A wide selection
Designs for men and women across the cases — everyday gold through to full bridal sets.
Newark Avenue
About us
An independent jeweller on Newark Avenue in Jersey City — gold, bridal sets, men's rings, custom work and repairs.
3.8
35 Google reviews
Who we are
A jewellery shop on Newark Avenue, and a counter you come back to
Popular Jewel of London sits on Newark Avenue in Jersey City, selling gold and handling repairs and alterations in store. We're small, which is the point: the person who helps you choose is usually the person who'll be here the next time you come in, and our regulars tend to ask for them by name.
The reviews that mean the most to us are the ones from customers who've been coming for years — for the selection, for the price, and because we remembered what they picked last time. We don't get it right for everyone, and when we don't we'd rather hear it from you at the counter than read it later.
What to expect
How we like to do things
Ask for the number
Gold is priced against the day's rate. Ask how we reached a figure and we'll show you the working.
22kt gold
Gold you can ask questions about, with the karat confirmed in front of you.
Made to order
If it isn't in the case, it can often be made. We'll tell you the timescale before you commit.
Aftercare
Bring pieces back for cleaning, checking and resizing. We'd rather fix than upsell.
Regulars welcome
A lot of our customers have been coming for years, and ask for the same person each time.
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“Hemaben always serves us. Very polite, helpful and makes good suggestions. Remembers our choices even after years later.”Panna Patel · Google review
Follow along
@vanitajewelers
Say hello
Drop in when you're on Newark Avenue
816 Newark Ave, Jersey City, NJ 07306. Call (201) 918-5151 to check we're open before you travel.