The Apples of Gold Story

"A word fitly spoken is like apples of gold in pictures of silver." (Proverbs 25:11).

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Every company has a story and many of our customers are curious to know how Apples of Gold came to be a main contender in the online jewelry market. Since shopping with us and getting to know us isn’t quite as simple as wandering into the jewelry shop and chatting over the glass cases, we strive to give that personal, relational feel by telling a little of our company’s story and background.

Apples of Gold launched its online presence on the premise that traditional jewelers are overpriced. Markups can range anywhere from 100-300%.  Seeing the jewelry prices in high-end retail jewelry stores as exorbitant and plainly unfair, Apples of Gold dared to believe there was a better way.

Branching off of a Los Angeles jewelry wholesaler with over 25 years of experience in the jewelry industry, Apples of Gold launched in the year 2000 with the resolute promise of providing the same, high-end jewelry as any successful jewelry retailer, but at a dramatically lower price.

The owners sought the most experienced and value-based manufacturers in the jewelry trade. They started with their personal contacts in the historical downtown Los Angeles Jewelry District, and soon expanded to the competitive jewelry venues in New York and other major jewelry centers worldwide.

Working with the same jewelry manufacturers and wholesalers that supply traditional jewelers across the United States, and by selling directly online to the consumer, Apples of Gold has been able to offer the same jewelry that brick-and-mortar stores carry, but for an average of 40% below standard retail prices.

In essence, Apples of Gold cut out the multiple “middle-men” of the jewelry trade, bypassed the burden of traditional overhead, and thereby minimized the cost of retail jewelry mark-up for comparable products.

With a focus on high quality jewelry, personal customer service, affordable pricing, and business ethics beyond reproach, Apples of Gold established its name within the online jewelry retail market.

Next: Real Value: Apples of Gold Pricing 

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