If you are young man or a first time buyer of expensive jewelry, this website may seem long-winded. It is designed for the seasoned,
sophisticated buyer (the bulk of our clientele) that easily understands the importance of a vendor's credibility, expertise, value, and service. These savvy buyers know that the web is a hotbed of duplicity and fraud. Before they commit a large sum of money to a stranger in
cyberspace they want to know "who they are" and "what they're about." Taking shortcuts in your research procedure could be economically deleterious. IF YOU DON'T KNOW JEWELRY, YOU'D BETTER KNOW YOUR JEWELER!!! Thus, we urge you to take the time to thoroughly read this website and utilize the references we provide. By utilizing this methodology, subsequent purchases of fine watches and jewelry will become safer and more satisfying. Furthermore, this procedure will assist you when purchasing any arcane article, such as cars, insurance, objets d'art, high-end furniture, et. al.
|The only "lion'" you'll get|
from us is in bronze!
|Our family is firmly established|
in the historic town of Roswell, Georgia.
For over 40 years we have been the jeweler of choice for thousands
of America's best and brightest. Now, in our second decade on
the Internet, we are the UNDISPUTED pioneer discounter of fine
watches, objets d'art, and diamond jewelry e-commerce. In the
realm of fine watches and jewelry, Capetown's credibility, value,
and knowledge are unmatched. Best of all, with
Capetown there is no guesswork.... while everyone else claims
to be the best, we are the best, and if you are willing to do
the reading, this website offers incontrovertible evidence!
In short, you will be dealing with a family. My wife Rose
and Jonathan have been in our venture since its beginning. We
are not in it for the money, we have a passion for this business.
We have a pretty good idea of what our clients want and need.
We know all teh schticks, if you want somethign elegant, or something
on the cheap, you met the right people. We are a funny bunch,
of course we need money to run our business, but we do not need
it that bad to bullshit somebody. I, my wife and son, enjoy a
most decent life style because of this business. And we do not
want to do anything to jeopordize someone's trust. So try to get
rid of your angst. We are the cure. You are dealing with friends
here. Besides thousands of personal references, we have been members
of the Better Business Bureau for decades. We are well known by
the Georgia Board of Commerce. And we thoroughly understand what
credibility is.Over the years, I have got a few bad checks, phoney
credit cards, but I do not let that carry over to poison most
people. Anything we sell you at Capetown has to be as described,
just as if you purchased at Neiman Marcus. I am a different Marcus,
but I stand by the same standards of customer service as they
do. You can call me anytime you want. I do not have an answering
machine, I am a live guy. Any complaints, just call and you get
the boss, and the buck always stops with me, so it Will stop with
The above should prove that we are real human beings, with
families, house payments, and religious obligations. not an email
address or voice mail. The buck has always stopped with me, and
I'm prepared to carry on the tradition that I have established.
We are a group you can trust.
We have always felt more
comfortable dealing with bright, intelligent, focused clients.
By viewing the material on our website, they are able to decide
what they want to buy and whether our company will measure up
to their specifications. They also do not expect the obsequious,
before sales amenities that they would get at Neiman Marcus, Tiffany,
et al. Our prices are low for two major
reasons: 1. We are not the least expensive, but giving the greatest
value is our forté. If you are buying a new or used upscale
timepiece, it will be accompanied by a lifetime warranty. Which
means fast service. We have such virulent competition, not just
amongst other retail dealers, but the whole world hates us including
all the major manufacturers. Thusly, any and all statements that
we make, especially in writing, are vetted by my wife Rose, a
vicious nit-picker. When you scan through our 2000 testimonials,
you will find from the letter heads, that they are among America's
best and brightest. Business moguls, Respectful doctors, Scientists,
Attorneys, not the type of folk you can give the ol' crapola to.
2. We accomplish this by keeping our operating overhead extremely
low, and yet, we give considerably more after-sales service than
our full-priced, retail competition.
I think that if you are truly
a buyer then you will find that the following wordiness is going
to fully acquaint you with the value of dealing with Capetown.
If it taxes your patience, we apologize.
You might ask yourself, what makes Capetown
markedly different from their competitors? The reason is simply because we are serious jewelry people. My wife's first job, more years ago than I am allowed to reveal, was with the
Zale Corporation. My son has recently survived sixteen years of apprenticeship at my side. My experience comes from being the director of an important auction gallery in California, specializing in jewelry and fine art. Both myself and all the company executives have a passion and commitment for this field. We love it. We eat, sleep, and drink fine art, jewelry, and watches. Every item that we offer for sale has been closely scrutinized by myself or my son. Every piece that we buy has to appeal to us first. We will not take a piece on
consignment unless the consignor realizes that we are not a retail establishment and that everything has to be value priced. We stay current by reading all of the trade
papers. We attend all of the important shows and auctions. Now, how does this benefit you, the consumer?
|Capetown's founder and chairman, Carl Kenneth Marcus|
The buck has been stopping with me since 1969.
Because of our passion for the business, we remain on the cutting edge of trends, investment potentials, new fraud, and less expensive alternatives.
Because our sales volume is considerably larger than any of our competitors, we are able to survive financially on a lower margin of profit. Additionally, because watch repair and service is one of the cornerstones of our business, we have in-house resources that allow us to offer the combination of world-class service,
an unprecedented lifetime warranty*, and the best value in America. If you are an upscale, intelligent buyer, this should provide unequivocal evidence that Capetown Diamond should be your jeweler of choice.
Lest you not be an astute reader, this website is designed to appeal to our target audience. We don't suffer schmucks very well. Because of minimal staffing, our business is time sensitive. It is dependent upon interfacing with callers that are in the buying posture. In other words, they are clearly focused on their needs, they have done the spade work, and they understand how a company such as ours can stay in business. Schmoozers need not apply. If this attitude seems thoughtless and insensitive, perusing our references should acquaint you with the quality of clients that we have. WE ARE NOT FOR EVERYONE. If you are looking for value, options, extended warranties, and unmatched after sales service, we are the company for
you; I GUARANTEE IT. We simply don't have the time or resources to give what we give and emulate the traditional before sales-service associated with retailers such as Tiffany's and
Neiman Marcus. IF TIFFANY HAD A DISCOUNT DIVISION, WE WOULD BE THEIR ROLE MODEL!!