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A&E Diamond & Gold - Your “destination jeweler”


By Amanda MacFadgen
Progress Writer

The experienced and skilled staff The experienced and skilled staff at A&E Diamond & Gold in Merrimack

MERRIMACK NH - When you walk into A&E Diamond & Gold in Pennichuck Square in Merrimack, it may take a moment for you to realize it is not your average jewelry store, it is a labor of love for everyone involved. Just ask anyone that works there, from the sales consultants behind the counters to the jewelry designer diligently creating at his bench, they all love jewelry at A&E and before you leave, so will you.

Glass cases line the bright, cozy showroom filled with a variety of fine jewelry from classic to creative - each carefully displayed item a work of art. Whether you prefer gold or silver, diamonds or semi-precious stones, cultured or fresh water pearls, there is something for everyone at A&E – and you’ll get it at a great discount. If you can’t find what you are looking for in the case, their experienced jeweler can help you create your dream in their on-site state-of-the-art design and repair center. “You won’t find the type of jewelry we have everywhere”, says A&E Diamond & Gold President Fred Alter. “Our jewelry is as beautiful and unique as the customers who buy it”.

After more than 40 years in the business, he should know. Alter started his career as a stock boy in Boston’s renowned Jewelers Building at the age of fourteen. He quickly moved into sales consultation, leaving even experienced professionals floundering in his wake. Eventually he became a principal of Karten Jewelers, one of the areas most well known jewelry chains until it was sold in 1994. “I love the public. I still get a thrill out of creating and selling jewelry even after forty years, it’s just so much fun.”

Since 1998, Alter has brought his vast experience and skill to A&E. A self described “destination jeweler”, A&E is a place that people come to when they know they are in the market to buy fine jewelry. At A&E, they carry designer lines of jewelry available at only the finest jewelers, and they guarantee the lowest prices in New England. They also carry an extensive selection of certified loose diamonds available to the public at wholesale prices, so customers can turn their glittering dreams into a real masterpiece.

Precious and semi-precious stones including rubies, emeralds and sapphires or topaz, amethyst and tanzanite are also very popular items. According to consultants, precious pink and rainbow sapphires, made popular by Hollywood’s elite, like Jennifer Lopez are all the rage. Semi-precious jewelry made out of tanzanite is also in very high demand. Choose from an assortment of earrings, necklaces, and bracelets on display or have them custom create the perfect item for you. Prices start at $150 - $200 and up, depending on stones and settings. If there is something you particularly like at A&E, be sure to put it on a “Wish List”, so that special someone knows exactly what you want. “Our ‘Wish List’ is great,”  “You get what you wish for and it makes the gift-giver look like a hero – so everybody wins.”

But the thing that Alter feels really sets A&E apart from their competitors is customer service. Besides the 40 years experience Alter brings to the business, A&E’s new Manager Brenda Wimpenney has spent more than a quarter century in the jewelry business. In addition, each sales person on staff is an experienced jewelry consultant with most having at least fifteen years in the business. “We just love the jewelry business”. “It’s so interesting we just can’t get enough of it. It really gets a hold on you.” Ask anyone behind a counter at A&E about the jewelry, and it is easy to see the attraction. Each consultant has a thorough knowledge of jewelry that makes customers feel confident they are making an informed decision.

“My staff is incredibly knowledgeable,” says Alter. “Not only that, we listen to our customers so they are happy with their purchase. My staff and I have the same philosophy, we never make a promise we can’t keep, and the sale is just the beginning of the service we provide to our customers. That’s what keeps them coming back again and again.”

To view their selection of fine jewelry or discuss creating your own custom masterpiece, visit A&E Diamond & Gold, Rt. 101 A, Pennichuck Square, in Merrimack, NH.

 


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