Finks Jeweler’s Review

Finks Jewelers is a family-owned business with roots stretching back to the 1930s. What began as a small operation has grown into a well-known name in fine jewelry and luxury timepieces. Today, Finks showcases a wide selection of engagement rings, wedding bands, designer watches, and fashion jewelry. They emphasize their commitment to quality and proudly promote their diamonds as a cut above the rest. But in an industry filled with powerhouse competitors, how does Finks really measure up? This review takes a closer look at the brand, its offerings, and whether it lives up to the sparkle of its reputation.

 

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The History

The Finks story began in the 1920s when Nathan Fink took to the streets of Roanoke, Virginia with a simple jewelry cart. At the height of the Great Depression, he made jewelry accessible by offering customers the chance to buy on credit. His commitment and hustle paid off, and by 1930 the first Finks Jewelers store opened its doors.

In 1960, leadership passed to his son, Bernard, who helped the company grow its reputation for fine jewelry and luxury timepieces. Over the decades, Finks expanded steadily across the region while maintaining its family-owned roots. Today, under the guidance of the third and fourth generations of the Fink family, the company has grown to 14 stores across Virginia, North Carolina, Tennessee, and Maryland.

From humble beginnings with a single cart to a multi-state presence, Finks’ success has been built on a foundation of family values, trusted service, and partnerships with some of the most respected brands in jewelry and watchmaking.

The Quality

Finks Jewelers position themselves as a destination for high-quality diamonds and fine craftsmanship, and they do make a strong case. Each diamond is carefully inspected in-house by their certified gemologist, Cliff, before being offered for sale. This level of attention is not something every brick-and-mortar jeweler provides, and it sets them apart from retailers who rely solely on supplier assurances.

One of Finks’ biggest strengths is their commitment to carrying GIA- and AGS-certified diamonds. These are widely considered the most trusted grading laboratories in the world, giving buyers confidence that the quality they’re paying for is accurately represented. On the flip side, Finks also sells De Beers’ Forevermark diamonds. While marketed heavily, Forevermark stones come with less stringent grading transparency and are often priced higher than comparable GIA or AGS options. For value-conscious buyers, this isn’t always the best choice.

When it comes to settings, Finks perform well. Their pavé work—a detail where many jewelers cut corners—shows a level of precision and consistency that speaks to their standards. The brand carries both classic and contemporary styles, with many designs leaning toward traditional bridal aesthetics. They stock a selection of designer brands, but also showcase their own signature pieces, providing a range of looks to suit different tastes. While they may not push boundaries with avant-garde or highly modern designs, their craftsmanship is solid and appealing to most brides-to-be.

Overall, Finks balance heritage craftsmanship with quality assurance. Buyers will find peace of mind with their GIA/AGS-certified stones, though it’s worth approaching the Forevermark collection with caution if value and transparency are your priorities.

The Diamonds

Finks deserves credit for putting effort into diamond selection. Having every stone reviewed in-house by their gemologist is reassuring, but the lack of light performance data is a significant drawback. Without tools like ASET, Ideal-Scope, or Hearts & Arrows imaging, buyers have no way to verify how well a diamond handles light. Unless you have the expertise to assess brilliance with the naked eye, you’re relying heavily on trust in the salesperson’s judgment.

This fits Finks’ business model: they are built around the in-store experience. Their staff are knowledgeable and, for the most part, do a good job guiding customers through the basics. But the real value of that guidance depends on the buyer already having some understanding of diamond certification and knowing which questions to ask. Without that knowledge, customers risk being swept along by brand reputation rather than hard data.

When shopping online, the gaps become more noticeable. Finks primarily offers pre-set rings rather than loose diamonds. While they disclose color and clarity, they don’t provide the finer details that matter for true comparison shopping—things like cut proportions, fluorescence, crown and pavilion angles, or depth percentages. These omissions make it harder for a buyer to properly evaluate whether a diamond is priced fairly or how it measures up against competitors.

For someone purchasing in person, this might not feel like a dealbreaker. But in today’s market—where online retailers like Whiteflash provide full grading reports, advanced imaging, and HD videos—Finks fall behind on transparency. In short, you may find beautiful diamonds at Finks, but you won’t always have the complete picture you’d get with top-tier online vendors.

The Price

Don’t let the humble beginnings fool you. Finks are a top end jeweler with the premiums to match. Due to their care and commitment to diamond quality, I would suggest that Finks are reasonably priced when comparing ‘apples to apples’ – traditional jewelry stores often carry overheads and therefore their jewelry is always pricier than online vendors. So, while Finks have placed themselves in a good position vs. traditional jewelry stores, the fact remains you can get the same quality diamonds and settings online for as much as 30% cheaper.

Whiteflash vs. Finks Engagement Ring Comparison

Finks Solitaire

0.60ct G-SI2 round brilliant
Certificate: Not listed
Cut quality: Not listed
Setting: 14k White Gold 0.10ct diamond collar
Total cost: $3,500

Whiteflash Solitaire

0.60ct G-SI1 round brilliant
Certificate: AGS
Cut quality: A CUT ABOVE® super ideal cut hearts & arrows
Setting: 18k white gold 0.06ct diamond collar
Total cost: $3,212

Not only is the Whiteflash diamond of far superior quality, you can actually see this for yourself by viewing the multiple diamond light performance reports and images. A higher quality metal in the setting, higher clarity grade and better cut – but still around $300 cheaper than Finks. In every case, you will find Finks coming in at a higher price than Whiteflash and other online vendors.

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The Final Word

There’s no denying that Finks has charm. The family legacy, knowledgeable staff, and a respectable selection of fine jewelry make them an appealing choice for shoppers who prefer a traditional, in-store experience. For those based in Virginia or nearby, a visit to Finks can be worthwhile—especially if you value face-to-face service and the chance to see rings in person.

That said, buyers should approach with a clear head. Getting true value from Finks depends on asking the right questions and knowing what matters most in a diamond. Without light performance reports or full grading details, it’s easy to be swept up in the sparkle without having the hard data to back up a purchase. If you’re confident in your diamond knowledge, you may find a beautiful piece. If not, the risk of overpaying or overlooking key quality factors is very real.

In short, Finks can deliver a satisfying experience for traditional shoppers who prioritize service and heritage. But for those who want complete transparency, advanced imaging, and easy comparison tools, leading online vendors may offer more peace of mind.