Scores reflect the Overall AI Score for each category
Based on recent customer reviews, American Swiss is described by customers as a jewellery retailer where purchases frequently unravel after the sale. Recurring themes include diamonds and cubics falling out of rings, gold and silver items changing colour, resizing and repair jobs that stretch for months, and refunds or warranty claims being refused. A small number of branches earn warm praise for individual consultants.
Top Strengths:
- •Customer Service & Support: A handful of consultants are named with genuine affection, including Nelly at Tzaneen, Amirah at N1 City and Minah at Cradlestone, and the Parow and The Glen branches are praised for patient, welcoming assistance.
TrustIndex
2.1
NPS Score
-77
Recommended: Unlikely
Nov '25 - Oct '26
Frequently Asked Questions About American Swiss
What do customers say about American Swiss?
Based on recent customer reviews, American Swiss is described by customers as a jewellery retailer where purchases frequently unravel after the sale. Recurring themes include diamonds and cubics falling out of rings, gold and silver items changing colour, resizing and repair jobs that stretch for months, and refunds or warranty claims being refused. A small number of branches earn warm praise for individual consultants.
What is American Swiss's biggest strength?
American Swiss's biggest strength, according to Hellopeter's AI analysis, is Customer Service & Support. A handful of consultants are named with genuine affection, including Nelly at Tzaneen, Amirah at N1 City and Minah at Cradlestone, and the Parow and The Glen branches are praised for patient, welcoming assistance.
What are the most common complaints about American Swiss?
The most common complaint about American Swiss, based on Hellopeter's AI analysis of recent customer reviews, is Delivery, Fulfilment & Logistics. Resizing and repair turnaround is the biggest fulfilment failure. Items sent to workshops vanish for months, promised collection dates pass silently, phones go unanswered, and one ring was sold off entirely.
Is American Swiss trustworthy?
American Swiss has a TrustIndex of 2.1 out of 10 on Hellopeter, based on 81 reviews in the last 12 months. They reply to 40% of negative reviews, typically within 40 hours 24 min. Hellopeter has tracked American Swiss across 1,648 total reviews. How is the TrustIndex calculated? →
Recent reviews (81)
Used this business recently? Share your experience to help others decide.
Used this business recently? Share your experience to help others decide.
Share Your Experience1 reviews | Active since May 2022
Poor service and failure to assist
I would like to bring under your attention that l have purchased a phone for my mother in 2024 and took out insurance on it. I've had the phone fixed numerous times without making use of insurance as they have previously delayed the process and my mother waited over 2 months for the phone to be fixed. I have placed a claim on the 1 October 2026 at American Swiss Promenade as my mother had lost her phone on the 26 September. The staff member informed me that the insurance company will contact within a week. I have spoken to the manager Rukshanah telephonically on the 9th October, only to be informed that the claim forms were misplaced. She seemed to have dropped the line on me and didn't return the call. I called back multiple times but they avoided my calls. When l eventually got through l was told that she is busy with a customer and will return my call which she never did. I called TFG monitor they informed me that my documents were not submitted and that I was supposed to receive a reference number. My mother went to the store in hope to have the matter resolved by getting the reference number. I contacted TFG Monitor again. The representative, Vezi Bomela informed me that in order to avoid further delay they need a second *** number of a sim I have not used nor recharged for the past 2 years. I have had the number blocked that l have used.I have also submitted an affidavit for that number. I explained that l no longer remember the second number. Telkom disconnects and recycle the numbers that's no longer in use. I was informed that there is nothing TFG monitor can do to further assist. I would like to know if you could kindly assist me in order to resolve the matter. THANK YOU
1 reviews | Active since May 2022
Poor service and failure to assist
I would like to bring under your attention that l have purchased a phone for my mother in 2024 and took out insurance on it. I've had the phone fixed numerous times without making use of insurance as they have previously delayed the process and my mother waited over 2 months for the phone to be fixed. I have placed a claim on the 1 October 2026 at American Swiss Promenade as my mother had lost her phone on the 26 September. The staff member informed me that the insurance company will contact within a week. I have spoken to the manager Rukshanah telephonically on the 9th October, only to be informed that the claim forms were misplaced. She seemed to have dropped the line on me and didn't return the call. I called back multiple times but they avoided my calls. When l eventually got through l was told that she is busy with a customer and will return my call which she never did. I called TFG monitor they informed me that my documents were not submitted and that I was supposed to receive a reference number. My mother went to the store in hope to have the matter resolved by getting the reference number. I contacted TFG Monitor again. The representative, Vezi Bomela informed me that in order to avoid further delay they need a second *** number of a sim I have not used nor recharged for the past 2 years. I have had the number blocked that l have used.I have also submitted an affidavit for that number. I explained that l no longer remember the second number. Telkom disconnects and recycle the numbers that's no longer in use. I was informed that there is nothing TFG monitor can do to further assist. I would like to know if you could kindly assist me in order to resolve the matter. THANK YOU
1 reviews | Active since Jul 2026
Terrible experience
I bought a ring from American Swiss within 10 days 3 small diamonds came out . They say they can only replace but the question is replacing until when because it's a proof that even the other ones will come out . I'm not happy with America Swiss , my first experience with them it's just a bad experience
1 reviews | Active since Jul 2026
Terrible experience
I bought a ring from American Swiss within 10 days 3 small diamonds came out . They say they can only replace but the question is replacing until when because it's a proof that even the other ones will come out . I'm not happy with America Swiss , my first experience with them it's just a bad experience
1 reviews | Active since Jan 2024
Pathetic customer service
Pathetic customer service from American swiss & sterns in N1 city, I was told that they are unable to do returns in store, when their policy says otherwise. Wasting peoples time, energy and petrol is seemingly better than doing your actual job that you get paid for.
1 reviews | Active since Jan 2024
Pathetic customer service
Pathetic customer service from American swiss & sterns in N1 city, I was told that they are unable to do returns in store, when their policy says otherwise. Wasting peoples time, energy and petrol is seemingly better than doing your actual job that you get paid for.
1 reviews | Active since Nov 2023
Shocking service, lies and disgraceful treatment at American Swiss Southgate and The Glen
I am absolutely disgusted by the incompetence, dishonesty, and terrible customer service I experienced at American Swiss. I went to the Southgate Mall branch to return an unworn, brand-new 9ct gold chain within my legal 30-day window for a cash refund of R4400. The manager at Southgate refused to do the refund, claiming they did not have enough physical cash in the register. She then told me to drive all the way to American Swiss at The Glen Shopping Mall because they are a busier store and would definitely have the cash. To protect my time, I explicitly asked her to call ahead first. She called The Glen right in front of me and assured me that they confirmed they had the cash waiting for me. I wasted my time and expensive petrol driving all the way to The Glen, only to arrive and have their staff tell me that they ALSO did not have the cash! The manager at The Glen store then had the nerve to tell me that my only choice was to leave my *** and wait for them to accumulate enough daily cash from other customers before calling me back to the mall. She outright refused to do a digital refund at first. They even had the audacity to ask me to come back another day or sit and wait until the close of the day to see if they could gather enough cash! I completely lost my temper and told her that their lack of cash management is not my problem, and demanded that she go to her back office and call her head office immediately to find a solution. Only after I aggressively stood my ground, refused to let them push me around, and forced her to call her superiors did she finally back down. She disappeared into the back office and came out a few minutes later to finally process the digital EFT reversal to my card, claiming it will now take up to 7 days to clear. Treating a standard digital refund like a massive inconvenience and trying to make a customer wait around or drive back and forth because a multi-million rand corporate store cannot manage its cash floats is a complete disgrace. Because the Southgate manager explicitly **** to me about verifying the cash, I wasted my own time, effort, and fuel running between shopping malls on a wild goose chase. I am demanding that TFG head office not only fast-track my R4400 refund immediately but also financially compensate me with a TFG gift voucher to cover the loss of my fuel and time caused directly by their managers' gross incompetence.
1 reviews | Active since Nov 2023
Shocking service, lies and disgraceful treatment at American Swiss Southgate and The Glen
I am absolutely disgusted by the incompetence, dishonesty, and terrible customer service I experienced at American Swiss. I went to the Southgate Mall branch to return an unworn, brand-new 9ct gold chain within my legal 30-day window for a cash refund of R4400. The manager at Southgate refused to do the refund, claiming they did not have enough physical cash in the register. She then told me to drive all the way to American Swiss at The Glen Shopping Mall because they are a busier store and would definitely have the cash. To protect my time, I explicitly asked her to call ahead first. She called The Glen right in front of me and assured me that they confirmed they had the cash waiting for me. I wasted my time and expensive petrol driving all the way to The Glen, only to arrive and have their staff tell me that they ALSO did not have the cash! The manager at The Glen store then had the nerve to tell me that my only choice was to leave my *** and wait for them to accumulate enough daily cash from other customers before calling me back to the mall. She outright refused to do a digital refund at first. They even had the audacity to ask me to come back another day or sit and wait until the close of the day to see if they could gather enough cash! I completely lost my temper and told her that their lack of cash management is not my problem, and demanded that she go to her back office and call her head office immediately to find a solution. Only after I aggressively stood my ground, refused to let them push me around, and forced her to call her superiors did she finally back down. She disappeared into the back office and came out a few minutes later to finally process the digital EFT reversal to my card, claiming it will now take up to 7 days to clear. Treating a standard digital refund like a massive inconvenience and trying to make a customer wait around or drive back and forth because a multi-million rand corporate store cannot manage its cash floats is a complete disgrace. Because the Southgate manager explicitly **** to me about verifying the cash, I wasted my own time, effort, and fuel running between shopping malls on a wild goose chase. I am demanding that TFG head office not only fast-track my R4400 refund immediately but also financially compensate me with a TFG gift voucher to cover the loss of my fuel and time caused directly by their managers' gross incompetence.
1 reviews | Active since May 2021
Terrible customer service experience Promenade store Nelspruit Sunday afternoon before closing trading hours as displayed by the store, I wasn't
Dear AmericanSwiss Management, I am writing to provide my findings and follow up on my previous complaint regarding my experience at the AmericanSwiss Promenade store. Following my complaint, I received a call from Zanele, the staff member directly implicated in the incident. She apologised for what happened. I acknowledged her apology, but I explained that I still felt undermined by the way I had been treated. My expectation was that, given the seriousness of my complaint, the matter would be handled directly by the Store Manager or Regional Manager, rather than by the staff member involved in the incident. Zanele advised me that the Store Manager, Pearl, was not at work that day. The following day, Pearl, the Store Manager, contacted me and also apologised for the experience. She advised me that she would escalate the matter to her superior, the Regional Manager, and come back to me. I appreciated Pearl taking the time to call me. However, I must be honest that I remain extremely disappointed and still feel undermined by both the original experience and the way my complaint has subsequently been handled. What concerns me is that I have now received apologies and commitments to follow up, but I have not received the level of management engagement I expected from a serious customer complaint. It has left me questioning whether these follow-ups are intended to genuinely resolve my concern or simply to close the complaint and move on. For me, this is no longer only about what happened at the store on the day. It is also about how AmericanSwiss responds when a customer raises a legitimate concern. I was a customer who entered the store during trading hours intending to purchase a product. I did not expect special treatment. I expected basic respect, professionalism and to feel welcomed. Unfortunately, the entire experience has left me feeling that my business was not valued. I therefore want to be clear that, based on this experience, I will no longer be returning to the AmericanSwiss Promenade store to shop. This is not a decision I make lightly, as I have previously supported AmericanSwiss and purchased gifts for family and loved ones from the brand. I would nevertheless like to thank AmericanSwiss for the experience, because it has shown me exactly how I do not expect to be treated as a customer. I hope management will use my complaint as an opportunity to review the customer-service standards at the Promenade store and, more importantly, how customer complaints are escalated and handled. Thank you for your responses and apologies. Unfortunately, at this stage, they have not changed how the experience has made me feel. Kind regards, Yamkela
1 reviews | Active since May 2021
Terrible customer service experience Promenade store Nelspruit Sunday afternoon before closing trading hours as displayed by the store, I wasn't
Dear AmericanSwiss Management, I am writing to provide my findings and follow up on my previous complaint regarding my experience at the AmericanSwiss Promenade store. Following my complaint, I received a call from Zanele, the staff member directly implicated in the incident. She apologised for what happened. I acknowledged her apology, but I explained that I still felt undermined by the way I had been treated. My expectation was that, given the seriousness of my complaint, the matter would be handled directly by the Store Manager or Regional Manager, rather than by the staff member involved in the incident. Zanele advised me that the Store Manager, Pearl, was not at work that day. The following day, Pearl, the Store Manager, contacted me and also apologised for the experience. She advised me that she would escalate the matter to her superior, the Regional Manager, and come back to me. I appreciated Pearl taking the time to call me. However, I must be honest that I remain extremely disappointed and still feel undermined by both the original experience and the way my complaint has subsequently been handled. What concerns me is that I have now received apologies and commitments to follow up, but I have not received the level of management engagement I expected from a serious customer complaint. It has left me questioning whether these follow-ups are intended to genuinely resolve my concern or simply to close the complaint and move on. For me, this is no longer only about what happened at the store on the day. It is also about how AmericanSwiss responds when a customer raises a legitimate concern. I was a customer who entered the store during trading hours intending to purchase a product. I did not expect special treatment. I expected basic respect, professionalism and to feel welcomed. Unfortunately, the entire experience has left me feeling that my business was not valued. I therefore want to be clear that, based on this experience, I will no longer be returning to the AmericanSwiss Promenade store to shop. This is not a decision I make lightly, as I have previously supported AmericanSwiss and purchased gifts for family and loved ones from the brand. I would nevertheless like to thank AmericanSwiss for the experience, because it has shown me exactly how I do not expect to be treated as a customer. I hope management will use my complaint as an opportunity to review the customer-service standards at the Promenade store and, more importantly, how customer complaints are escalated and handled. Thank you for your responses and apologies. Unfortunately, at this stage, they have not changed how the experience has made me feel. Kind regards, Yamkela
1 reviews | Active since May 2021
I will never visit the store again never
Dear AmericanSwiss Customer Service / Management Team, I am writing to formally complain about the extremely disappointing customer experience I received at your AmericanSwiss Promenade store. I have been shopping at AmericanSwiss for many years, including when I am in Johannesburg, and I have never experienced the kind of treatment I received on this occasion. I left the store feeling extremely disappointed and disrespected as a customer. On the day of the incident, I arrived at the store at approximately 12:56, and the entrance door was open. I therefore walked into the store believing that the store was still open and that I would be able to shop. I approached a lady who was not wearing a name badge and asked for her name. She identified herself as Zanele. I was told that the store was already closed. I was confused because the door was open and it was still only 12:56. I asked what time the store closes, and Zanele advised me that the closing time was 13:00. I pointed out that it was still 12:56 and politely asked if I could please be assisted, as I wanted to purchase a watch. I was then informed that they had already cashed up for the day and would not be able to assist me. While Zanele was initially willing to assist me, another lady came from the office and went directly to close the store door. She then complained that I was “messing” their floor because they had already mopped it and that my footsteps were making the floor dirty. I apologised and even asked whether I should clean the marks I had made, as I genuinely felt uncomfortable at that point. I was told that it was fine, but I was also told that I should “think for them.” This interaction left me extremely uncomfortable. I had entered the store because the door was open, within the advertised trading time, with the genuine intention of spending money and purchasing a watch. Instead of feeling welcomed as a customer, I felt as though my presence was an inconvenience. What concerns me most is that this is a retail environment where customer experience should be at the centre of the business. Customers should not feel that they are being chased away, particularly during such challenging economic times when every customer and every sale matters. I subsequently drove to the AmericanSwiss store at Riverside Mall. However, after what had happened at Promenade, I felt uncomfortable entering another AmericanSwiss store. I instead went to Sterns, where I was welcomed and assisted professionally. This experience has unfortunately changed my perception of AmericanSwiss. I have previously purchased gifts from your stores for birthdays and loved ones, and I have always viewed the brand positively. However, after this experience, I no longer feel comfortable shopping at AmericanSwiss. I would therefore like management to investigate this incident, particularly: * Why was the store door open at 12:56 if customers were no longer being allowed to shop? * Why was I refused assistance before the official 13:00 closing time? * Why had the store already cashed up while the store was still within trading hours? * Why was a customer made to feel like an inconvenience because they walked into a store with an open door? * Why was the condition of the freshly mopped floor prioritised over assisting a customer who was there to make a purchase? * Why was the staff member not wearing a name badge? I am not raising this complaint because I expected special treatment. I simply expected to be treated like a customer. I would appreciate a formal response explaining how this matter will be addressed and what steps will be taken to prevent another customer from experiencing the same treatment. I also want to make it clear that I am considering sharing my experience on social media because I believe customers should be able to share their experiences, particularly when the experience is this disappointing. However, before doing so, I would like to give AmericanSwiss management an opportunity to investigate the matter and respond. I hope this complaint will be taken seriously. A customer who walks into your store at 12:56 intending to purchase a product should leave feeling valued — not embarrassed, unwelcome and disappointed. Why do the companies employ wrong people to deliver and expect good service and be profitable it is impossible if you not pushing sales the store need to deep investigate store missed sales opportunities CX is the evidence I’m sending as retail please have correct people that are willing to deliver what is expected from them and take the business further not Nelspruit Promenade staff. I look forward to receiving your response. Kind regards, Yamkela Nonca ***
1 reviews | Active since May 2021
I will never visit the store again never
Dear AmericanSwiss Customer Service / Management Team, I am writing to formally complain about the extremely disappointing customer experience I received at your AmericanSwiss Promenade store. I have been shopping at AmericanSwiss for many years, including when I am in Johannesburg, and I have never experienced the kind of treatment I received on this occasion. I left the store feeling extremely disappointed and disrespected as a customer. On the day of the incident, I arrived at the store at approximately 12:56, and the entrance door was open. I therefore walked into the store believing that the store was still open and that I would be able to shop. I approached a lady who was not wearing a name badge and asked for her name. She identified herself as Zanele. I was told that the store was already closed. I was confused because the door was open and it was still only 12:56. I asked what time the store closes, and Zanele advised me that the closing time was 13:00. I pointed out that it was still 12:56 and politely asked if I could please be assisted, as I wanted to purchase a watch. I was then informed that they had already cashed up for the day and would not be able to assist me. While Zanele was initially willing to assist me, another lady came from the office and went directly to close the store door. She then complained that I was “messing” their floor because they had already mopped it and that my footsteps were making the floor dirty. I apologised and even asked whether I should clean the marks I had made, as I genuinely felt uncomfortable at that point. I was told that it was fine, but I was also told that I should “think for them.” This interaction left me extremely uncomfortable. I had entered the store because the door was open, within the advertised trading time, with the genuine intention of spending money and purchasing a watch. Instead of feeling welcomed as a customer, I felt as though my presence was an inconvenience. What concerns me most is that this is a retail environment where customer experience should be at the centre of the business. Customers should not feel that they are being chased away, particularly during such challenging economic times when every customer and every sale matters. I subsequently drove to the AmericanSwiss store at Riverside Mall. However, after what had happened at Promenade, I felt uncomfortable entering another AmericanSwiss store. I instead went to Sterns, where I was welcomed and assisted professionally. This experience has unfortunately changed my perception of AmericanSwiss. I have previously purchased gifts from your stores for birthdays and loved ones, and I have always viewed the brand positively. However, after this experience, I no longer feel comfortable shopping at AmericanSwiss. I would therefore like management to investigate this incident, particularly: * Why was the store door open at 12:56 if customers were no longer being allowed to shop? * Why was I refused assistance before the official 13:00 closing time? * Why had the store already cashed up while the store was still within trading hours? * Why was a customer made to feel like an inconvenience because they walked into a store with an open door? * Why was the condition of the freshly mopped floor prioritised over assisting a customer who was there to make a purchase? * Why was the staff member not wearing a name badge? I am not raising this complaint because I expected special treatment. I simply expected to be treated like a customer. I would appreciate a formal response explaining how this matter will be addressed and what steps will be taken to prevent another customer from experiencing the same treatment. I also want to make it clear that I am considering sharing my experience on social media because I believe customers should be able to share their experiences, particularly when the experience is this disappointing. However, before doing so, I would like to give AmericanSwiss management an opportunity to investigate the matter and respond. I hope this complaint will be taken seriously. A customer who walks into your store at 12:56 intending to purchase a product should leave feeling valued — not embarrassed, unwelcome and disappointed. Why do the companies employ wrong people to deliver and expect good service and be profitable it is impossible if you not pushing sales the store need to deep investigate store missed sales opportunities CX is the evidence I’m sending as retail please have correct people that are willing to deliver what is expected from them and take the business further not Nelspruit Promenade staff. I look forward to receiving your response. Kind regards, Yamkela Nonca ***
1 reviews | Active since May 2024
Complaint
A very horrible experience at American Swiss Maponya branch in Soweto, due to the attitude of a staff member at the shop, I was so ****ed, even when I let her know that I din’t like the way she treated me, she just looked at me like I'm crazy
1 reviews | Active since May 2024
Complaint
A very horrible experience at American Swiss Maponya branch in Soweto, due to the attitude of a staff member at the shop, I was so ****ed, even when I let her know that I din’t like the way she treated me, she just looked at me like I'm crazy
1 reviews | Active since Dec 2016
Disappointed with American swiss
Got a big ring after laybye. Utterly disappointed. My wife married in a big wiggly ring
1 reviews | Active since Dec 2016
Disappointed with American swiss
Got a big ring after laybye. Utterly disappointed. My wife married in a big wiggly ring