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

By Mike Fried,
Overall Score:1.171 Rating1 Rating
Paris Jewellers
Price:1.51.5 Rating1.5 RatingSelection:11 Rating1 RatingCustomer Service: 11 Rating1 Rating
  • None

  • Low quality
  • Bad prices
  • Inept service
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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 the family-owned operation opened their first store in St. Albert, Alberta. In an interview with Travel Alberta,  Chau Lui — one of the company’s co-owners, noted that her mother opened the store after training in a goldsmith store, just two years after arriving in Canada from Vietnam.

Since then, Paris Jewellers have grown in size considerably, going from that one store to more than 20 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 The store seemed a bit seedy and very outdated.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).

To help you with the diamond buying process we lean on our expertise and experience. The author of this article, our CEO, Mike Fried has over 20 years of experience in the diamond industry. Mike started from the bottom, sorting and evaluating hundreds of thousands of diamonds to learn every facet (pun intended) of diamond quality and value. Mike followed that up by spending years buying and selling diamonds on the wholesale market as well as selling tens of millions of dollars worth of diamonds to diamond retailers.

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.

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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. It’s 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 from Blue Nile 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.

James Allen James Allen is the leader in online diamond sales. Their imaging technology is the same as inspecting a diamond with a jeweler's loupe. They have the largest exclusive loose diamond inventory online and fantastic prices. They also have the nicest collection of lab-created diamonds online.
What we love about them:
  • No questions asked returns within 30 days of shipment. James Allen will send you a paid shipping label to return the ring.
  • Lifetime Warranty
  • Free International Shipping
  • Free prong tightening, repolishing, rhodium plating and cleaning every 6 months
  • Provide insurance appraisals
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  • Free ring inscriptions
  • Best-in-class high quality imagery of all diamonds in stock
  • 24/7 Customer Service
  • Best-in-class packaging
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Blue Nile Blue Nile is the largest and most well-known internet jewelry seller. They have a very large exclusive online inventory. Their high-quality images are catching up to James Allens' and their prices are amazing. 
What we love about them:
  • No questions asked returns within 30 days of shipment. Blue Nile will send you a paid shipping label to return the ring.
  • Lifetime Warranty
  • Free Shipping
  • Free prong tightening, repolishing, rhodium plating and cleaning every 6 months
  • Provide insurance appraisal
  • One free resizing within the first year of purchase
  • High quality images of about half of their diamonds
  • 24/7 Customer Service
  • 100% credit towards future upgrades (must be at least double in value)
  • Best in class fulfillment
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About the author

Mike Fried Mike Fried Mike Fried has over 25 years experience in the diamond industry working with Leo Schachter Diamonds, Moshe Namdar Diamonds, and joining The Diamond Pro in 2007. He is recognized as an industry expert and has been quoted in publications such as Us, People, Page Six, The Next Web and more.

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