Black Friday has a reputation for chaos — packed malls, overflowing carts, and “doorbusters” that rarely feel worth the sprint. But here’s the secret most shoppers overlook: Black Friday is actually the smartest moment of the year to invest in estate jewelry, especially if you’re shopping with a trusted local expert like Olde Towne Jewelers, Santa Rosa’s original estate jewelry store.
If you’ve been eyeing a vintage diamond ring, a Victorian bracelet, or anything from our world-class collection of antique and estate jewelry, this is when timing and opportunity finally line up.
1. Black Friday Pricing You Rarely See Anywhere Else
Estate jewelry is different from new, mass-produced pieces — every item is one-of-a-kind. Once it’s gone, it’s gone forever. That’s why Black Friday discounts are especially powerful:
You’re saving on pieces that will never appear again.
With up to 30% off storewide, Black Friday becomes the perfect moment to secure a historic treasure, whether that’s a diamond engagement ring, a statement necklace, or a vintage brooch.
Explore jewelry categories:
2. The Selection Is at Its Peak
Olde Towne Jewelers builds inventory all year for the holiday season — and Black Friday is the first time the full collection is available to the public.
This means:
• Freshly acquired Victorian, Edwardian, and Art Deco pieces
• Newly restored antique watches
• More variety in diamonds, gemstones, metals, and eras
• Unique statement pieces you won’t see again
If you’ve been waiting for the right piece, this is the moment to look.
3. Perfect Timing for Holiday Engagements
From Thanksgiving through New Year’s, engagement season kicks into high gear.
Couples love proposing during the holidays — and that means rings move fast.
Shopping Black Friday means:
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You’re choosing from the best selection
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You’re saving more than any other time of year
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You get time for resizing or custom adjustments before the holiday proposal rush
If you need a fully custom ring, Olde Towne Jewelers’ CAD/CAM design services make it easy to build a one-of-a-kind piece.
4. Gift-Giving Made Meaningful
Let’s be honest — new jewelry can’t compete with the character and craftsmanship of estate pieces. Antique and estate jewelry carries history, artistry, and presence. It tells a story. And giving a gift with history feels thoughtful, intentional, and unforgettable.
Some of our most popular Black Friday gifting categories include:
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Vintage diamond pendants
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Art Deco cocktail rings
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Edwardian earrings
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Victorian lockets
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Fine gold bracelets and bangles
5. You’re Shopping Local — Not a Chain Store
Olde Towne Jewelers isn’t a big-box retailer pushing mass-manufactured jewelry. We’re a historic Santa Rosa business with two locations, decades of expertise, and the largest estate jewelry collection in Sonoma County.
When you shop Black Friday here, you’re supporting local mastery — including our master watchmaker, our estate buyers, and our restoration specialists.
Ready to Shop?
Black Friday at Olde Towne Jewelers isn’t just a sale — it’s your best opportunity of the year to claim a truly rare piece at an unbeatable value. Visit us in Historic Railroad Square or our St. Francis Shopping Center location to explore the finest estate jewelry Santa Rosa has to offer.