Our Story

Trusted, Affordable and Reliable, since 1949.

Since 1949, Reliable Jewelry Company has been the trusted name in luxury in the Triangle area. Three generations of family have been providing the best in jewelry at the most affordable prices without sacrificing service or expertise.

With humble beginnings as the Dixie Loan Company at 209 S. Wilmington Street, Abe Horwitz created a business that has flourished for three generations. With son, Phillip, Abe began serving the downtown Raleigh community with quality merchandise at the most reasonable prices.

In 1976, the opportunity presented itself to purchase the Reliable Loan & Jewelry store at 307 S. Wilmington Street. Both businesses were consolidated, the selection of merchandise expanded, and soon Reliable Loan & Jewelry was the place to go in the Triangle for diamonds, estate jewelry, and all sorts of other items.

In 1999, Phillip’s son Alan, a GIA Graduate Gemologist, joined his father in growing their business.

Together, they have made Reliable the place to go for quality, value and the kind of customer service that makes you want to tell your friends. Whether you want something new, or a special estate piece, you can always count on the fact that we have been Trusted, Affordable and Reliable, since 1948.

Today we operate on simple philosophies. We strongly believe that it’s not about the box, but what’s inside. We want to provide the kind of service that turns first time customers into lifelong clients. Word of mouth is our best advertisement, and we aim to make each and every person that comes through our doors our greatest advocate. Let us show you how Reliable Jewelry combines quality, selection and service into an incredible experience.