Los Angeles is known for shopping, sunshine, and, of course, its glamorous reputation. The allure of the Los Angeles jewelry district is tied to this image. However, like many famous jewelry districts around the world, shoppers need to be cautious. The excitement of the jewelry district can often lead buyers to overlook essential buying principles, leaving them vulnerable to overpriced or lower-quality diamonds.
This guide will help you navigate the do’s and don’ts of the Los Angeles jewelry district, ensuring that you make well-informed decisions when choosing diamonds.
History of the Los Angeles Jewelry District
The district is made up of early 20th-century buildings, though the influx of jewelry stores came later. In the 1960s, when gold’s value as an investment seemed more secure than the dollar, jewelers began establishing themselves in the historic area. With a touch of European architectural influence and art-deco elegance, the Los Angeles jewelry district became a distinguished destination for shoppers seeking the finest jewelry.
At its height, the district was home to over 5,000 businesses offering various jewelry-related services and goods. However, changes in consumer buying trends have reduced the number of active retailers and wholesalers to approximately 1,500.
The Pros
To start with the positives: just like other jewelry districts, the Los Angeles jewelry district boasts an extensive range of settings, styles, diamonds, and gemstones that you won't typically find in traditional stores. Shopping here is about more than just buying a piece of jewelry—it’s an experience. Many people find the atmosphere enjoyable, although others may feel the environment is aggressive or overwhelming. For some, visiting the Los Angeles jewelry district is a part of a meaningful journey, an experience that adds depth to their engagement story.
To ensure you get the best quality and value for your budget, it’s crucial to visit jewelry companies with established reputations. I recommend checking out reviews of vendors like James Allen, Blue Nile, and Whiteflash, as they offer knowledgeable staff and a vast selection of diamonds.
The Cons
While having a wide selection of jewelry in one place offers great variety, it also means that buyers must sift through many lower-quality pieces to find a diamond that truly stands out. Buyers must be vigilant when evaluating diamonds and cannot always rely on salespeople for unbiased advice. Knowledge is key—uninformed buyers are easy targets for aggressive sales tactics.
Common issues in jewelry districts like Los Angeles include pushy sales techniques, inflated quality ratings, and diamonds that fall short in terms of performance. To avoid these pitfalls, education is essential.
Frequently Asked Questions
Can I get a good deal at the Los Angeles jewelry district?
Contrary to popular belief, shopping in a big jewelry district doesn’t automatically guarantee a bargain. In fact, it can often be the opposite. These districts can be notorious for aggressive sales tactics, and inexperienced buyers may easily end up paying too much. Physical stores in these areas also have high overhead costs, meaning online vendors often offer better deals.
If you are knowledgeable about diamond buying, it’s possible to find a good deal—but it’s not guaranteed.
My advice: Shopping online from trusted vendors is usually the best way to ensure the lowest prices.
The salesperson showed me a better diamond, should I go for it?
When a salesperson says they have a “better diamond,” it often means a more expensive one. It’s crucial to set a budget and stick to it. A good salesperson should work within your budget to find you a beautiful diamond. Don’t hesitate to be firm—make sure you are only shown items that fit your financial limits.
My advice: Visit the district with a clear understanding of what you’re looking for and how much you’re willing to spend.
They offered me a one-time-only deal, should I buy now?
The “one-time-only deal” is a common tactic used to create urgency and pressure buyers into making a quick decision. These offers are designed to make you feel like you’ll miss out if you don’t act immediately.
My advice: Don’t rush into a purchase because of limited-time offers. Take your time, step back, and understand that these tactics are often designed to pressure you.
The store doesn’t sell GIA or AGS diamonds but has an alternative certification. Is this okay?
There are plenty of shops in the Los Angeles jewelry district that sell GIA or AGS certified diamonds—these are the certifications you should look for. It’s not just about certification; it’s about ensuring that the diamonds are graded by reputable, consistent labs. Anything less should be a red flag.
My advice: Only purchase diamonds certified by GIA or AGS.
Final Tips
My recommendation is that you will find better-quality diamonds at better prices if you shop from reputable online vendors. However, if the charm of the L.A. jewelry district has drawn you in, here are some tips to avoid disappointment and overspending:
- Set a budget and stick to it. One major advantage of shopping online is the time it allows you to carefully balance quality and budget. In-person shopping can sometimes make it hard to take that time for consideration.
- Pay attention to the cut. The cut is the most crucial factor in determining a diamond’s beauty and value. It’s often overlooked by first-time buyers, but understanding cut quality and challenging sellers on it is key.
- Learn to use a loupe. Practice using a jeweler's loupe to examine diamond clarity. Online vendors like Whiteflash and James Allen provide high-resolution images that can make it easier to evaluate diamonds.
- Be mindful of lighting. Jewelry store lighting is designed to make diamonds appear flawless—even those with issues. Always ask to view the diamond in natural light to get an accurate sense of its sparkle.
- Take your time. Slow down and think through your decision. It’s easy to get caught up in the excitement, but you don’t want to end up regretting your purchase later.