Tom Cook Jeweler Inc — Local services in Daytona Beach

I was recommended to TC by affluent friends & family (not that it should matter) who had purchased Rolexes and pricey pieces through the years from “old man Cook”. Unfortunately I dealt with Jim. Jim, you never know who is walking through your door. The 1 star reviews I read after my experience echo my own. I struggle to give my criticism constructively. Not all customers walk in carrying their Chanel bags. Some wear Swatches over their Cartier Tank because kids like them. Some have lived outside this town and you dont know us. I say this gently because Ive heard such great things about Sheryl but there is either a concerning lack of business acumen at TC or something is terribly off.

I own a vintage solid gold Omega watch. First tip to an astute salesperson that I could afford to shop there. It required repair and I love supporting local businesses, particularly female run businesses. I could have easily sent it to Westchester or NYC. Instead I walked into TC and Jim treated me like I was the dirt on his shoes giving me the “you cant afford to shop here” eye glance with a hint of snobbery. Instead, he should have noticed the watches original vintage case and taken interest. No, it wasn’t stolen. His vibe was so awful. He spoke to me like I didn’t understand what a watch estimate was and said it was going to be “very expensive”to fix. He had no interest in me as a potential upsell or forming a warm sales relationship. Im what most jewelers would consider their sales demographic-a 50 yo woman dressed appropriately to shop who loves jewelry and is cognitively intact. Lol. Gritting my teeth, I kindly took the higher road.

I returned to TC to pick up my watch and was greeted by salesman Justin. He was knowledgeable and friendly. He noticed my new engagement ring and we started talking. I thought- he is someone I would buy a diamond from. I asked to see wedding bands and it was truly a joyful experience. That ended when Jim came to sit down and offer his opinions. Again, his energy was unpleasant with unchecked ego. Same as when I dropped my watch. He didnt show interest until he heard my profession and saw $. I just wanted him to leave as he was ruining my experience. I would never buy anything from Jim. Justin remained professional throughout. I was later informed that Jim was mentoring Justin. Quite frankly, Justin should be mentoring Jim. I would have given my credit card but wanted to bring my fiancé when Jim wasn’t there. To be clear I could purchase many of the high end items in TC without thinking twice. Do I have a fancy address in Daytona? No. Having multiple homes in other locations is my investment priority. Do I wear my most expensive jewelry when I go shopping? No. I prefer understated elegance. It doesn’t mean I dont own it. Getting to know your entire sales demographic is a learning point for Jim. It got worse and this is why I decided to write this book chapter of a review. I called back to make a complaint and Jim answered the phone, but he was not forthright about who he was until I put him on the spot. He then tried to blame another colleague, Kevin, for his behavior. Sheryl verified it was Jims name on my initial watch receipt. I again requested to come in and make the purchase on Jims day off. Sheryl mentioned that Jim was there every day and that if he wasn’t she would have to close the shop. I do hope this is not the case. The cost of Jim to your business from just my experience including engagement ring and wedding bands alone is a $45,000 sales loss. Thats not taking into account a grooms Rolex (and yes I understand how a Rolex purchase works), cuff links, bridesmaid jewelry, etc. He just operated at a $90,000 sales loss, conservatively. All because of his ego and misjudgment. I shared the details of this experience with those who recommended me to TC and I am disheartened to give this review. I guess I’m a nobody and you have to be a somebody to be treated decently by Jim. I was told Mr. Cook would have treated me better…but then again he might have recognized...

I recently had an unsettling experience at Tom Cook that I feel compelled to share with others. While on a public sidewalk and engaged in a FaceTime call on my cellphone, a staff member approached me, asserting that I couldn't film the store.

Despite explaining that I was not recording anything inside the store and highlighting my right to record in a public space, the staff insisted I leave the public sidewalk and even threatened to involve the police.

It's disheartening when businesses overlook the rights of individuals in public spaces. As per the First Amendment, recording in a public area is protected, and businesses should be aware of this. My intention is to make others aware of my experience so that they can make informed decisions when choosing where to shop.

Consumers should be treated with respect, and understanding their rights is crucial. I hope sharing this incident encourages others to be aware of their rights and prompts businesses like Tom Cook to reconsider...

I have never been this upset about taking my Rolex to this jeweler. I spoke to Kevin at Tom Cooks when my Rolex needed servicing. First, it was my fault for noticing that Tom Cooks IS NOT AN AUTHORIZED ROLEX DEALERSHIP. I found that out as I was walking out the door (previously they were but for some reason Rolex discontinued them as a dealer). I was told that the servicing would be done in Ormond Beach at the Rolex service center. I received my estimate of $1625 about a week later. At this point I called the service center in Ormond and they said I could drop it directly to them. I canceled with Tom Cook and got my Rolex back from them. Dropped it directly off at the service center and about 3 weeks later received my Rolex back in perfect condition. Tom Cooks was charging me a little over $500 for Cooks handling to the service center. What a RIPOFF. NEVER AGAIN and NEVER COMING...