My Sparkly WBand is from Peoples (which as someone pointed out is Canada’s name for Zales… People’s a longtime Cdn Jewellery Store was bought by Zales in 2000). I have been a People’s Satisfied Customer my whole life.
And their acquisition by Zales hasn’t changed that POV for me.
Mr TTR & I when looking at ERings went to all of Zales US & Canadian Stores (Zales, Zales Outlet, and Peoples as well as Mappins). For a chain Jewellers I found their selection and quality to be better than many of the other chain stores we visited in both USA and Canada (Kays, Ultra Diamonds, Ben Moss, Charm Jewellery etc)
My WBands were both purchased thru Zales / Peoples … my plain band at Zales, and my sparkly one from Peoples.
So not only did I do a lot of looking in these stores, I was quite content to make a significant purchase there.
I am very happy with my Sparkly WBand… which has 10 RB Canadian Diamonds which is GIA Certified, and sparkles like all get out. The quality is comparible to what I found at other Family Run Jewellry Stores… and for relatively the same price… so I didn’t see a big difference in makin my purchase at the chain store (and I liked the lifetime upgrade guarantee, having had this with Peoples back in 1980 when I got married the first time)
As other Bees have pointed out, when it comes to Diamonds there are a lot of known variables to be considered … the 4Cs… CARAT – CUT (Shape & Quality) – COLOUR – CLARITY then there are the lesser stressed ones… CERTIFIED – CONFLICT FREE / CANADIAN as well as COMFORT and COST … along with two Ss… SETTING & STYLE
So a lot to consider when making such an important purchase. The more time one takes to educate themselves the more INFORMED Purchase they can make
The Diamond Business (ie such as DeBeers) has their own gimmicks / products… and one has to recognize those branding elements… along with those that are also pushed by a particular designer or the store itself… so phrases like the following all are “created” to sell more diamonds period…
Past Present Future – Today Tomorrow Always – Eternity Rings – Journey Diamonds – Hearts & Arrows – Crown of Light – Leo Diamonds – Celebration Diamonds – Fire & Ice – Polar Bear Diamonds – Maple Leaf Diamonds – Arctic Brilliance etc
Even colours can be “registered property”… such as “Chocolate Diamonds” (owned by Le Vian)
That isn’t to say this is all smoke & mirrors or hype. There can indeed be significant differences between namebrands (be they settings or diamonds) vs non-name brand diamonds… BUT one has to decide if one is willing to pay the difference, which in most cases can be a significant mark up
Such is the story for any material good marketed to consumers… You can go into the store and buy the Generic item – the Store Brand one – or the Designer one. And they could very well all look quite similar, but still be slightly different from one another… be that in construction, materials, or presentation.
It truly is a case of personal preference and what your budget will allow for.
As someone else noted Chain Jewellery Stores tend to gravitate towards carrying mostly lower end to middle of the road Diamonds… H-I-J Colour and Is or SI Clarity. You can find better in their stores in regards to COLOUR & CLARITY… or CERTIFIED & CANADIAN … or some of the more “Designer” elements in regards to brand names… but you will be paying a lot more for it.
OP, this is what you came across in your research… you were being faced with seeing a store filled with Generic… then some Store Brand elements (such as the Celebration Diamonds)… and lastly Peoples / Zales also has some Designer Rings as well.. I know they are most known for their Vera Wang line for example.
Hope this helps,
PS.. My own ERing is a semi-custom made from a Family Run Jewellery Store. It is much better quality “for the price” than we could have found at a Chain Store… being in that it is GIA Certified – Canadian Diamonds – and has a higher grade of stones… Good Cut, F Colour, SI Clarity. Not super high-end, more middle of the road, which we found chain stores didn’t have enough of to offer in regards to selection.