Peoples Jewellers Review

Discover the truth about Peoples Jewellers before you shop for jewelry. Dive into our review to make informed decisions because your diamond purchase matters.

At BrighterGuide, we don't just offer information; we provide a curated experience steeped in authenticity and expertise. Led by Ishan B, a revered authority in the world of diamonds and jewelry, our platform sparkles with years of intricate knowledge and a profound appreciation for the beauty and craftsmanship of gemstones and precious metals. We've journeyed through the glittering maze of the industry, decoded the secrets of quality and value, and encapsulated our wisdom into a comprehensive, easy-to-understand guide. Our pledge is to illuminate your path with trustworthy, current, and actionable insights, ensuring that every choice you make shines brightly. With BrighterGuide, you're not just getting a tutorial; you're acquiring a dedicated confidant for your shimmering voyage.

In order to provide an unbiased review, we as a group of jewelry enthusiasts, jumped right into researching Peoples Jewellers.

Peoples Jewellers, dubbed “the diamond store” in Canada, was established in 1919. They have an attractive and easy-to-use website with a large selection of designs, including watches, necklaces, and engagement rings.

We did discover a few possible downsides in this Peoples Jewellers review, though, such as uncertified diamonds and uneven grading. The quality of the products and customer service have also drawn criticism.

We at BrighterGuide compare this jeweler against other trustworthy diamond sellers like Whiteflash, James Allen, and Blue Nile to help you decide.

Key Takeaways

  • Peoples Jewellers, a long-established jewelry company in Canada, offers an extensive selection of jewelry, but it raises concerns due to the lack of transparency in diamond grading, potentially uncertified diamonds, and higher prices compared to other reputable sellers.
  • Also known as “the diamond store,” this jeweler uses the GSI for diamond certification, which has lenient grading guidelines, leading to questions about the accuracy of certification records and diamond quality.
  • For those seeking a reliable and informed diamond purchasing experience, it is advisable to explore other reputable diamond retailers like Whiteflash, James Allen, or Blue Nile, which offer a wider variety of diamonds and transparent certification processes.
Peoples Jewellers Review

About Peoples Jewellers

Founded in 1919, Peoples Jewellers is a reputable jewelry company. Notably, it was the first business in Canada to offer jewelry on a pay plan, and in 1957 it grew to become the biggest credit jeweler in the British Commonwealth.

With a large selection of designs that include watches, necklaces, and engagement rings, Peoples Jewellers has grown in popularity among Canadian consumers.

Peoples Jewellers has long been the go-to destination for Canadians looking for high-quality jewelry. As the largest retailer in the diamond market in British Columbia and beyond, they have something for everyone, from clarity diamonds to colored diamonds. This reputable retailer even provides extensive diamond education for customers, offering advice to diamond novices and in-depth diamond analysis to help you understand your diamond purchases better.

In recent years, they have included premium brands like Citizen and Enchanted Disney Fine Jewelry to their roster. But what sets them apart is their Canadian Luxe™ collection.

The company has been in competition with online retailers like James Allen and Blue Nile but has managed to maintain trust with customers thanks to their mall-based presence and competitive prices, especially during sales. However, customer reviews suggest that the company could improve in some areas, like providing clear diamond specifications and more transparent certification documents. Despite these pitfalls, their legacy as a pioneer in the diamond trade and retail experiences continues to sparkle.

The Company

To make wise purchases, it is our responsibility as customers to become familiar with Peoples Jewellers’ history and ownership. Here are four crucial aspects of the business to take into account:

  1. Peoples Jewellers is a respectable diamond retailer, well-known for its extensive jewelry assortment and dedication to client satisfaction.
  2. Peoples Jewellers offers Canadian “certified” diamonds under different collections, but they do not sell GIA or AGS-certified diamonds. Nevertheless, it is challenging to evaluate the quality of these diamonds due to the lack of clarity in their specifications.
  3. Rather than using GIA and AGS for diamond certification, Peoples Jewellers employs GSI, which has more lenient grading guidelines and irregular procedures. This calls into question the veracity and correctness of the certification records.
  4. It’s crucial to remember that Peoples Jewellers’ prices might not be as affordable as those of other respectable stores in the industry, like Whiteflash, James Allen, and Blue Nile.
Peoples Jewellers shop

We can choose diamonds more wisely if we are aware of these important facets of Peoples Jewellers.

Alright, let us now explore the company’s past.

The History

It’s important to consider Peoples Jewellers’ lengthy history, which dates back to 1919 when researching the company.  Peoples Jewellers was established in that year and has grown to be a reputable brand in the jewelry industry.

Their company was the first in Canada to provide jewelry on a payment plan, which significantly changed the jewelry’s accessibility for customers. In 1957, Peoples Jewellers became well-known as the biggest credit jeweler in the British Commonwealth.

Peoples Jewellers Product

With respect to the merchandise that Peoples Jewellers sells, there are a few key considerations.

They have a wide variety of designs, including watches, necklaces, and engagement rings, to start with. Though taste is subjective, some customers have thought certain designs are tacky. Their diamond ring prices have also drawn criticism for being excessive when compared to those of other respectable merchants.

Peoples Jewellers Pieces

It is our observation that Peoples Jewellers offers pre-made engagement rings for sale. Regarding diamond jewelry, clarity is a crucial aspect to take into account. Nevertheless, Peoples Jewellers does not offer precise details or clarity charts for their diamonds. Customers find it challenging to evaluate the quality of the diamonds they are buying because of this lack of transparency.

In addition, Peoples Jewellers has a small assortment of engagement ring designs, particularly for solitaire rings. There are more options in this category at other jewelry retailers like Whiteflash. We advise looking into other trustworthy diamond retailers if you’re searching for premium diamonds and a wider selection of engagement ring styles.

It’s time to talk about Peoples Jewellers pricing in the next section.

Peoples Jewellers Pricing

To accommodate a variety of spending limits and tastes, Peoples Jewellers provides a large selection of jewelry items at various price points. It’s crucial to consider the quality of the diamonds being offered when comparing prices. Customers have voiced concerns about Peoples Jewellers’ cheap diamonds and excessive prices.

Peoples Jewellers Store

As a buyer, you should always conduct extensive research and take customer feedback into account before making a purchase. Despite being a reputable company, Peoples Jewellers may cause concern due to its high prices and dubious reviews. Look into other reputable diamond sellers like Whiteflash, James Allen, and Blue Nile; they have better selections and transparent pricing. Customers can make sure they’re getting the best value for their money by making well-informed decisions.

Let’s move on to the following section and examine the Peoples Jewellers customer experience.

Customer Experience

There are a number of things to take into account when evaluating Peoples Jewellers’ customer experience.

First, the website has an impact on the shopping experience. It is clear and simple to use, with well-written pages and item descriptions. Additionally, customers can find useful information in the Frequently Asked Questions (FAQs) section.

These elements are vital in determining the general quality of the Peoples Jewellers’ customer experience.

Peoples Jewellers stands out as one of the largest retailers in the diamond market, especially in regions like British Columbia. While the company offers a range of beautiful diamond options, some customers have raised concerns about poor quality or unclear diamond specifications. However, it’s essential to note that Peoples Jewellers also provides extensive diamond education, offering advice to diamond novices and insights into diamonds. Their certification documents are usually thorough, which can make the experience memorable for those looking to understand the quality of the diamonds they’re purchasing.

Shopping Experience

The vast selection of jewelry options available at Peoples Jewellers is one of the best things about shopping there.

The mall-based retailer offers a wide range of jewelry to suit different tastes and styles, such as watches, necklaces, and engagement rings.

It’s easier for customers to choose the ideal piece when they can try on different materials, styles, genders, and price ranges.

Popular Canadian jewelry brand Peoples Jewellers started out as a family-run enterprise before growing to become a nationwide corporation.

The Website

We discovered that Peoples Jewellers offers a smooth and user-friendly online shopping experience. Customers may quickly and easily find what they’re looking for on this well-designed and user-friendly website. The item descriptions and pages are well-written, offering comprehensive details about every product.

It can be challenging for clients who wish to examine the diamonds before making a purchase, though, as there isn’t a way to purchase loose diamonds apart from settings. Furthermore, there are no diamond clarity plots on the website, which would give users a visual depiction of the clarity of the diamond.

Notwithstanding these drawbacks, Peoples Jewellers ensures that clients have a variety of options by providing a large selection of diamond jewelry, such as fancy cut diamonds, diamond earrings, and engagement rings set in solitaire.

The FAQs

However, what are some typical queries and worries that clients might have regarding their encounters with Peoples Jewellers?

1. In what ways do Peoples Jewellers differ from other retailers of diamonds, such as Kay Jewelers, James Allen, and Blue Nile?

2. Is the quality of Peoples Jewellers’ diamond engagement rings something I can rely on?

3. What should I do if I’m not very knowledgeable about diamonds and am a diamond novice?

4. Is there a chance I might buy a cheap diamond ring from Peoples Jewellers?

Customers at Peoples Jewellers frequently inquire about how the business compares to other well-known diamond retailers such as James Allen, Kay Jewelers, and Blue Nile. Particularly if they are unfamiliar with the world of diamonds, they are also worried about the quality of diamond engagement rings. 

Furthermore, clients might be curious about the dangers of buying a cheap diamond ring from Peoples Jewellers. These are significant factors that will be discussed in the sections that follow.


To sum up, Peoples Jewellers might not be the greatest choice for buying diamonds because of their small assortment, uneven diamond grading, and expensive costs in comparison to other respectable merchants. They have a large selection of pre-set engagement rings and a payment plan, but their certification process raises questions.

Instead of selling diamonds from independent collections certified by the GSI, Peoples Jewellers offers diamonds from independent collections certified by the AGS and GIA. Because the GSI uses various grading criteria, there may be variations in diamond quality and inconsistent grading.

Furthermore, the prices of Peoples Jewellers are a great deal more than those of other reliable suppliers.

In order for inexperienced diamond buyers to make wise decisions, it’s critical that they have access to thorough diamond education and trustworthy certifications. Though the biggest retailer in Canada, Peoples Jewellers, is referred to as “the diamond store,” we suggest checking out other reputable diamond sellers, like Whiteflash, James Allen, or Blue Nile, for a greater assortment of stunning diamonds and a more open approach to certification.

These sellers provide customers with superior overall experiences and provide in-depth details on the Four Cs (color, clarity, cut, and carat) of diamonds.


BrighterGuide is dedicated to providing accurate and relevant information as you explore the wonderful world of diamonds and jewelry. To this end, our writers refer to primary information sources in building each article that appears on this website. These include, but are not limited to, published news articles, government portals, research papers, and more.

  1. Gemological Institute of America. (n.d.). Gemological Institute Of America | All About Gemstones – GIA.
  2. International Gem Society LLC. (2022, October 19). International Gem Society IGS – Information and educational services for everyone interested in gemstones. International Gem Society.

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