Shane Co. Jewelry: History, Quality, and Brand Overview

If you’ve ever found yourself wishing you had “a friend in the diamond business,” it’s Shane Co’s mission to be just that. A reliable and high-quality jewelry retailer with exceptional customer service.

But does Shane Co. deliver on that promise?

In this overview, we’ll look into everything Shane Co. has to offer, from the materials they use to the customer experience they provide.

Shane Co. has been a family-owned and family-run jewelry store since it was first founded in 1971. It remains the largest family-owned jewelry retailer in the United States.

Source: Shaneco.com

Unlike many high-end jewelers on the market today, Shane Co. imports their gemstones directly from select gem cutters before incorporating them into their designs.

This tradition of searching out and hand-picking gems is a cornerstone of their business model. So much so that Tom Shane himself is still involved in this important aspect of the company’s core operations.

Their website features several helpful resources (including video guides) that are designed to help customers better understand what goes into evaluating a diamond’s beauty and value. However, when it comes to diamond certification, Shane Co. doesn’t see this as a top priority (more on that in a bit).

Shane Co. is known for its wedding jewelry and engagement rings. Not only do they feature an extensive collection of ready-made pieces, but customers can also choose to design their own ring by picking from Shane Co.’s collection of settings, colorful gemstones, and finishing accents.

If you’re the creative type that likes to mix, match, and customize, there’s plenty of variety when it comes to Shane Co.’s gemstone collection.

Source: Shane Co. via Instagram

Source: Shane Co. via Instagram

Shane Co. claims to be extremely customer-centric, and their array of customer perks speaks to their dedication to customer satisfaction. For example, they offer a free lifetime warranty and upgrade program for their pieces, as well as free lifelong jewelry repair, care, and maintenance.

As a Shane Co. customer myself, I’ve only had good experiences in my interactions with Shane Co. employees. Their in-store jewelry consultants do not receive commissions, which is a purposeful choice on the company’s part. In other words, consultants have less incentive to try to upsell customers beyond their target budget amount.

My husband and I purchased our wedding rings from Shane Co. We were looking for very simple but high-quality wedding ring styles, and we each ended up choosing a classic 14k white gold wedding band.

Not only did we have a great experience with the staff as we navigated the store to pick out and try on wedding ring designs, but we’ve also received the same excellent service when returning for complimentary ring cleanings. And even though my engagement ring isn’t from Shane Co., they are always happy to clean it anyway—whether or not I’ve brought along my ring from Shane Co. as well.

My personal experience seems pretty consistent with the overwhelming majority of Shane Co. reviews online (including results from websites like Yelp, The Knot, and Wedding Wire).

Of course, those looking specifically for certified diamonds at Shane Co. might have a less rewarding experience.

According to expert Shane Co. reviews, most of their diamonds aren’t certified—and the ones that are certified aren’t priced competitively. Critics point out that you’re likely to find a much better price for a diamond ring of comparable quality from retailers like James Allen or Whiteflash than Shane Co.

This family-owned jewelry company is all about building a trusted relationship with customers through well-crafted fine jewelry and excellent customer care.

Most customers report that they’re happy with the value and customer service at Shane Co. Unfortunately, Shane Co.’s ethos as a reputable jeweler has been tainted in the eyes of diamond experts that expect certified diamonds—and at the right price.

From a customer’s standpoint, an AGS or GIA diamond certification allows you to compare apples to apples by looking up diamonds of the same grade from other retailers. That way, you can compare prices and see if you’re getting a competitive price.

When it comes to Shane Co.’s non-diamond offerings, there are no prevailing complaints about quality. And with a free lifetime warranty, there’s no need to question their dedication to jewelry that will last a lifetime.

Are you shopping for a diamond engagement ring? If so, most experts recommend only buying certified diamonds—whether from Shane Co. or elsewhere.

But if you’re interested in other fine jewelry offerings besides diamonds, Shane Co.’s lifetime warranty, complementary services, and quality craftsmanship do offer excellent value.