• Same as CASH Financing!

    90% Approval

  • Lower Overhead Means...

    Superior Value, Quality & Service

  • Refreshing Alternative to BIG Chain Stores!

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  • Refreshing Alternative to BIG Chain Stores!

  • Same As Cash Financing

    90% Approval

  • Low OverHead means

    Superior Value, Quality & Service

American Jewelry

  • Refreshing Alternative to BIG Chain Stores!

  • Same as CASH Financing

    90% Approval

  • Low Overhead Means

    Superior QUALITY, SERVICE & VALUE

A BETTER Way to Find the Ring of Her Dreams!

Offering a unique shopping experience - Chain Stores Don’t Compare!

We do Everything Better - Price, Quality, Service & Financing!

Up to HALF PRICE!

  • ALL the Chains: KAY, Jared, Zales, etc. are owned by ONE Company – Signet Jewelers!  Since they're Not Competing with each other, it's easier to Keep Prices High.
  • Higher Overhead = Higher Prices! They spend huge Sums on TV Commercials, CEO Salaries, Corporate Attorneys, Sales Commissions, HIGH Rent, etc. so they have some of the Highest Prices in the industry.

Better QUALITY & Lower Price!

  • The Big Chains have many different qualities, but most of what they sell falls well Below our Lowest Standards.
  • Higher operating expenses force them to shave costs on QUALITY!  We hand pick everything with YOU in mind – based on Quality and Value.

Superior SERVICE!

  • Big Chain Stores have High Employee Turnover - so their Salespeople have little Knowledge or Experience.
  • Stores won’t spend much to train someone who won’t be there next month. (Their idea of a Certified Gemologist is a 1-hour video and a quiz!) LOL

Selection & FINANCING!

  • We have a Great Selection, but if we don’t have it – we’ll Custom make it for a fraction of what others charge.
  • We offer Same as Cash Financing with a 90% approval rate!


The Big Chain Stores send ALL REPAIRS Off-Site, meaning Longer Wait Times (even on simple things we can do while you wait) and there's More Opportunity for Mix-Ups & Mistakes.  "In 2016, Signet’s Stock Price plummeted due to reports of stone swapping at KAY Jewelers…" usually, it’s not done for profit, but due to a mix-up at a repair hub. When they sell a style that’s one of 10,000 and several are sent to the same hub, it’s easy for Judy to get Jane’s ring back."


See What Our Happy & Satisfied Customers Have to Say

Read Google Reviews

  • ★★★★★

    American Jewelry Company is the most amazing jewelry store I have ever been to! There is such a diverse variety in their inventory and the people who work there are so kind and considerate. They truly listened to what I wanted in my piece and worked with me to find the perfect wedding ring for myself and my fiance! The master jeweler, Mitch, was also able to restore, repair and resize all my family’s heirlooms into stunning pieces my mother, sister and I can now wear and share our family history. This would not have been possible without them! I never would have believed those rings would have been able to be brought back to life again. Thank you so much!!!!


    Ariana S., original Review from Facebook –March 12, 2016

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  • ★★★★★

    We have been doing business with Russ and Chris for over 20 years. They have the best quality and best prices on their jewelry. We never have to worry about any piece we buy from them. Every piece of jewelry is well made, and they stand behind their work. We do not live in Tennessee, but visit quite often. It feels great to do business with Christian people who are honest and humble.


    Vickie H., original Review from Google – Sept. 1, 2017

  • ★★★★★

    Russ and his staff have taken very good care of all my jewelry needs…repairs, appraisals, new items and replacement stones. I have nothing but awesome things to say about this store. Prices are very reasonable, work is excellent and they take care of you as if you were family. Highly recommend American Jewelry.


    Nanette Colombi H., original Review from Facebook – May 7, 2018

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  • ★★★★★

    I have now shopped twice in this jewelry store. Both times, I can say that these folks went above and beyond with customer service. The first visit, I needed to get an earring duplicated that my wife  lost due to a weak post clip. They made it for me in one day. The next trip the owner cleaner all my wife’s chains and pendants and didn’t charge a cent. I believe them to be trustworthy, honest folks that don’t take advantage of their customers.


    Bruce P., original Review from YELP – April 20, 2017

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  • ★★★★★

    I was looking for a place to get my wife’s ring sized and and couple of lose stones set. After finding this place on yelp we headed over to get the work completed. They are conveniently located in Pigeon Forge and easily accessed from the 2 main roads through town.


    The staff at the store are friendly and are eager to help you find that special item. We looked through their ring and pendents to find the right ones for our stone. We made our selection and told us when it would be ready. They had the work completed quickly and surprised it came in fasted than expected.


    If you are looking for that special gift or need jewelry work this is the place to come. They have good pricing and excellent service.


    Jeffeory H., original Review from YELP – January 17, 2018

  • ★★★★★

    American Jewelry Company helped me with choosing an Engagement ring. Great atmosphere and very knowledgeable staff. I was very pleased with the service I received. My fiancée was even more excited!


    Timothy W. – Sevierville

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  • ★★★★★

    American Jewelry Company is the most amazing jewelry store I have ever been to! There is such a diverse variety in their inventory and the people who work there are so kind and considerate. They truly listened to what I wanted in my piece and worked with me to find the perfect wedding ring for myself and my fiance! The master jeweler, Mitch, was also able to restore, repair and resize all my family’s heirlooms into stunning pieces my mother, sister and I can now wear and share our family history. This would not have been possible without them! I never would have believed those rings would have been able to be brought back to life again. Thank you so much!!!!


    Ariana S., original Review from Facebook –March 12, 2016

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  • ★★★★★

    We have been doing business with Russ and Chris for over 20 years. They have the best quality and best prices on their jewelry. We never have to worry about any piece we buy from them. Every piece of jewelry is well made, and they stand behind their work. We do not live in Tennessee, but visit quite often. It feels great to do business with Christian people who are honest and humble.


    Vickie H., original Review from Google – Sept. 1, 2017

  • ★★★★★

    Russ and his staff have taken very good care of all my jewelry needs…repairs, appraisals, new items and replacement stones. I have nothing but awesome things to say about this store. Prices are very reasonable, work is excellent and they take care of you as if you were family. Highly recommend American Jewelry.


    Nanette Colombi H., original Review from Facebook – May 7, 2018

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  • ★★★★★

    I have now shopped twice in this jewelry store. Both times, I can say that these folks went above and beyond with customer service. The first visit, I needed to get an earring duplicated that my wife  lost due to a weak post clip. They made it for me in one day. The next trip the owner cleaner all my wife’s chains and pendants and didn’t charge a cent. I believe them to be trustworthy, honest folks that don’t take advantage of their customers.


    Bruce P., original Review from YELP – April 20, 2017

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  • ★★★★★

    I was looking for a place to get my wife’s ring sized and and couple of lose stones set. After finding this place on yelp we headed over to get the work completed. They are conveniently located in Pigeon Forge and easily accessed from the 2 main roads through town.


    The staff at the store are friendly and are eager to help you find that special item. We looked through their ring and pendents to find the right ones for our stone. We made our selection and told us when it would be ready. They had the work completed quickly and surprised it came in fasted than expected.


    If you are looking for that special gift or need jewelry work this is the place to come. They have good pricing and excellent service.


    Jeffeory H., original Review from YELP – January 17, 2018

  • ★★★★★

    American Jewelry Company helped me with choosing an Engagement ring. Great atmosphere and very knowledgeable staff. I was very pleased with the service I received. My fiancée was even more excited!


    Timothy W. – Sevierville

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The 4C's of Diamonds

The process of selecting a diamond may seem overwhelming. But knowing the four Cs – Carat, Color, Clarity, Cut – will help you understand the characteristics of a diamond and make a perfect diamond purchase.

Visit Our Jewelry Store or Call (865) 453-3294 Today

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