Peoples Jewellers Review

Peoples Jewellers, established in 1919, is Canada’s self-proclaimed #1 diamond store, now owned by Signet Group. Despite its long-standing history and large selection of jewelry, Peoples Jewellers falls short in terms of diamond quality and transparency.

The Company

Peoples Jewellers was the first in Canada to sell jewelry on a payment plan and grew rapidly to become a leading jeweler. However, their association with other Signet brands, such as Kay and Zales, raises concerns as these retailers often offer lower-quality diamonds with insufficient certification.

The Website and Designs

The website is easy to navigate, offering a variety of designs from engagement rings to necklaces. However, the lack of loose diamonds and the limited variety of solitaire ring designs are disappointing. Many designs are aesthetically subjective, with some appearing a bit tacky, though personal taste plays a role.

Diamond Quality

Peoples Jewellers does not sell GIA or AGS-certified diamonds. Instead, they offer diamonds certified by the GSI, which is known for its lenient grading. The use of terms like “approximate” for carat weights further complicates buyers' ability to assess quality. Their diamonds typically have lower clarity grades (I1, J color), and high-quality diamonds are hard to come by. These factors make it difficult to justify their high prices, particularly compared to other online retailers.

Pricing

The pricing at Peoples Jewellers is often inflated compared to the quality of diamonds offered. For instance, a 1.00ct I1 clarity, J color solitaire engagement ring is priced at $5,399, significantly more than similar or better quality diamonds from James Allen or Whiteflash. The lack of high-quality diamond imaging, light performance reports, and proper certification documents further detracts from the perceived value.

Customer Reviews

Customer reviews across platforms like Reddit, Trustpilot, and Yelp are overwhelmingly negative. Common complaints include poor customer service, low-quality products, and issues with repairs and returns. These concerns indicate consistent dissatisfaction with both product quality and service.

Final Thoughts

Peoples Jewellers may have a wide selection of jewelry, but their lack of transparency, poor certification, and high prices make them a poor choice for quality diamond jewelry. For those seeking better value and assured quality, brands like Whiteflash, James Allen, or Blue Nile are far better alternatives.