Reliable Jewelry & Loan
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Reliable Jewelry & Loan
If you have a specific idea as to how your perfect ring looks, we can help you design it. Some of our partners are equipped with CAD/CAM software and we can make your ring from a rendering or a picture. We will provide you with an estimate before any work is done, and you will be part of the process from beginning to end.

The best jeweler in and out of town! Alan created a custom wedding rings for my spouse and I. The design and quality were flawless, and the customer service and collaborative efforts were to match. No need to look anywhere else and way better value for your money than Diamonds Direct! My fiance purchased my dream engagement ring from Reliable and we recently went back together to pick out our wedding bands.
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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. With humble beginnings as the Dixie Loan Company at 209 S. Wilmington Street, Abe Horwitz created a business that has flourished for three generations.
Alan Horwitz can provide you with insurance, estate, and various other kinds of appraisals for your jewelry. As a G.I.A. Graduate Gemologist, his appraisals will allow you coverage through your insurance company and give you peace of mind with regard to your valuable investments in your fine jewelry.
Reviews (9)
Alissa Pace
Alissa Pace
Sep 06, 2021
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Just purchased another stunning diamond ring from Alan at Reliable. They have a great selection, great prices and superior customer service. Cannot recommend enough!
Bill Lee
Bill Lee
Jul 14, 2020
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Wonderful jewelry store with great service from family and staff. We have made several purchases here and highly recommend them. Service is great when you purchase and continues with each follow up visit. THANKS from Rocky Mount customers.
Nancy Keller Hight
Nancy Keller Hight
Apr 16, 2020
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The best place ever to find spectacular jewelry at a great price in a very friendly atmosphere. It is my favorite store in the world!!!
Timothy Dillard Frisbee
Timothy Dillard Frisbee
Jan 30, 2020
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Nice folks down there. They have always looked out for me. That is why I keep going back to them.
Ed Macko
Ed Macko
May 29, 2019
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Honest people with a great selection of merchandise including jewelry and collectibles. Great service
Caroline Christy Portera
Caroline Christy Portera
May 06, 2019
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Such an amazing experience with this place. They are so professional and helping. They work with you as if they were the ones buying it. I highly recommend this place for not only any engagement needs, but any jewelry needs. They will work with you on any project!
Rachel
Rachel
Oct 14, 2018
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Great experience at reliable jewelry! Greg helped my fiance and I with finding my wedding band. We also got it sized through them. Perfect workmanship. The band is curved and has filigree around it. It was just as beautiful after the sizing. Will be coming here again for our jewelry needs!
Terri Draymore Fishman
Terri Draymore Fishman
Aug 21, 2018
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Wonderful Jewelry store , with a surprising collection of gorgeous jewelry! The ring selection is especially impressive! I just had my diamond engagement ring reset at an amazing price and it’s gorgeous! Thanks Alan, you were fantastic to work with! Highly recommend!
JodiLyn Pascarella
JodiLyn Pascarella
Oct 01, 2015
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My husband and I have known the Family/ Owners for 23+ years. We have purchased 4-5 diamond pieces from Reliable Jewelry and my experience has always been amazing! They are knowledgeable, courteous, friendly, relaxed atmosphere, they allow me to play, be picky and indecisive. I keep a running "wish list" and my husband knows exactly who to call to get that gift set up, shipped and arriving on time! They always say to have a “good jeweler” Thank you for being ours!