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The House of Harry Winston was established in 1932 by Harry Winston, the son of a New York jeweler. Harry Winston accounts for about 54% of its parent company's overall sales. Diamonds are Harry Winston's best friend. The retail arm of the Canadian mining company Harry Winston Diamond Corp. (formerly Aber Diamond Corp.), Harry Winston buys, designs, and sells premium diamonds and gems. With about 20 salons in locales, including Beijing, London, New York, Osaka, and Paris, the company's clientele includes sultans, starlets, and other affluent types who can afford the average $100,000 price tag for a Winston bauble. Harry Winston Inc. also sells its timepieces through more than 150 locations worldwide and online.

Helzberg Diamonds is into hard rocks. Helzberg Diamonds sells a wide selection of diamonds and precious gems -- mostly set into rings, but also set into other jewelry; Helzberg Diamond Shops also sells men's and women's watches. One of the largest national jewelry chains, Helzberg Diamonds operates about 235 stores nationwide. The mall-based chain also sells jewelry online. Helzberg Diamonds was founded in 1915 by Morris Helzberg and remained in his family until 1995, when it was acquired by investment guru Warren Buffett's Berkshire Hathaway (owner of jewelry chains Ben Bridge Jeweler and Borsheim's). Helzberg Diamonds offers a 60-day return or exchange option and free jewelry repairs for 12 months after purchase.

Founded in 1914 by Jacob Perelman, the firm was run by three generations of his family until 2007 when Dale Perelman, his grandson, stepped down. Brian Eckstein, the company's former CFO, was named president at that time. King's of New Castle (better known as King's Jewelry) doesn't sell the Crown Jewels but instead provides less renowned diamond, gemstone, and gold jewelry, as well as watches and giftware, from about 35 stores (down from about 50 in 2007) in Pennsylvania, Ohio,West Virginia, and Maryland. Like those of its larger rivals Zale and Kay Jewelers, the regional jewelry chain's stores are mostly mall-based. King's also sells jewelry online and by catalog and offers repair and appraisal services.

The chain was acquired by Tiffany in 2002, but Tiffany sold Little Switzerland to NXP Corporation for $32.9 million in 2007. There's nothing neutral about Little Switzerland's definitively upscale stores. The company operates about 25 mostly duty-free stores that sell jewelry, watches, crystal, china, and other gift items priced from $20 to more than $10,000. Its stores, located on 11 Caribbean islands and in Key West, Florida, appeal to tourists (mostly from the US) looking to avoid the import taxes they would pay at home -- especially passengers on the cruise ship lines that ply the waters in those areas.

Mikimoto opened its first freestanding store on New York City's famous Fifth Avenue in 1975. In addition to its Fifth Avenue location, Mikimoto operates retail stores in Beverly Hills and Costa Mesa, California, as well as in Las Vegas. The jeweler also operates an online store. Mikimoto company also distributes non-Mikimoto brand pearls to jewelry chains including Fred Meyer Jewelers, Kay Jewelers, and Zales. Kokichi Mikimoto was among the pioneers of the cultured-pearl industry. While a diamond may be "forever," a Mikimoto pearl is nothing to sneeze at. Mikimoto (America) is the US arm of Japanese pearl manufacturer, K. Mikimoto & Co., a leading creator of cultured pearl jewelry that is sold worldwide.

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