable purchase with a solid lifetime guarantee is the best deal you can ask for!