A private jeweler simply means that diamonds, gemstones, and metals are all hand-picked by the jeweler themselves versus having one option (or rather, one manufacturer) like retail jewelry stores. This allows for the customer to receive higher quality items and a much better value on their jewelry purchases. 

We like to think of ourselves as a boutique jeweler. The myth is that private jewelers are expensive when more often than not, they are actually able to provide you a better product and customize it to your liking.