Tom Cook Jeweler Inc, Daytona Beach FL

Shameful behavior of the salesperson in the store. Rolex should revoke their license. This is no way to treat customers. Simply disgusting. But good for us to have saved a lot of money. The guy didn't understand his business. Stores like that shouldn't be surprised to go out of business. And rightly so.

I was recommended to TC by affluent friends & family (not that it should matter) who had purchased Rolexes and pricey pieces through the years from “old man Cook”. Unfortunately I dealt with Jim. Jim, you never know who is walking through your door. The 1 star reviews I read after my experience echo my own. I struggle to give my criticism constructively. Not all customers walk in carrying their Chanel bags. Some wear Swatches over their Cartier Tank because kids like them. Some have lived outside this town and you dont know us. I say this gently because Ive heard such great things about Sheryl but there is either a concerning lack of business acumen at TC or something is terribly off.

I own a vintage solid gold Omega watch. First tip to an astute salesperson that I could afford to shop there. It required repair and I love supporting local businesses, particularly female run businesses. I could have easily sent it to Westchester or NYC. Instead I walked into TC and Jim treated me like I was the dirt on his shoes giving me the “you cant afford to shop here” eye glance with a hint of snobbery. Instead, he should have noticed the watches original vintage case and taken interest. No, it wasn’t stolen. His vibe was so awful. He spoke to me like I didn’t understand what a watch estimate was and said it was going to be “very expensive”to fix. He had no interest in me as a potential upsell or forming a warm sales relationship. Im what most jewelers would consider their sales demographic-a 50 yo woman dressed appropriately to shop who loves jewelry and is cognitively intact. Lol. Gritting my teeth, I kindly took the higher road.

I returned to TC to pick up my watch and was greeted by salesman Justin. He was knowledgeable and friendly. He noticed my new engagement ring and we started talking. I thought- he is someone I would buy a diamond from. I asked to see wedding bands and it was truly a joyful experience. That ended when Jim came to sit down and offer his opinions. Again, his energy was unpleasant with unchecked ego. Same as when I dropped my watch. He didnt show interest until he heard my profession and saw $. I just wanted him to leave as he was ruining my experience. I would never buy anything from Jim. Justin remained professional throughout. I was later informed that Jim was mentoring Justin. Quite frankly, Justin should be mentoring Jim.
I would have given my credit card but wanted to bring my fiancé when Jim wasn’t there. To be clear I could purchase many of the high end items in TC without thinking twice. Do I have a fancy address in Daytona? No. Having multiple homes in other locations is my investment priority. Do I wear my most expensive jewelry when I go shopping? No. I prefer understated elegance. It doesn’t mean I dont own it. Getting to know your entire sales demographic is a learning point for Jim.
It got worse and this is why I decided to write this book chapter of a review. I called back to make a complaint and Jim answered the phone, but he was not forthright about who he was until I put him on the spot. He then tried to blame another colleague, Kevin, for his behavior. Sheryl verified it was Jims name on my initial watch receipt. I again requested to come in and make the purchase on Jims day off. Sheryl mentioned that Jim was there every day and that if he wasn’t she would have to close the shop. I do hope this is not the case.
The cost of Jim to your business from just my experience including engagement ring and wedding bands alone is a $45,000 sales loss. Thats not taking into account a grooms Rolex (and yes I understand how a Rolex purchase works), cuff links, bridesmaid jewelry, etc. He just operated at a $90,000 sales loss, conservatively. All because of his ego and misjudgment. I shared the details of this experience with those who recommended me to TC and I am disheartened to give this review. I guess I’m a nobody and you have to be a somebody to be treated decently by Jim. I was told Mr. Cook would have treated me better…but then again he might have recognized my watch. ;)

I wanted to thank everyone at Tom Cook Jeweler i brought in a Tudor watch which was given to me by my father in 1990. The watch has never kept time very well sometimes it ran fast or slow. I am writting this review months after i got my watch back. My watch has not had to be corrected (fast or slow) except for daylight savings since i got it back. Thank you again i'm a life long customer.

I stopped in the store in Early October to inquire about Rolexes and had the pleasure of working with Ms. Rosanne. She was very knowledgable and kind, allowing me to try on various exhibition pieces in the store. Eventually I settled on a model I wanted and she got me registered. Also recommend very nice restaurants and the chocolate store door that I visited. All in all it was a great experience and a worthwhile commute from Jacksonville where I do most of my business. I look forward to building a relationship in the future! Cheers

Took my girlfriend while looking for engagement rings (now fiancé). While there Ashley spent a considerable amount of time showing us many rings. We finally found one she liked and I was able to talk with Ashley over the phone and they got the diamond and ring set and sized within a day. Ashley was so great to work with very accommodating and overall just a real pleasure to work with. Thank you Ashley, and Tom cook for making this all possible! Will definitely send business their way and continue to do business with them in the future.

Horrible experience he’s looking at people over the shoulder, non welcoming at all, definitely not a Rolex experience, never going back.

Huge rip off. People should shop around. Read the negative reviews here and if you have anything to do with Rolex (buy sell trade service etc), take it to another dealer.

My first visit into Tom Cook Jewelry was a treat. I was specifically shopping for something from the Roberto Coin collection and was pleased to find a parking spot right out in front of the shop. Sheryl greeted me immediately and was wonderful, patient and knowledgeable as she accommodated my whims and guided me towards a decision on a beautiful necklace as a special gift to one of my daughters. Sheryl wrapped the gift in beautiful paper as an extra unexpected touch. This was my first visit and I am certain it will be the first of many. Thank you for a comfortable environment, a knowledgeable staff and excellent service.

Friendly jewelers with many beautiful things! Love my diamond palm tree necklace and have been wearing it every day.

Ashley, Sara and the entire team at Tom Cook have been providing me w/ excellent & friendly service for over 30 years. Ty

Welcoming and very professional. Jeweler made the
repairs to my diamond ring while I was there and found another diamond split and several loose diamonds in the setting.all while my daughter and I spent time admiring their jewelry in the cases.
Absolutely the best Customer service I have ever experienced.

First visit to Tom Cook Jeweler and the best thing to experience was the knowledgeable and friendly staff. They have beautiful and unusual jewelry. Will definitely visit again!

Very pleasant experience from choosing the right watch and follow up with my order status.very happy with my purchase.definitely will shop again

I have dells was Tom Cook jewelry in lost a 20 year, very honest, and very responsible for my my watches

Had a great experience at Tom Cook jewelry store. The staff was very sweet and made me feel welcome. I felt comfortable and loved the whole experience.

First time visiting Tom Cook Jewelers and we were in awe of all the beautiful pieces in their store. Walked away with a beautiful necklace and we will be shopping here for years to come. Everyone was so helpful and willing to help us find what we were looking for. Can’t wait for the next shopping event!

Went in for a ring to be repaired-left with another ring, and a pair of earrings. This place is dangerous… In a good way! I’ll be back soon- always make you feel welcome!

Staff was very pleasant & helpful. She helped me find a gift for my grand daughter. I always enjoy shopping at Tom Cook's!

Tom Cook Jeweler has been my jeweler for a few years now and have had a lovely experience each and every time. Whether it's for a new purchase, a jewelry repair or even a new jewelry creation I am always pleased with the service and the beautiful pieces I leave with. The care is always top notch. They are accommodating and invested in the best possible outcome. I truely feel they care deeply about quality customer service being objective number one! It's a very personal experience that is rare and exceptional. I highly recommend Tom Cook!