[Ighans1]

Well-known stores like Tiffany and Cartier spend a lot of time, effort and money to create a reputation for quality. But how much is that label really worth to you? According to the gemologist Stacy interviewed in the story above, when it comes to silver, for instance, just adding “Tiffany” to a silver bracelet could mean paying 80 percent more. If that rankles you, check out some styles at Tiffany’s then try other stores like Zales or Jared, which are also more likely to offer holiday discounts. Or look up some local jewelers: Just make sure they’re trustworthy. The Jewelry Information Center can help you search for reputable local stores.