About Us

For over thirty years J COLLECTION have been the market leaders in discounting fine jewellery and branded watches in South Africa. We pride ourselves on having set a standard of customer care and personal relationships.

J COLLECTION, a division of the holding company, Cut Price Jewellers, was founded by Steven and Jaylene Ferrer.

The Ferrers’ love for jewellery allowed them to recognise a niche market and a once humble store grew into a thriving business. Offering jewellery and watches at unbeatable prices is what defines J COLLECTION as a well-known and respected luxury goods retailer.

The Ferrers immigrated to Atlanta in 2000, as they aspired to grow within the industry and establish jewellery businesses in the USA. After having lived in Atlanta for 9 years, they returned to South Africa with a dream to re-establish their once thriving business.

We now have a footprint of 5 stores across Gauteng. Stores formerly known as Forma Viva, Jewellery Collection and Jewellery Company  have now  been rebranded to  J COLLECTION, the original home of Luxury for Less.

J COLLECTION carries a large selection of the best quality fine jewellery including gold, diamonds, gemstones and silver and over 30 international watch brands. We also have exclusive rights in South Africa to the American jewellery brand, Beverley K. Through our excellent relationships with our supplier partners, we are able to negotiate the best prices, providing our customers with quality jewellery at unbeatable prices, guaranteed.


Hi Rene and Wesley,

This is to thank you for your superior service in the ordering of  the Frederique Constant watch for me.  You guys rock!!  Thank you for your patience; responsiveness and  cooperating with me throughout  selection of the watch, ordering to its specification, delivery of the watch and payment arrangement.

I also want to thank Cwayisa for her support and  working with me in terms of the watch being picked up whilst I was out of the country last week.

Thank you. Thank you  and all the best.

Happy customer and I will stay with you.