- To sell jewelry that only we ourselves would purchase or give.
- To interact with everyone according to the Golden Rule.
- To strive toward 100% customer satisfaction, making the customer our highest priority.
- To provide a friendly, inviting shopping experience.
- To remember that the people on our staff are our most valuable asset.
- To be fair and honest in every aspect of our business, instilling our customers with the utmost confidence in us.
- To emphasize knowledge, professionalism, and technical expertise in our staff.
- To take a team approach which values the success of the company as a whole over individual recognition.
- To always do what you say you are going to do.