You may think that mall jewelers like Zales and Kay are the Walmart of jewelry stores and can therefore offer rock-bottom prices, but they’re actually more expensive, especially considering the quality of their diamonds. And the same goes for the jewelry counter at department stores like Macy’s and Dillard’s.

If you’re looking for the best quality at the best price, local jewelers are your best bet!

Of course, not all privately-owned jewelry stores are created equal but, more often than not, you’ll walk out with a better-quality stone and you’ll save 10 to 15% over a comparably sized mall stone.

Privately-owned jewelry stores hand pick each diamond in their inventory for the best possible cut and clarity, even on lower-end diamonds, and you’ll typically deal directly with the owner or someone who has access to the owner so you have some room to bargain, especially with larger purchases.

At a privately-owned store, you’ll typically be able to choose from a selection of loose stones. Most mall stores have a policy of only showing one loose diamond at a time so it’s harder to compare stones.

Odds are, unless you’re in the business, you don’t purchase diamonds very often. That means that dealing with a trained professional that you can trust is more important than with other purchases.

The staff at mall jewelry stores is typically not trained to answer questions of color and clarity.

Independent jewelers are look forward to educating consumers about the carat weight, color, clarity, and cut, as well as the price and provenance of each diamond in their store.

If you are in Sarasota, Bradenton or Lakewood Ranch, you don’t have to look any further than "Your Personal Friend In Jewelry" for the best deal on the highest-quality certified diamonds.