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Ernesto's Jewelry Factory

651 N. Business IH-35, Suite 240 New Braunfels Marketplace New Braunfels, TX 78130 830-625-3203 www.ernestos.com

The old adage says it's lonely at the top. Ernesto Jergins, owner of Ernesto's Jewelry Factory in New Braunfels, would probably disagree. His business has been voted Best Jewelry Store by New Braunfels Herald-Zeitung readers for every one of the four years that the newspaper's Readers' Choice Awards have been running, and the Better Business Bureau says Ernesto's is the most recommended jewelry store in all of Comal County. According to the aforementioned adage, Jergins ought to be surrounded by nothing but the lonesome air of his success. Instead, he's smack in the middle of a loyal customer base stretching from San Antonio to Austin. What's more, most of the people on his close-as-kin staff have been working with him for more than fifteen out of the twenty years he's been in business. So, what gives?

Twenty years of whatever it takes. "We've been in business so long that we're over that hump every business has to get over," Jergins says. "We can just do what it takes to make the customer happy. We want long-term customers, and I always say you have to make it easy for the customer to do business with us. Don't nickel and dime them. Find out what they need, and just get it done." He stops for a minute, thinks, and slowly repeats, "Just…get…it…done." This is the company mantra. Because of it, every person on staff at Ernesto's has the flexibility to work with customers on an individual basis, to help them make decisions, and to make decisions of their own that will satisfy each customer's needs. "I have confidence in my jewelers, my store manager, my sales manager-all my employees," continues Jergins. "Do you know how good that feels? We have so many who have been with us for so long that it's like a family. That really helps a business and customers recognize it."

Certified, direct-import diamonds. Jergins travels to Europe to hand-select diamonds every year. The diamonds can go directly from the cutters to his store, but before selling them, Jergins has the stones certified by the Gemological Institute of America (GIA) or the European Gemological Laboratory (EGL). These independent organizations are like the Supreme Court of diamonds. They analyze and grade diamonds to provide an authoritative certificate detailing cut, clarity, grade, proportions, flaws, and so on. Jergins says the certification takes the guesswork out of diamond buying for both the seller and the buyer. "We sell diamonds by informing people," says Jergins. "Even if you don't buy here, you'll learn here."

Custom designs for heirloom quality. There are four full-time craftsmen at Ernesto's. You can sit down with a designer and discuss various styles, diamond cuts and shapes, settings, bands, design elements, and so on, to come up with a sort of ring blueprint from which the craftsmen can create a wax cast. This cast gives you an opportunity to see the design in a three-dimensional form before deciding whether the craftsmen should finally cast it in metal. Ernesto's experience craftsmen use state-of-the art equipment to cast in all fine metals, including platinum.

Icing on the Cake. Ernesto's offers a full money-back guarantee. You can also opt to upgrade your ring down the road, without having your trade-in discounted. So, the ring you bought for $2,000 at Ernesto's last year will be worth that much in trade-in next year. Here's a nice option for anyone who isn't sure what band his bride will like, but who still wants to propose with a ring: Ernesto's will sell you the solitaire of your choice in a simple Tiffany band that can be exchanged later for the band of the bride's choice. "We want everybody to be very happy when they finish doing business with us," Jergins says. "We're casual here. We want everyone to feel comfortable when they walk through the doors, so we do what it takes to make that happen."

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