News & Press: Jewelry and Industry

Retailer Spotlight: Michaels Jewelers

Wednesday, October 11, 2017  
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We've decided to do something a little different for our Retailer Spotlight this month. In the article below, Lindsay Michaels-Gorski, Director of Marketing for Michaels Jewelers, shares with us how they leverage the power of their AGS credentials and stand by the American Gem Society's mission of consumer protection.


Born into a four-generation family jewelry business, I have always known the American Gem Society (AGS) was an organization my family was proud to be a member of. It wasn’t until I started working for the business that I really understood the importance of the AGS for both businesses and consumers.

Michaels Logo

Having the jewelry industry in my blood, I am constantly being asked questions about diamond jewelry by friends, acquaintances and clients– specifically about engagement rings. With a marketing background, I am not qualified to discuss diamond qualities, so my go-to advice is this: do your homework before making a purchase and always buy from an AGS jeweler. What I emphasize the most about the AGS is how they help protect consumers, ensuring they receive both fair pricing and quality goods.

Michaels in Danbury, CT
Michaels Jewelers in Danbury, CT

Unfortunately, I have heard my fair share of stories from both friends and clients who thought they were getting a steal on a diamond, only to find they were being completely ripped-off. One story always stands out to me in particular. It’s a story that wholly exemplifies the importance of shopping with a credible jeweler who stands by their merchandise.

It happened to a friend of mine a few years ago. After spending several years saving up for what would be one of the biggest symbolic and financial purchases of his life, he was ready to pop the question to his girlfriend of ten years. He wanted to wow her with the ring of her dreams. He spoke with a ”Friend of a Friend,” who marketed himself as a wholesaler and promised that by cutting out the middle man, my friend’s dollar would go much further.

Michaels in Manchester, CT
Michaels Jewelers in Manchester, CT

She was wowed enough to say “yes” but unfortunately, about a year later the two parted ways. He was stuck with a ring he had no use for and wanted to see what he might be able to get selling it. He approached us during a buying event looking to have his ring appraised.

After our AGS Certified Gemologist Appraiser (CGA) inspected the ring and looked at the certificates, we had to explain to my friend that he paid almost triple what the diamond was worth. There were some serious flaws with his diamond and the mounting had been used. Since he did not have a store he could call to get his money back, he found himself at a loss of thousands of dollars. The saying "If it's too good to be true, then it probably is," seems all too true in the jewelry world.

At Michaels, we always share that we have a day in, day out, one-price philosophy. We understand that there is nothing more frustrating than shopping with a store and finding out after your purchase that there was a better discount or price offered elsewhere. If a jeweler offers a killer deal that’s still available six months later, there is reason to question whether the quality of the item is worth the original sales price. That’s why at Michaels, we offer the best price, the first time—all the time.

Michaels Jewelers in Orange, CT
Michaels Jewelers in Orange, CT

At the store level, we believe that it is not just about selling diamonds and jewelry to our clients. We strive to educate the client about what they are buying. As a fine jewelry retailer, we support gemological education by requiring our managers and buyers to take the American Gem Society (AGS) and Gemological Institute of America (GIA) courses.

We feel that it is important to ensure our managers and associates are the most qualified individuals when speaking to consumers on diamonds and gemstones. We proudly display our AGS signage throughout our stores and whether clients purchase with us or not, we always stress the importance and credibility behind an AGS jeweler.


Mission Statement

The American Gem Society (AGS) is a nonprofit trade association of fine jewelry professionals dedicated to setting, maintaining and promoting the highest standards of ethical conduct and professional behavior through education, accreditation, recertification of its membership, gemological standards, and gemological research.

The Society is committed to providing educational products to inform and protect the consumer and to contributing to the betterment of the trade by creating industry standards to protect the jewelry-buying public and the fine jewelry industry as a whole.

AGS Laboratories, founded to support the AGS mission, is a nonprofit diamond grading laboratory with a mission of consumer protection. Adhering to the AGS Diamond Grading Standards, AGS Laboratories is dedicated to offering diamond grading reports that provide consistency and accuracy based on science.

American Gem Society