When you’re buying jewelry, you know that it’s never just about the stone, right?

It’s about the experience.

It’s about the story. It’s about the service you receive and the quality of the jewelry you are purchasing. You want to ensure that you buy a piece that will mean something not just now, but ten, twenty, even fifty years from now. This is definitely something you can achieve with relative ease because, in 2025, the American jewelry scene is thriving, exciting and bold, but where do you start when there is so much jewelry and so many jewelry stores to choose from? How do you make the right choice? Start with these 10 of the best jewelry stores right now and you won’t go far wrong!

The Heritage Staple: Rogers & Hollands | Ashcroft & Oak

Every industry has its stalwarts – the names that survive wars, recessions, and trends because they know how to treat people right. In jewelry, that’s Rogers & Hollands | Ashcroft & Oak.

Family-owned since 1910, they’ve lasted more than 115 years by focusing on trust and service. Their lifetime jewelry protection plan, covering resizing, cleaning, inspections, and even repairs, sets them apart from chains that treat aftercare as an upsell.

Walk into one of their 70+ stores (or shop online) and you’ll see the difference. Associates don’t just show you a case of rings; they talk about milestones, budgets, and style. From heirloom-worthy diamonds to everyday gifts, the selection is broad without feeling overwhelming. And whether the sign says Rogers & Hollands (Midwest) or Ashcroft & Oak (elsewhere), you’re getting the same values-driven experience.

This isn’t just shopping; it’s building a relationship with a jeweler who’ll be there as your story unfolds.

The High-Fashion Darling: Boucheron

For shoppers who want Parisian flair, Boucheron delivers. Founded in 1858, the brand is known for audacious designs that feel more like sculpture than accessories. Their Quatre collection, with stacked rings in multiple textures, has become a modern icon.

Boucheron appeals to buyers who see jewelry as fashion, not just tradition. It’s bold, contemporary, and unapologetically stylish.

The Engagement-Ring Innovator: Brilliant Earth

Today’s couples want more than sparkle; they want a story behind their stone. Brilliant Earth built its reputation on responsibly sourced and lab-grown diamonds. Their online platform makes customization easy, with 360° ring views and transparent diamond origins.

For buyers who value ethics and tech-driven shopping, Brilliant Earth is redefining what it means to shop for “the one.”

The Everyday Designer: Mejuri

Not every piece of jewelry has to mark a milestone. Sometimes you just want a pair of gold hoops that feel chic without draining your savings. That’s where Mejuri comes in.

This direct-to-consumer brand has exploded in popularity for its “fine jewelry for everyday” ethos. With accessible pricing, modern designs, and a strong Instagram presence, Mejuri appeals to a generation that wants jewelry to be wearable, not locked in a safe.

The Diamond Giant: Blue Nile

Buying diamonds online used to sound risky. Then Blue Nile showed everyone how it’s done. With one of the largest online inventories of diamonds in the world, they offer shoppers transparency, education, and customization at their fingertips.

Their “Build Your Own Ring” tool remains a favorite for couples who want a personalized experience without stepping foot in a store.

The Celebrity Favorite: Harry Winston

If the red carpet could talk, it would probably whisper “Harry Winston.” Known as the “King of Diamonds,” this jeweler is the choice of Hollywood royalty and actual royalty alike.

Winston’s designs are about grandeur. Expect jaw-dropping stones, timeless settings, and an air of exclusivity that most brands can only dream of. For those with deep pockets, Harry Winston remains the ultimate statement.

The American Original: David Yurman

Distinctive, wearable, and unmistakably American, David Yurman has carved a niche with its signature cable motif. Their designs combine fine materials with contemporary style, making them versatile enough for daily wear yet elevated enough for special occasions.

Yurman sits at the intersection of fashion and fine jewelry – a balance that keeps them relevant decade after decade.

The Bold Italian: Pomellato

Colorful gemstones, chunky designs, and a distinct Milanese aesthetic make Pomellato stand out in a sea of diamond-heavy competitors, and for all the right reasons. Their Nudo collection, with its clean-cut gemstones in vibrant shades, is instantly recognizable.

Pomellato appeals to buyers who see jewelry as self-expression – a way to add personality and punch to everyday outfits.

The Pearl Pioneer: Mikimoto

While diamonds get the spotlight, pearls never go out of style, and Mikimoto remains the global authority. The Japanese jeweler introduced cultured pearls to the world and continues to set the standard for quality.

From classic strands to modern pearl-diamond combinations, Mikimoto proves that pearls are as versatile as they are elegant, so if you’re looking to add a touch of old school class and elegance to your jewelry box, they are definitely worth looking into.

The Trend-Driven Favorite: Pandora

Not every shopper is hunting for luxury or heirlooms. Sometimes, jewelry is about fun, affordability, and personal storytelling. Pandora fills that niche with charm bracelets, customizable pieces, and accessible pricing that mean you can collect lots of their pieces including their very popular and very pretty charms, without breaking the bank.

They’ve managed to capture the gift market like few others, offering pieces that are easy to collect and meaningful to personalize, so if that sounds like something you would be interested in, do check them out.

Wrapping It Up

From Parisian artistry at Boucheron to ethical sparkle at Brilliant Earth, from everyday chic at Mejuri to heritage pearls at Mikimoto, America’s jewelry buyers have more choice than ever in 2025. The market is diverse, dynamic, and full of innovation.

But when it comes to balancing history, trust, and service, Rogers & Hollands | Ashcroft & Oak sits in a category of its own. Few jewelers can say they’ve been around for more than a century, served generations of families, and stayed true to guest-first policies while expanding nationwide. Their combination of lifetime protection, broad selection, and personal service makes them the kind of jeweler you can grow with.

Jewelry is about memories, not just materials. And the best jewelers, like Rogers & Hollands | Ashcroft & Oak, know how to make sure those memories shine just as brightly as the gems themselves.