Siimpson's jewelry store has been around in Boro Park for as long as I can remember. It is a business that is run by father, son, and now grandson. I write this to emphasize that they are very trustworthy. Their prices are competitive and they have very nice jewelry. The only problem with them is that their sales staff is less than helpful once you have made a purchase. My husband has so far bought all my jewelry from them, but after an incident last time I was there (nothing major - but quite disappointing to me) I have asked him not to shop there for me anymore. Regardless, if someone needed to make a simple jewelry purchase I would recommend going there.