Couple of things which I have learnt about jewelry stores/shopping as I have been researching on this.
1) Always insist on Hallmark Jewellery. Its a certification by the Bureau of Indian Standards(BIS) related to the gold industry( remember not the Diamonds just the gold). Any jeweller which carries this certification will also have a number associated with it like 958, 916, 875 etc which stand for 23carat, 22 carat, 21 carat respectively.
2) Its tough to find but if you can insist on some sort of 100% money back guarantee. This is a international style guarntee but tough to find in INdia. Indian retailing industry is plagued by this disease where they do not have any 100% return guarantee. Please remember that some stores advertise LIFETIME BUY BACK guarantee which is not the same as 100% buy back guarantee. ANy store will give you a Lifetime buy back since the moment you step out the store and come back to return your jewellery they will deduct 15-25% making charges which is huge. BUt on the other hand a 100% money back guarantee means that you will get all your money back in the advertised time.Theres one in Pitampura, New Delhi which offers such a guarntee called Kathana Jewellers.
3) Understand what you are being charged for 22K gold. Let me explain this in more detail. Lets say gold is Rs. 9000 per 10 gms. Some jewellers will charge you 9000-300=8700 per 10 gms for 22K gold which is quite arbitrary and wrong. Since the right calculation is 9000 X 22/24= 8250 . WHIch in words is 9000 multiplied by 22 whole divided by 24. The right price for calculating 22 K gold. Insist that you get this as your gold price. I was explained all this very transparently by Kathana Jewellers.
4) Making charges: Often the most advertised way by jewellers to get your foot in the door, but a very wrong parameter though. The jewellers using the wrong calculation to arrive at Rs.8700 as the price of gold will charge you very low making charges from around Rs. 60 to Rs 80. And innocent customers get lured by this. Whereas with the actual price of gold being Rs. 8250, those jewellers will charge you anywhere from Rs. 100 - Rs 130 as their making charges. IF you now do the calcuation you are paying almost the same price of gold per gram in either of the cases, but you got fooled by the low making charges gimmick.
Thanks for caring to read. I hope it helps.