Experts advise shoppers to decide how much they want to spend for a particular item before going to a jewelry store.
"A jeweler should show you things in your price range," said Steffan Aletti, president of the Jewelry Industry Council. "It's a lot easier to shop that way."
Whatever the type of gold or silver jewelry, look at it closely. Make sure it is stamped with the quality mark and trademark you are paying for, that it is properly polished and that there are no scratches, spots or rough edges.