Loring & Co. Fine Jewelers — Attraction in Huntsville

Phenomenal experience, every time.

I've never been big on jewelry shopping for two reasons: 1) Fear of getting ripped off, and 2) I'm wasting my money by spending it on something my wife won't LOVE. (Big difference in liking something and hitting a home run!)

The owner, Trent, is one of the most genuinely positive & engaging people I've ever met. He treats you like family, no matter if you visit the store once a year or once a month. I've been fortunate enough to get to know him over the years, and he has taken the time to get to know my wife - and thus has acquired a great feel as to her taste.

Now, whenever the special occasion arises, I'm a phone call away from having a HOME RUN purchase, at a great price!

When I first started jewelry shopping, I would always take someone's best price and shop it around. What I found was that while one company may give you 20% off, it may not be the best deal. Some companies inflate their starting prices to entice you with their "incredible" sales. Loring & Co seems to be much more straight forward than the majority - and I've NEVER had someone else beat their prices.

One example showing their willingness to think outside-the-box: My first purchase with Trent and Loring & Co was an engagement ring, but it was a very complicated order. My mother, who passed away when I was in high school, left me her wedding ring which had a marquise diamond as the center stone. With marquise diamonds being a bit more dated of a look, we had to get creative with the setting. Trent contacted a couple custom jewelry manufacturers and had sketches made up of different options. We wound up going with a guy out of France, and to this day my wife has one of the most beautiful and unique rings that I've ever seen, while maintaining the sentimentality of my mom's original diamond! And remember, Trent did this long before I had established a repoire with him as a customer, and with my owning the diamond, it was likely way less money in Loring & Co's pocket than it would have been if he simply sold me a ring in store.

Trent and Loring & Co have earned my loyalty as a customer for life. I encourage all those reading this to give...

I apologize for the delayed review. I visited Loring about six months ago after leaving the gym. I had been meaning to stop and look for a new Rolex for a while but never had the time until that day. I was a bit “underdressed” but didn’t think it would matter if I was wearing athletic gear and a sweatshirt so I went in anyway. After looking at the watches I finally narrowed it down to 2-3 that I was interested in. After tracking down a sales associate (no one had offered me any assistance) I asked if I could see one of the watches. The lady helping me looked me right in the eye and said “We only open the case for serious buyers”. I was completely taken aback and said “Thanks” and marched right out of the store. How incredibly rude. Something Loring needs to realize is that in a place like Huntsville, Alabama that the appearance of some customers may be deceiving. The guy wearing jeans and a sweatshirt and driving a beat up pickup truck might be a multimillionaire in this town. That’s just the nature of Huntsville. Loring lost out on a good sale that day. I was prepared to buy BOTH watches I liked that day. I ended up buying the Rolexs I wanted, but not from...

My husband and I just had our wedding on July 25th, 2015 and decided to go into Loring & Co. for our wedding bands. We just happened to be paired with Trent and little did we know that the next few weeks would impact our lives and our wedding day tremendously. Trent was a business man like we had never met. He continued to keep in contact with us no matter what questions we had or changes we desired to make. He never complained with our inconsistency and always lent us the most amazing advice. He gave us the best deal on the rings we chose and continued to give us additional services free of charge. He impacted our wedding day and made me feel like a princess of a bride! We left for Denmark where we now live on August 12th but on August 11th he even let us come in one last time for a ring cleaning! Everyone was so kind and even the security guard walked us to our car and blessed us! It was honestly hard for us to say goodbye and leave such a good establishment! I would suggest Loring to anyone and would trust them with my life! There is no business with as great customer service! They are as close to family as you can get!!

Nicole...