**Important Pricing Update from Popular Jewelry (Est. 1988)**

Dear Valued Customers,

When my mom, A$AP Eva, first opened our doors in 1988, she built Popular Jewelry on two guiding promises: offer exceptional craftsmanship in precious metals and treat every visitor like family. Nearly four decades later, we remain true to her vision, proudly serving our community with fine pieces—especially gold—while navigating a market that is more volatile than ever.

This year’s surge in gold prices is the sharpest we have seen since our founding, and newly imposed tariffs have introduced even greater cost fluctuations. Unlike many competitors in the luxury jewelry space, we deliberately operate on very thin margins so we can keep high‑quality pieces affordable. That commitment—central to who we are—also means our business feels the impact of sudden price swings more acutely.

Although Popular Jewelry may appear large online, we are still the same small, family‑run shop that began in 1988. Our tight‑knit team juggles custom design requests, order fulfillment, customer service, and website maintenance, making real‑time price updates across **tens of thousands of individual items** an ongoing challenge.

**What this means for you**

* Prices on our website may temporarily lag behind actual market costs.  
* We reserve the right to adjust pricing at any moment, without prior notice.  
* For the most accurate, up‑to‑the‑minute quote on any item, please contact us before placing your order:  
  * **Email:** info@popular.jewelry  
  * **Phone:** (212) 941‑7942  

We sincerely apologize for any inconvenience and thank you for your patience and continued support. Rest assured, we are exploring every avenue to cushion the impact of tariffs and record‑high gold prices—passing along every possible saving to you.

Your trust means everything to us, and we remain committed to the quality, transparency, and family‑style service that A$AP Eva envisioned when she welcomed her first customers back in 1988.

Warm regards,

William  
Vice President, Popular Jewelry