The Jensen family founded Jensen Jewelers in 1956, opening their first store in downtown Twin Falls, Idaho. Their oldest son, John, came to work for the company in 1972, and along with his wife, Anna Dee, purchased the company from his parents in 1986. Don remained a supportive advisor until his passing in 2004. In 2006 John and Anna Dee began their calling to charity work. Jensen Jewelers is still a privately owned company, growing from that first location in Twin Falls to fifteen stores across four states: Idaho, Montana, Nevada, and Wyoming.

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Most gem diamonds are traded on the wholesale market based on single values for four different qualities, knows as the four Cs: Cut, Color, Carat, and Clarity. For example, knowing that a diamond is rated as 1.5 carats (300 mg), VS2 clarity, F color, excellent cut round brilliant, is enough to reasonably establish an expected price range.

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