Custom Design

We keep it simple. We aim to make our customers into long time clients, and build our business through word of mouth. We charge a fair, low margin price on every item we sell, and hope that your experience here will drive you to tell all of your friends and family about Raleigh’s best kept secret.


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With humble beginnings as the Dixie Loan Company at 209 S. Wilmington Street, Abe Horwitz created a business that has flourished for three generations. With son, Phillip, Abe began serving the downtown Raleigh community with quality merchandise at the most reasonable prices.

In 1976, the opportunity presented itself to purchase the Reliable Loan & Jewelry store at 307 S. Wilmington Street. Both businesses were consolidated, the selection of merchandise expanded, and soon Reliable Loan & Jewelry was the place to go in the Triangle for diamonds, estate jewelry, and all sorts of other items.

In 1999, Phillip’s son Alan, a GIA Graduate Gemologist, joined his father in growing their business. Together, they have made Reliable the place to go for quality, value and the kind of customer service that makes you want to tell your friends. Whether you want something new, or a special estate piece, you can always count on the fact that we have been Trusted, Affordable and Reliable, since 1948.

Today we operate on simple philosophies. We strongly believe that it’s not about the box, but what’s inside. We want to provide the kind of service that turns first time customers into lifelong clients. Word of mouth is our best advertisement, and we aim to make each and every person that comes through our doors our greatest advocate. Let us show you how Reliable Jewelry combines quality, selection and service into an incredible experience.

Since 1949, Reliable Jewelry Company has been the trusted name in luxury in the Triangle area. Three generations of family have been providing the best in jewelry at the most affordable prices without sacrificing service or expertise.

Vendors from all over the world sell direct to Reliable. Our selections are unmatched, and our buying power affords us the best prices, which gives us the opportunity to make luxury much more affordable for you.

Maintained on the principle that “It’s not about the box, but what’s inside”, the staff at Reliable works toward the goal of making your every visit special, and helps you make your special occasions even more memorable. Our incredible selection of jewelry is value priced for every client, every day. We don’t need “once a year sales” or one time deep discounts gimmicks to offer you the best prices and best value in the Triangle.



Each diamond is unique with special qualities that establish its value. Whether it’s your first or fifth diamond purchase, it can be difficult to know what to look for. Here are some helpful guidelines on how to choose a diamond based on your priorities and personal taste.

The Gemological Institute of America (GIA) created the first universally accepted standard for describing the four qualities of diamonds: ColorCutClarity, and Carat.

How to Choose a Diamond

Before you embark on your diamond buying journey, it’s important to be familiar with the 4 C’s and do some research. First of all, start with setting a budget. Similarly to any other large purchase, style and spend are a personal decision — so you can forget about that three months’ salary rule!

1. Cut

Almost everyone thinks of a diamond’s cut as shape such as round or pear. However, a diamond’s cut is about how well its facets interact with light. The cut makes up a diamond’s symmetry, proportion, and polish.

Although diamond shape is not one of the 4 C’s, we recommend keeping the shape in mind considering the cut. As a result, the diamond shape will impact the cut’s brilliance.

2. Color

Diamonds are graded on their absence of color. Therefore, a diamond’s value is based on a color scale ranging from D (colorless) to Z (pale yellow). Although diamonds in the D-Z range are considered white, they do contain varying degrees of color.

The most valuable diamonds are D color and decrease in value as you move toward Z on the color scale.

3. Clarity

A diamond’s clarity is determined by the number of inclusions, or imperfections in the stone. Therefore, flawless diamonds are without any inclusions or blemishes (surface flaws). These are extremely rare and much more valuable.

Assessing the clarity of a diamond is determined by the number, size, relief, nature, and position of a diamond’s inclusions and blemishes.

4. Carat

Probably the most well-known of the 4 C’s is often misunderstood. Carat refers to a diamond’s weight, not its size. A single carat is equal 200 milligrams or 0.2 grams. However, there is a difference between carat weight and total carat weight.

Carat Weight is the weight of a single diamond. Total Carat Weight is used to measure the total weight of multiple diamonds in a single piece of jewelry.

Buying an Engagement Ring

Certainly there are many more attributes to consider before buying a diamond or engagement ring. Above all, we want you and your partner to love their engagement ring. With this information and the guidance of our trusted diamond experts, you’ll be able to buy the highest quality diamond for the best value.