ABOUT JESSUPS
Jessup’s of Daytona was originally a hardware store started in 1931 by Charles Jessup. During the Great Depression in the early years of Jessup’s, Charles lived in the back of the original store. Roger remembers him telling of opening the store at 7:00AM and closing at 11:00PM. He explained all of the merchants would watch each other to see who was going to close first. Times were very hard and a merchant could not afford to miss a single sale.
Charles’ daughters, Esther and Ruth Jessup Harshaw eventually joined Charles in the business. Their passion for jewelry rather than hardware prompted the change towards the Jessup’s you see today. Ruth’s son Roger, his wife Barbra Leigh, and Dan Harshaw are the present owners. Dan is the great grandson of Charles and therefore represents the fourth generation.
78 Years - How have we done it? Granddad and his daughters Esther and Ruth were honest hardworking people. They treated all costumers fairly and with respect, so we began the third generation with a wonderful, loyal customer base. We are the FIRST merchant in Daytona Beach to sell gold by weight and also the FIRST merchant in Daytona Beach to show costumers the wholesale price sheets on diamonds, so customers can compare.
Price does matter!! Many independent merchants across America are going out of business because they cannot compete with the mass merchandisers on price. Jessup’s is unique. Most of our merchandise is pre-owned. The fact that we buy from individuals, allows us to sell wholesale or below. Pre-owned merchandise, refurbished, with money-back guarantee at below market price.
Jessups guarantees our price to be the lowest!
6 C’S OF DIAMOND BUYING
COLOR
DIAMONDS are found with a range of colors, from faint yellow or brown through to the very rare pinks, blues, greens and other colors known as “fancies”. However, the best color
For a diamonds is no color. It is totally colorless diamond that allows white light to pass effortlessly through it and be dispersed as rainbows of color.
CLARITY
To determine a diamond’s clarity, it is viewed under 10-power magnification by a trained eye. Most diamonds contain very tiny natural birthmarks known as inclusions. However, the fewer and smaller the inclusions are, the less likely it is that they will interfere with the passage of light through the diamond, and the more beautiful the diamond will be. Diamonds, more than any other gemstone, have the capacity to produce the maximum amount of brilliance. A diamond that is free of both inclusions and surface blemishes is very rare and therefore more valuable.
CUT
Of all the 6C’s, cut is the most directly influenced by man? The other three are dictated by nature. The cut or make of a diamond will dramatically influence its fire and sparkle, for it is the cutter’s skill that releases its beauty.
It is the cut that enables a diamond to make the best use of light. 1: When a diamond is cut to good proportions, light is reflected from one facet to another and then dispersed through the top of the stone. 2: If the cut of the diamond is too deep, some light escapes through the opposite side of their pavilion. #: If the cut is too shallow, light escapes through the pavilion before it can be reflected.
CARAT WEIGHT
As with all precious stones, the weight ~ and therefore the size ~ of a diamond is expressed in carats. The word carat originated in a natural unit of weight: the seeds of the carob tree. Diamonds were traditionally weighted against these seeds until the system was standardized and one carat was fixed at 0.2 grams (one fifth of a gram). One carat is divided into 100 “points” so that a diamond of 25 points is described as quarter of a carat or 0.25 carats. Here are some other examples that show the approximate size of the diamonds in question.
CONFIDENCE or TRUST: The jewelry industry for years has had a campaign asking for consumers trust. Unfortunately in world one must be cautious. We have found that the customer that is well informed and educated about the product they are buying is much more likely to get a good buy than the person who “trusts” all will be O.K. We do not agree with policies of protection such as “no refunds”, “no exchanges”, “no returns”, “and no exchanges on lay-a-way”. Instead JESSUP’S policy on diamonds is simple. Buy it; take it home, comparative shop. If you are not happy with your purchase, return the diamond, in the original condition, within 30 days for a full refund.
COST
WHY SHOULD I BUY FROM JESSUP’S?
It is our goal to offer you the very best price available anywhere. In today’s world of huge chains and mass merchandisers this is a lofty goal.
DIAMONDS: Diamonds are one of the most tightly controlled commodities in the world, dominated by the De beer’s Corporation. All jewelers buy diamond’s wholesale then add their markup (normally from 50% to 300%), JESSUP’S buys all of our major diamonds from individuals at below wholesale prices. Our graduate Gemologist determines the wholesale value of the diamonds offered to JESSUP’S. This true wholesale value becomes JESSUP’S selling price. Diamonds have Blue Books just like cars, boats, or any other valuable commodity (ask us to show you the Blue Book on the diamond you are considering.)
MARKETING: Service versus Price. Most companies today market their product by offering low price or quality service. This has worked well for the discounters on the standard items where comparison shopping is easy. It is very difficult to compare prices on diamonds. No two diamonds are alike and most consumers do not believe they are capable of determining value of diamonds without guidance from knowledgeable salespersons. It is because JESSUP’S is able to sell at true New York wholesale. We are able to offer our customer’s a WIN WIN combination of very knowledgeable staff and the lowest price available.
Caution: Grading diamonds is an art, science, opinion, and situation. Know in whose opinion the diamond is graded. Salesperson, the store, an in-house appraiser, an outside appraiser, Gemologist, or a Gemologist is an independent lab.
If you decide to purchase a diamond without an independent lab report, protect yourself with a full refund clause that gives you the right to have the diamond graded at an independent lab.
CONFIDENCE
Choose a jeweler in whom you have confidence. Make sure that he or she will talk to you, frankly and freely, about the diamond you want to buy and the price you want to pay. He is the diamond expert and will be happy to explain the Four C’s to you. He will tell you the difference between various qualities of diamonds and how these differences affect the price.
ABIUD RIVERA - MASTER JEWELER
Abiud is our MASTER Jeweler with 35 years’ experience from a family of Master Jewelers. He began jewelry making at 19 in New York, where he apprenticed with top European and South American goldsmiths, as well as his father and uncle.
Jewelry making and repair is an art that requires many skills and abilities. The precise and delicate nature of jewelry work requires finger and hand dexterity, good hand-eye coordination, patience, and concentration. Add creativity, and you have Abiud defined.
We at Jessup’s have learned in our many years in business, that nothing is more important to jewelry business than having a great Master Jeweler. Every piece left for repair is special and precious to its owner. It may be a family heirloom, a gift from a loved one, or their very favorite jewelry item. It is our responsibility to repair that piece to exceed our customers’ expectations.
Abiud has been our Master Jeweler since 2003. We are so confident in his ability that we added a line to our repair ticket.
“100% delighted or no charge”
This is our testament of confidence to our Master Jeweler
Learn more about Diamonds on Jessup’s of Daytona by visiting http://www.jessupsofdaytona.com/. Call (386) 252-8257 for inquiry
