Paris Jewellers Reviews: Low Quality, Bad Service, High Prices

By Michael Fried

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Paris Jewellers
Overall Score:1.17
Price:1.5Selection:1Customer Service:1
Pros
  • None

Cons
  • Low quality
  • Bad prices
  • Inept service
Other Recommended Retailers

The History

Compared to some of the other Canadian companies we secret shopped on this trip, Paris Jewellers has relatively humble beginnings. Their story starts 30 years, when they opened their first store in St. Albert, Alberta. Since then they have grown in size considerably, going from that one store to 28 stores spanning four provinces.

The Experience

We decided to go the the Bramalea Shopping Centre to as they were the most convenient for us on our recent trip to Toronto. To start, the mall itself was incredibly depressing and wasn’t a good start to the experience.

Walking into the store, they definitely didn’t do anything to lift our mood. The store seemed a bit seedy and very outdated. Honestly, there was a seedy lingerie store next door, and it was hard to tell apart the stores.

The sales staff was very eager to please, but didn’t know anything at all. First off, we were being helped by someone who was new. I had no problem with her, but the store in general. There is no excuse for letting someone with absolutely zero training talk to customer on their own.

It even got to the point where we asked to see the certificate and she couldn’t figure out how to find it on her own. She had the boxes of certificates but was completely stymied. I actually took the box and found them in 20 seconds (after she spend 5 minutes looking).

The Product

Firstly, the certification was weak (to put it charitably). The quality claims definitely seemed inflated by the GS certificates. The first ring we looked at was a 1.00 G I1 round diamond in a solitaire setting for c$8,499. The other diamond we looked at was a 1.00ct G SI2 cushion cut in a pave setting for c$9,799. In both cases, the inclusion was very noticeable.

The Value

Let’s compare the round diamond to this 1.04ct H SI2 round cut diamond from Blue Nile. This diamond is far superior. Its a GIA certificate so the grades are actually what they claim. The color from the diamond I saw at Paris Jewelers seemed to be an H. The difference in clarity though is enormous (both in appearance and in value). Yet, if you add that diamond to this nice solitaire, the price is only c$5,470. That is 35% cheaper than the inferior offering from Paris Jewellers.

The same goes for the cushion cut. Here is a 1.00ct F SI2 cushion cut for $3,614. Again, the diamond is superior in quality. Add in this gorgeous petite micropave setting and the price comes out to only c$4,860. That is HALF the price of inferior product at Paris.

Bottom Line

I just don’t see a reason to buy a diamond ring at Paris Jewelers. The service is underwhelming, the locations don’t give you any positive vibes buying there. Worst off, the product is inferior and way overpriced. You are better off going to some of the other stores or, best yet, buying from one of the top online retailers like Blue Nile.

About the author
Mike learned the diamond business from the ground-up at Leo Schachter Diamonds - one of the world's top diamond manufacturers. He has been recognized as a diamond industry expert by Time, PeopleMoney, The Daily Mirror, NerdWallet, The Times Herald, Yahoo Finance Australia, The Art of Charm, The Washington Diplomat, The Next Web, and more. See more
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What we love about them:
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