A Bay Area jeweler named Ed Teixiera is known for providing quality jewelry for a price as low as 25% of the suggested retail on any jewelry, and he travels to your location to show them to you. "And they are the same quality or better than those at other jewelry stores," he says. 

How can he offer such low prices on the same high-quality jewelry that chain jewelry stores charge more than twice as much for? Ed explains, "I am a broker so I work with the gem cutters directly. So I can offer these low prices to my customers because I have eliminated the middleman."

Big Savings, Small Details

As a gemologist (GIA), Ed Teixeira knows how to save his customers money. He says real savings are usually found in the small details other stores ignore in order to increase their bottom line. "The difference between a 29 point stone and a 30 point diamond is virtually impossible to see, but a 30 point diamond is twice the price of one that's 29 points. So if you go down just one point in size, you can't see a difference in the stone, but you've already cut your cost in half."

Ed Teixeira Fine Jewelry is a full-service broker. From designer rings to custom pieces, Ed says he can get a customer any item they want. "If you want a piece from a certain designer, I can make a call and get you that ring," he says. "But if you want a ring that looks similar and costs half the price without the designer name, I can make it for you."

And if you have an original design in mind, Ed says he can do that too. "If you can draw it or describe it, I can make it," he says. "Customers regularly come in with design ideas other jewelers have told them can't be made, and 10 days later we put that ring on their finger."

How can he do that? Ed explains, "I have my own designers and manufacturers that I've worked with for more than 20 years, and I know we can make anything."

In fact, Ed says his team has crafted original jewelry from descriptions, drawings and photographs of existing pieces. And with his knowledge of gems, Ed Teixeira Fine Jewelry can save you a lot of money, even on custom jewelry.

What You Need to Know

Most chain jewelry stores are staffed by salespeople, not trained gemologists. And often, the information those salespeople tell clients is simply what they've been told by suppliers. So unless you're dealing with a gemologist, you can't be certain you're getting the right facts.

"Jewelers who don't have an education in gemology have to rely on second-hand information rather than their own skills," says Ed Teixeira. "That's why I've made it such a priority to get the right education so that I can share with my clients what they need to know about their jewelry."

The jewelry industry is complicated, and Ed Teixeira says customers are often confused about their choices. As a gemologist with multiple degrees including diamonds, precious metals, and gem identification, Ed enjoys sharing his knowledge with his clients. "Clients come in thinking that buying jewelry is scary, but their fear cools off when they see that I can make it fun," he says.

Ed Teixeira's customers learn about cut, clarity, color and weight. "I share with my customers why each diamond is special. And it's not just because the tag says so. I explain why the stone is that color and clarity. With a real gemologist, you can expect them to show you a stone, tell you all about it and teach you to be able to see the quality for yourself."

A Lifetime of Serving Clients

Why does Ed Teixeira take time to teach his clients when so many other jewelers rush to sell the most expensive stones? "I'm looking to protect my clients, not just sell them jewelry," he says. "I'm not just looking for a one-time sale. I want a lifetime of serving my clients honestly."

Recently, Ed had three generations of clients in his office. "I had helped the grandfather buy a ring 30 years ago, and I worked with the father to find his engagement ring. Now the son was sitting at my table, ready to buy a ring for his fiancée," says Ed. "The grandfather and father had brought him by because they knew I'd taken care of them in the past. It was so cool to have that experience with three generations of customers."

Ed Teixeira started his business in 1976. After a friend paid some other jeweler far too much for an engagement ring, Ed knew he could help fill the need for jewelers with high integrity. "I decided if I could sell the same quality diamonds for a fraction of the price, that customers would tell a friend and I'd have a referral-based business that worked for me and my customers," Ed says. "And 32 years later, I'm still doing what I love."

An out-of-state customer named Lindsey agrees that Ed Teixeira Fine Jewelry works in her best interest. "I shipped the ring for cleaning, and all Ed charged me for was the shipping," she said during a research phone call from The Prime Buyer's Report. "He's a nice guy, he has great prices and we'd work with him again in a minute. My husband did a good job when he decided to work with Ed."

Bringing Service to You

Ed Teixeira Fine Jewelry also offers watch and jewelry repair. Some other area jewelers take three weeks to resize a ring, and charge customers more than $70. But Ed Teixeira Fine Jewelry can do better. "I can have a ring resized in 24 to 48 hours and will do it for $39," says Ed. "I personally take the pieces to my professional jewelry repairmen in Santa Rosa or San Francisco, wait until the repair is done and then bring it back to the customer."

All jewelry repairs are covered by a lifetime warranty, because Ed believes, "You shouldn't have to pay for the same repair more than once."

Three days a week, Ed Teixeira travels to see customers throughout the Bay Area. "Many of my clients feel more comfortable at their house, so I bring my service to them," he says.

Customers can also visit Ed Teixeira Fine Jewelry at his Sonoma County showroom. Customers say they like the natural lighting, and Ed says this is by design. He explains, "In jewelry stores, the lighting is designed to make diamonds sparkle more than normal. We use natural light and basic home lighting so there's no hiding behind jewelers lights. So customers can be sure the diamonds will look the same at their house as they did in my showroom."

Ed Teixeira lives in Santa Rosa CA with his wife, Molly. Although they were both raised in the Bay Area and love the beautiful wine country, Ed says they like to travel. One of their favorite destinations is Molokai, Hawaii. Ed is also a gourmet cook, a talent he discovered during cooking courses in high school.

Customers say Ed Teixeira treats them like family, and they like his honest approach to the jewelry business. A client named Alison said, "I can trust Ed. He's really straightforward, and I like that his business is all word-of-mouth. I would recommend him to anyone."

If you're looking for top-quality jewelry for less than half of store prices, customers say you should call Ed Teixeira. As a broker, he can save you money on designer and custom pieces. And when you add quality and savings to his emphasis on service and education, you can see why customers throughout Sonoma County and the Bay Area so highly recommend Ed Teixeira Fine Jewelry.