If you are one of the people who walk through a department store on your trips to the mall you could find some interesting fine jewelry and gold pieces that might surprise you. The variety, quality, and quantity of great pieces offered in stores like Macys, Dillard’s, Saks and other department locations could surpass those found at smaller stores or at the very least compliment your overall search. Department store jewelry ranges anywhere between a few dozen dollars to several hundred thousand dollars for purchase. With such extravagance in inventory, shoppers need only take the time to look and they may find the perfect piece.

The “five Ws” are a good formula for department store shopping:
1. Who makes it?
2. What is it made of?
3. Where are you going to find it?
4. Why do you need it?
5. When is it being purchased?

1. Designer jewelry commands a certain price based on the notoriety of its maker. For people who care to own pieces fashioned by famous designers, a higher price tag will be associated for the name. Other pieces may be of similar quality but created by companies without a reputation; these pieces will be priced more modestly.

2. Rare finery such as flawless diamonds or 24K gold commands greater price tags. Department locations feature plenty of these rare material options and shoppers will pay more to purchase them.

3. Saks Fifth Avenue is known for having the largest selection of high-end jewelry. Dillard’s, too, is famous for its top-quality selection. Bargain stores like JC Penney have wide selections and they tend to feature more affordable pieces.

4. A veritable plethora of jewelry, from engagement rings to everyday décor, is available in stores like JC Penney or Dillard’s. Think about your plans for this piece; will you be wearing it many times, or just once? Is it easily mixed-and-matched with different wardrobe pieces? This will help you define a good target price range. Setting your budget ahead of time can also help you decide where to look.

5. Most people only think of produce and fresh foods as being seasonal, but jewelry is, too. Shopping in the winter will yield a different supply than the summer. Be mindful of the time of year. Also remember that the highest-quality selections are usually kept in a different area of the store that often operates on different hours with higher security.

Here is a look at a few of the major department stores:

Macy's
U.S. retail jewelry and watch sales (estimated):*
$1,500,000,000 (2010)
$1,400,000,000 (2009)
Change in U.S. jewelry and watch sales: 7%
http://www.nationaljeweler.com/nj/special-reports/market-analysis/state-of-the-majors/100-million-supersellers?&count=1&start=7

JC Penney
U.S. retail jewelry and watch sales (estimated):
$710,000,000 (2010)
$700,000,000 (2009)
Change in U.S. jewelry and watch sales: 1%
http://www.nationaljeweler.com/nj/special-reports/market-analysis/state-of-the-majors/100-million-supersellers?&count=1&start=11

Saks Fifth
U.S. retail jewelry and watch sales (estimated):
$710,000,000 (2010)
$700,000,000 (2009)
Change in U.S. jewelry and watch sales: 1%
http://www.nationaljeweler.com/nj/special-reports/market-analysis/state-of-the-majors/100-million-supersellers?&count=1&start=29

Sears
U.S. retail jewelry and watch sales (estimated):
$860,000,000 (2010)
$840,000,000 (2009)
Change in U.S. jewelry and watch sales: 2%
http://www.nationaljeweler.com/nj/special-reports/market-analysis/state-of-the-majors/100-million-supersellers?&count=1&start=9

On the other side you will most likely not find custom design and repair capabilities at department stores and the range of loose diamonds usually available at independent jewelry stores.

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