Trends are inevitable. Whether it is from friends, or influencers on social media, the conversation about what’s next or what’s now is always happening and is difficult to avoid.
However, there are some things in life that are immune to trends and rise to another level: items that are timeless.
Pieces of jewelry exist on this plane. They have the obvious value that comes with the quality of stones or metals that are used to create them, but also carry sentimental value that comes with how the piece is acquired.
“There are timeless collections that are passed down from generation to generation,” Cory Schifter of Casale Jewelers in Red Bank said.
Purchasing jewelry can be an intimidating experience; on top of the volume of information about precious metals and the grading of stones, there is also the price point, which can climb quite high.
“The jewelry business is so much different from anything else. It’s not like buying a TV, where you’re trying to find the best price for the same TV,” Schifter said. “Jewelry, there is so much difference in the quality of materials. There’s a way to bring down pricing, but there is also a way to bring down quality.”
Compounding the sticker price is also the reputation that comes with the industry, where in some places haggling can make buyers uncomfortable. Schifter’s team at Casale doesn’t haggle and does its best to make customers feel confident about the investment they’re making by being upfront from the start.
“A lot of people are cagey about budget,” Schifter said while noting that it’s an important tool for a salesperson to have at his or her disposal to best serve a client. “A Rolex is something that has never gone out of style. Their brand just has that look. You know a Rolex when you see it. They do a great job,” he said. But if a buyer has a budget of $1,000 dollars, a Rolex is going to be out of reach. If the salesperson knows the budget ahead of time, he or she won’t present a Rolex to a customer, removing a potentially messy variable.
“I’m not a fan of doing things that way. It leaves people feeling very uncomfortable,” Schifter said. “We have to always be cognizant of the customer’s needs. If someone tells me they have a 5K budget, that’s where I try to be. It’s a trust factor of knowing where you want to be.”
On top of fostering a business relationship that centers on transparent pricing, Casale also offers clients a buying experience that ranges from custom (like engagement rings) to classics.
“Studs, solitaires, tennis bracelets, stuff like that never goes out of style and doesn’t age,” Schifter said of the diamond pieces. ”It’s a go-to when someone doesn't have an exact idea of what they want. You could wear it every day. Could dress it up or down.”
One popular arrangement that Schifter is seeing more and more of is what he called “stacking,” where a client will lean into the versatility of a diamond tennis bracelet and stack it on their wrist with casual pieces for a more playful look, or elevate it with more refined pieces.
So whether it’s gifting a bracelet or stud earrings, or finding a watch that works best for your budget and style, there is one piece of advice that is universal.
“Find somebody local who really does care about their clients and cares about the community,” Schifter said. “There are people out there who really care for you and want to build customer relationships that way.”
"The jewelry business is so much different from anything else."