The Orange County Register

April 26, 1992

That’s what Gallery of Diamonds, the new wedding ring store in Costa Mesa, has been giving away to introduce itself to Orange County.

The store opened in September and has given away more than $10,000 worth of blue sapphires, Mozambican garnets, and gemological appraisals, according to a store representative.

The founder is Michael Watson, a Gemological Institute of America-trained gemologist and graduate of Indiana University. Watson said the main purpose of the gallery is to “crusade in offering quality diamonds at below average retail prices.”

Gallery of Diamonds is the only jewelry company in Orange County that has a written guarantee stating that any diamond item will appraise for 30 percent to 50 percent above the customer’s purchase price, or the customer’s money will be refunded, Watson said.

It is common for a jewelry store to claim that jewelry purchased contains “genuine diamonds” or is “14-karat gold,” the representative said.

Gallery of Diamonds, however, takes a leap in guaranteeing the value of the diamond. This value promise is justified by the store’s policy of maintaining a less-than-average markup and of buying many gems directly from the diamond cutter, the representative added.

Customers at Gallery of Diamonds can expect a homey atmosphere.

The gallery is brightly lighted, decorated with plants and tranquil art, and flooded with sunshine. Future brides and grooms will see the latest designs in wedding rings, baguette mountings and quality diamonds.

Although Gallery of Diamonds targets the bridal customer, its inventory includes diamond tennis bracelets, diamond earrings, pendants and imported 14-karat gold chains.

Upon entering, customers always are greeted with a cheerful hello, the representative said. The philosophy of creating a relaxed environment is carefully written into the company’s handbook, Watson said.

Many young couples who will come to Gallery of Diamonds will be buying their first diamond rings. It is an expensive purchase, and many people like to make important decisions in a comfortable setting. 

The representative said that custom designing is another strength of Gallery’s staff members, who may carefully transform the customer’s ideas into a three-dimensional piece of jewelry art. Jewelry repair is of-fered, and gemological appraisals usually are done while the customer waits.

Gallery of Diamonds wants customers to remember the store and is ready to return the favor by remembering customers with birthday cards and telephone calls on anniversaries.

The Gallery has a policy of checking on every customer’s needs at least three times per year, the representative said.

Free services include layaway, important date reminders, professional ring cleaning and inspection, and gift wrapping.

Asked what was the most exciting thing about helping couples choose their wedding rings, Watson said, “Sharing customer satisfaction. Nothing brings out the joy of a woman more than the appreciation of the diamond that newly adorns her finger, and the joy of the woman is always shared by her husband-to-be.”