Guida Jewelers was established in 1973 by owner William D. Guida. We are located in Denville, New Jersey, the hub of Morris County. We have been recognized as one of the finest jewelry establishments in the Northeast. For the past 35 years, Guida Jewelers have been priding ourselves on service, quality and craftsmanship.

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We have the most knowledgeable and experienced appraisers you can find anywhere. We can appraise all kinds of jewelry, diamonds, gemstones, sterling, flatware, watches, and much more. If you haven’t had your jewelry appraised in the past 5 years, we recommend you have it documented in detail today. Most appraisals are done for the purpose of obtaining insurance coverage in the case of loss, damage or theft. However, our appraisals can be used for many different situations such as; estate tax evaluation, value comparison, casualty loss, dissolution of marriage (divorce), collateral and barter purposes.

Jewelry Insurance

Jewelers Mutual Insurance is the only insurance company that specializes in protecting jewelers and the personal jewelry of the United States. Founded in 1913, Jewelers Mutual is licensed in all 50 states and insures personal jewelry of more than 100,000 people.

Insurance Replacement Assistance

Let us assist you in your time of need. We specialize in helping find replacement jewelry when you experience a loss. Our access to a diverse and deep selection of manufacturers enables us to find the exact piece you are looking to replace.

  • Identification of jewelry of equal kind, quality and value as the original
  • Large inventory selections in our showroom

Manufacturing/Custom Design

Do you have your own idea for jewelry? From design through production, Guida Jewelers can custom create jewelry in your individual style. We’ll help you put your ideas on paper, and our craftsmen can create the piece of your dreams in the metal of your choice.
  • Start to finish design and production of jewelry in your individual style
  • One-of-a-kind creations you will cherish for years to come
  • We can create anything – no piece is too difficult
  • We can use gemstones that you already have
  • We can turn that old, unworn piece of jewelry into something fresh and exciting


Let our engravers add that personal touch! We can engrave in script or block text, with text such as monograms or poems and even family crests. If you’d like personalized wedding rings, we can engrave on the inside or outside. Both machine and hand engraving are available.

  • Expert hand engraving
  • Precise machine engraving
  • Multiple symbols, languages, fonts included

Laser Inscribing

We can inscribe a name or other identification mark on any diamond, and most gemstones – even pearls! The laser inscription is only visible under magnification, but is a great way to identify your own gemstones.

Pearl/Bead Stringing

Did you know pearls should be restrung every few years? We can make your necklace or bracelet look like new – graduated or multi strands are no problem for our experts. Don’t neglect a pearl heirloom when it is so easy to get it restrung.

Jewelry Repair

Our repair staff is able to repair anything! We work in any metal, platinum, gold, silver, or a combination. Whether you need a new clasp on a bracelet, a ring sized, or a diamond set, we do it best.

  • Complimentary cleaning
  • Polishing of worn and damaged valuable gems
  • Ring sizing
  • Expert diamond setting
  • Full spectrum metal working
  • Antique refurbishing
  • Expert evaluation and repair

Watch Repair

We are able to fix every brand, regardless of age, and can fix most pocket watches too. If you need a new battery, band, or band adjustment, we can perform most of those duties while you wait. Watch repairs, battery and band replacements (leather, metal and rubber), mechanical watch repair and servicing, sizing watch bracelets.



Monday Closed
Tuesday 10:00AM – 6:00PM
Wednesday 10:00AM – 6:00PM
Thursday 10:00AM – 6:00PM
Friday 10:00AM – 6:00PM
Saturday 10:00AM – 3:00PM
Sunday Closed



Reach out to us with your questions or to receive specials and promotions.


William D. Guida is the proud owner and has been in the jewelry business his entire life. William was taught the trade by his uncle, William Kindsvogel, who was a master diamond setter. William, along with his son-in-law Albert William Gesek Jr., recreates that old world craftsmanship in every piece. They are both GIA Certified Diamond Specialist and members of the very exclusive Diamond Dealers Club which allows them to buy directly from the diamond source. William and Al’s experience and expertise allows them to assist you in making the right decision when it comes to choosing the perfect diamond for you.

Guida Jewelers has become renowned for their knowledge in diamonds and diamond setting. If you have a stone that needs to be set, you can confidently watch us set your stone in our workshop.

William, Susan (wife), Al and long time family friend, Judy Kelly make up the fine team at Guida Jewelers. The store is located in the hub of Morris County, Denville, NJ.