Through Chris Armfield’s many years of diligent networking efforts and developing relationships in the jewelry industry, Peak City Jewelers has developed exclusive access to ethically sourced stones of the finest quality and the most notable talent and craftsmanship that the world has to offer when it comes to gemstones.
About Peak City Jewelers
Chris has been involved and worked with a master jeweler since the age of sixteen. He understood the value of quality craftsmanship and genuine natural gemstones through his work with Michael Gangi at Megagem Jewelers.
“Michael was a true jeweler’s jeweler who used artisanal craftsmanship and specific time-honored traditions and methods to custom build and cast rings. He made the most amazing custom pieces. Not only did Michael teach me about fine gemstones and the 4 C’s, but the biggest piece of business knowledge that he imparted on me was the demonstration of love for his clients and his sincere dedication to make them happy.”
After graduating from UNC Pembroke, Chris became manager at Durham Jewelers while working alongside his mentor and friend Christy Forrest. Christy was born into a family with a long line of traditional jewelry store heritage, including the family-owned Lands Jewelers, which was a notable Raleigh landmark for over half a century.
“Christy taught me the business side of the jewelry industry and helped me develop compassion and how to truly care for clients in order to develop long-term business relationships by offering only the finest pieces and unprecedented customer interactions. She is a big reason I am successful today.”
Chris has been in corporate America for 25 years. He has had successful careers at Xerox for 20 years and currently employed at SAS. Chris is continuing his career with SAS handling major companies in the healthcare industry. Along with his corporate career, Chris continues to create and develop business relationships in the jewelry industry today.
Annually, he attends and works the Atlanta World Jewelry Show. This is one of the largest shows in the country and helps keep him up to date with the latest industry trends. This also provides access to rare natural stones of all kinds from partners that source stones from all over the world. “I have a passion for genuine heirloom-quality stones and unique settings. This passion for craftsmanship and the fine quality gemstones lends clients a unique experience and a one of a kind customized piece. Due to my love for the industry and my connections, I have access to the best sourced stones and talent in the world when it comes to gemstones.”
Why now?
Over the years of being immersed in the jewelry industry, Chris saw a need to eradicate the stigmatization that surrounds the industry. “There is no need to overpay for sub-par pieces with treated or unnatural stones when you can experience genuine stones and unprecedented quality. Each piece is custom designed to create an exceptionally stunning unique jewelry experience.”
Chris brings clarity to the shopping experience in addition to helping clients find a quality unique piece: “I have always loved the jewelry business but know that investing in an engagement or heirloom quality piece can be stressful, even after educating themselves, clients can typically still be confused and feel unsure of the process.”
The value that Peak City Jewelers offers clients is insurmountable. Chris explains: “There are very few stores that have ‘direct’ connections to special stones held back for them or made specifically for their showrooms. Shortcuts to quality pieces simply do not exist. However, at Peak City Jewelers, we provide clients with a valuable alternative to traditional brick and mortar jewelry stores by eliminating high sales overhead and costs as a result of our boutique and individual focus business model. We strive to consistently offer the best sourced stones and hand-picked materials created by the absolute best artisans in the world to help you create unforgettable memories that will be passed down for many lifetimes.”
We believe in supporting local talent.
A core value we hold true to at Peak City Jewelers is that we are committed to supporting locally owned businesses and local artists. We welcome you to join us in supporting these small but mighty Wake County, NC businesses by visiting their websites and/or following them on social media.
Thank you for your involvement in our local community!
Photography by Michelle Chopp Photography of Apex, NC.
Please visit her website and support her by following her on Facebook.
Jewelry boxes crafted by Rescued WOOD Rehab of Fuquay-Varina, NC.
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Web design, copy writing and SEO by Positive Influence Marketing of Raleigh, NC.
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