[Chorlton]

I think if you watch and listen, Gems don't pretend that the 'start' price is the actual value of the item, it's just a figure to start from.
My wife and daughter have bought quite a lot from them and the prices are much cheaper (like for like) than the high street jewellers.
Some jewellers comment how good an article is until they know it's from Gems and then they go all quiet, and some won't even value a Gems item.
I'm not saying everthing is a bargain, but they are there to be had if you know what you want and what you're doing.