But head to Gold Reserves Ltd at Llanelli, Swansea or Cardiff and that's exactly what you'll find.
The family jewellery company boasts a very bespoke service including jewellery repairs, part exchange and selling your own old, unwanted and unused jewellery.
Plus, sales advisors take deposits, offer a 'savings club' for items purchased in store too.
It's very much more than just a jeweller out to sell diamonds, silver and gold jewellery to customers!
You can also design your very own diamond jewellery with Peter Middleton himself, who now offers a personal bespoke service for his diamond customers no matter what budget you have to play with.
Head to one of the stores in Stepney Precinct Llanelli, Swansea's indoor market or Cardiff central market!