In the past, consumers cared only about purity of gold, not the brand image of a store. However, consumers have started to pay attention to brand image since the introduction of foreign brands in the jewelry market. Local jewelry businesses have to create their own brands, improve service quality and customer satisfaction, to secure a position in the jewelry market. There has been a few domestic or international research about jewelry business brand image, service quality and customer satisfaction. The purpose of this research is to study relationships among brand images, service quality of a Taiwan jewelry store named Q. The research has discovered that there are positive correlation among brand image, service quality and customer satisfaction. Both brand image and service quality have significant influence on customer satisfaction, and brand image has significant influence on service quality.