Blog

We Have Moved To Our Brand New Store!

Sat, 22 Jun 2019 21:13:00 GMT

We have moved to our brand new store near the intersection of Peutz & Howell. We will be open Tuesday June 25th at 10:30pm. We look forward to serving you there!

New 2018 Christmas Flyer!

Thu, 29 Nov 2018 22:23:00 GMT

Click on the link below to check out all the new Christmas & Holiday Jewelry in our Flyer!

2018 CHRISTMAS SPECIALS

Our 80th Anniversary Christmas Specials!

Wed, 22 Nov 2017 00:49:00 GMT

Follow this link to our Holiday Sparkle flyer 2017

http://online.flipbuilder.com/plqz/ilee/

We are now an authorized Bertucci dealer!

Thu, 19 Oct 2017 21:49:00 GMT

Built super tough and made for the outdoors Bertucci watches come with proven Miyota (which Citizen also uses) and Swiss movements, heavy duty straps (made in the USA), either sapphire or hardened mineral crystals, and a variety of case materials and dial treatments to choose from. And best of all they start at ONLY $65.00!

Indian Summer Sale 2017!

Mon, 02 Oct 2017 23:06:00 GMT

Chamilia closeout sale!

Wed, 02 Aug 2017 23:04:00 GMT

We have been happy to provide you with Chamilia bead charm jewelry over the past few years yet unfortunately the company has changed and support for retail vendors like us is no longer their top priority, therefore we have decided it is time to close-out the line to make way for other new and exciting ones.

We still have a large selection of Chamilia product left and are offering it to you at a phenomenal wholesale cost special:

Buy any 2 beads and get 2 more (of equal or lesser value)

FREE! Or Buy any 3 beads and receive a bracelet FREE!

Note that we are still able to order bead charms just not from the Chamilia line.

Valentine's Day Specials!

Tue, 07 Feb 2017 17:50:00 GMT

Our Valentine’s Day sale is going on now through the 14th. Find a special gift that says I love you from our vast and beautiful jewelry lines. Sale prices are from 15% to 25% off in stock inventory, and check out the following link to our exclusive Valentine’s Day flyer.

www.bercojewelry.com/promotions/2017 Valentines Day/index.html

Visit us at the OC Bridal Show.

Wed, 01 Feb 2017 17:55:00 GMT

Stop down and visit us this Saturday the 31st from 9:00 to 3:00 at the Oak Creek Community Center for the annual Bridal Expo.

We will be handing out coupons at the show with exclusive bridal jewelry sale specials! Attend the show, receive your coupons, make note the following promo code, then stop in our store to take advantage of the savings!

PROMO CODE: OCBX17

http://www.occenter.com/calendar.html

Christmas Specials!

Thu, 22 Dec 2016 23:51:00 GMT

TWO days left to stop in and find the perfect gift. We still have a vast selection of new & exciting inventory which is sure to please and make this a year to remember, and all at fantastic sale prices of 15 to 30% off through Christmas!

Follow this link to view our beautiful new Christmas Jewelry in our 2016 Holiday Flyer!

www.bercojewelry.com/promotions/holidaywishbook/index.html

Q: Is one diamond quality aspect more important than another?

Mon, 21 Nov 2016 17:45:00 GMT

A: All quality aspects are important however the least to be concerned with is clarity provided the inclusions / imperfections are not terribly eye visible, impeding the flow of light return, or pose any detriment to the stones durability. Color and cut are pretty much equal in importance and will strongly effect the immediate impression you’ll have of a given diamond. Cut proportions too far from ‘Ideal’ will diminish the light return of the diamond, and color grades below H will start to become increasingly obvious (yellow, brown, etc.) to most human eyes. I would also like to note that carat weight although not exactly a quality factor will affect price just as much, but compromising quality to gain a bit of size within the same budget we find most people regret later. A fine diamond is much more impressive and holds its value more than a larger one that's ‘meah’… mediocre. The blog previous to this one elaborates more on these issues and may prove helpful to you as well.

Q: What diamond qualities will give me the most beauty at the best value?

Mon, 17 Oct 2016 16:45:00 GMT

A: Every diamond shopper would love to own a huge perfect one but since most of us have a budget unfortunately some compromises must be made, and this is when deciding which quality factors are most important comes into play. The diamond you decide upon has much to do with personal preference however our professional opinion and educated common consensus does suggest a range whereby all the ‘naked eye’ perceivable quality factors are equally present.

Clarity of VS2 or SI1 is a good choice because your diamond should be free of eye visible inclusions and durability issues. SI2 (and very occasionally I1) clarity stones can also be acceptable provided a gemologist cherry picks you a really good one. Clarity grades from VS1 to FL will cost far more and don’t add any beauty to the diamond that will be perceivable to the naked eye. Clarity grades lower than I1 will usually have very noticeable imperfections and/or structural problems.

Most people will start to notice a tint of body color at letter grade H (especially the larger the diamond), therefore color grades of G up to D (colorless) will have increasingly more of the desired ‘white’ pure ice like appearance. If you want the first impression of your diamond to be that it doesn’t have any color then a G is a good choice, F is even better and makes the stone a bit more special due to it being rarer. D or E are really ‘WOW’ white but obviously get quite a bit more expensive.

Cut proportions that are within ‘Ideal Cut’ parameters will yield the most light return and beauty. Polish, symmetry, and cut grades should be lab graded at least ‘good’ (grades lower than this will affect beauty); though we tend to suggest ‘very-good’ since the difference in appearance is noticeable enough to make the extra expense worthwhile. However with cutting technology as it is today most newly cut stones should be very good to excellent anyway.

UV fluorescence should be no stronger than medium or it can adversely affect the appearance of a white diamond despite what some jewelers may say… because strongly fluorescent stones are less rare and less expensive so there is more profit to be made in selling one to a customer that is not aware of it.

In summary the best ‘beauty to value’ quality combinations are generally within VS2 to SI2, F to G, ‘Ideal Cut’ proportions or close to them, very-good polish, symmetry and cut grade, none to faint fluorescence (preferably blue in color if it has any). All this considered we still advise our customers to only spend money on what is appreciable to their eye… for that is the most important factor!

Aspects of diamond quality and how they relate to each other and cost can be a bit confusing and overwhelming but we will be happy to sit down and take as much time as you would like to explain them correctly and show you the differences.

Q: Is a brand name diamond any better?

Mon, 19 Sep 2016 16:45:00 GMT

A: Shakespeare said it best… “A rose by any other name would smell as sweet”. Meaning in this scenario the only things a designer name will add to a standard 58 facet round diamond are a fancy title, and usually a much higher price! Many jewelers choose to sell brand name traditional round diamonds because they hope they can convince the average customer that the branded diamond is somehow superior to the one that’s not. The cutting houses promote their branded diamonds by giving jewelers special incentives and advertising tools to build this misconception which in turn makes both of them more profit. One will see most brand names applied to ‘ideal cut’ round diamonds because with modern cutting technology nearly any cutter can achieve exceptional proportions, so each cutter must make their ‘ideal cut’ sound more appealing than the other guys ‘ideal cut’. The best advice is to ignore the sales spiel and name of the product. Instead compare universal quality aspects such as cut proportions, clarity, color, and cut grades, polish, symmetry, and fluorescence making sure everything is ‘apples to apples’ i.e. nearly identical. Preferably the compared stones should be graded by the same lab, and make sure it’s a recognized and accurate lab such as GIA. The ‘ideal cut’ GIA certified round diamonds I carry are not branded because this saves our customers unnecessary expense. I tell my customers jokingly “I’ll help you choose the perfect diamond with qualities that are important while saving you money by not selling you one with a fancy and useless title. Once you get it home feel free to call or name it whatever you want which won’t make it any different than the one with the fancy title you could’ve bought at my competitor for 20% more.” Lastly keep in mind that not all cutter branded diamonds are smoke & mirrors IF the proprietary title pertains to a patented or unique fancy cut such as a ‘Radiant Cut’ etc., or if the diamond has special attributes such as it’s a Canadian mined free trade & conflict free stone.

Q: What is an "Ideal Cut" stone?

Tue, 09 Aug 2016 16:45:00 GMT

A: The term "Ideal Cut" generally refers to cut proportions of a round stone which are mathematically correct in relation to light physics thereby allowing the stone to return entering light back to the viewer as efficiently as possible. Every shape of stone theoretically will have its own set of ideal cut parameters but those of fancy shapes (and occasionally even rounds) are scientifically debated from time to time, however most skilled gemologists do agree on certain cut angles and percentages of depth that yield consistently excellent results. Kelvin is a G.I.A. graduate gemologist and has many years of experience viewing, choosing, and grading loose diamonds and will be happy to explain the ideal cut parameters of the diamond you are looking for and help you to select the best one out of our many ideal cut stones.

Q: How often should I have my jewelry inspected?

Tue, 28 Jun 2016 16:00:00 GMT

A: Our professional recommendation is that the condition of your fine jewelry be inspected at least every six months if it is continuously worn, or immediately if you believe it may have experienced any trauma such as an impact (keep in mind that precious metals are relatively soft, and many gem materials are fragile) or exposure to corrosive chemicals. We don't charge for inspections or in-house repair estimates, and it's always better to be safe than sorry so feel free to have us check your items often!

Summer hours of operation.

Thu, 16 Jun 2016 21:50:00 GMT

Please note that from now until August 31st our summer hours will be the following:

Mon: 10:30-5:30

Tues-Thurs: 10:30-7:00

Fri: 10:30-5:30

Sat: 10:00 to 4:00

Thank you, and have a great summer season!!