Family Jewels

By:style='mso-tab-count:2'> Helena Finnegan

style='mso-bidi-font-size:10.0pt'>The jewelry business -- filled with

glittering precious stones, fabulous settings, high-end wrist watches,

exquisite jewelry designs and motivated buyers -- is no doubt glamorous and

exciting. So what happens when you take the glamour and excitement of the

jewelry business and make it a family business? Success, according to the example

set by Yamron Jewelers of Naples and Congress Jewelers of Sanibel.

style='mso-bidi-font-size:10.0pt'>"It is a magnificent business to be

in," concedes Bruce Yamron, president of Yamron Jewelers. "We work

with the most magnificent objects retail-wise in the world."

style='mso-bidi-font-size:10.0pt'>Scot Congress, president of Congress

Jewelers concurs. "There is a lot of excitement in this industry because

people are purchasing what they want for a happy occasion so it really is a

happy business."

style='mso-bidi-font-size:10.0pt'>But the jewelry business isn’t all glamour

and excitement. With precious stones there comes a need for the precise science

and knowledge of gemology, unparalleled ethics, outstanding customer service

and a vision for the company's future that puts a jeweler ahead of the

competition -- particularly as a family business.

style='mso-bidi-font-size:10.0pt'>Both the Yamron and Congress family jewelers

are opening new stores to cater not only to their clients but also to their

particular specialty in the jewelry profession. And, as they grow, each

acknowledges that the challenges of providing the highest quality merchandise,

set to a client's specifications, with the best service, remains the top

priority.

text-autospace:none'>From Dust to

Diamonds

style='mso-bidi-font-size:10.0pt'>Back in the 1930s, Nat Yamron opened a

succession of jewelry stores in Atlantic City. He had previous success with

jewelry stores in Philadelphia, New York, Baltimore and Washington, D.C. Some

30 years later he was selected to design and create the Miss America crown

first worn by Lee Merriwether.

style='mso-bidi-font-size:10.0pt'>Yamron Jewelers thrived with its reputation

for top-quality precious stones and innovative designs for more than two

decades. Then, in 1969, Nat's son, Harold, and son-in-law, Nat Baker, began

researching a possible site in Florida for the family business. "My father

recognized that the economy and clientele had to support such a business and realized

that a growing area like Naples was the key to continuing Yamron

Jewelers," explains Bruce Yamron, the grandson of Nat and son of Harold.

style='mso-bidi-font-size:10.0pt'>The Naples store opened in 1972 with Harold

and his wife Joyce serving area clients and catering to the burgeoning tourist

population infiltrating Southwest Florida. In 1976, the store settled into its

present location at Third Street South and 13th Avenue in Old Naples. Then in

1982, Bruce followed the footsteps of his father and grandfather and joined the

jewelry industry. He became president of Yamron Jewelers in 1987.

style='mso-bidi-font-size:10.0pt'>Yamron's excellent reputation for knowledge

of the industry, buying power, fabulous gems and quality customer service,

earned invitations to open stores at the Waterside Shops and Ritz Carlton in

1992 and 1997 respectively.

style='mso-bidi-font-size:10.0pt'>"What a family-owned jewelry store like

Yamron's offers is a family torch and dedication to the trade versus a mass

retailer like Cartier or Tiffany," says Yamron. He notes that while the

product-quality of Cartier and Tiffany is exceptional, a family business offers

more personalized service. "We can have a piece from one of our three

stores to another for customer viewing within 30 minutes," he says.

"With the professional staff Yamron's takes pride in, we consider them an

extension of our family, as many have been with us for several years."

style='mso-bidi-font-size:10.0pt'>This month, Yamron Jewelers will open a new

location and give a unique direction to the family business. Having listened to

repeated customer requests and recognizing the sophistication of today's

buyers, Yamron's will open an exclusive diamond salon catering to the

five-carat plus clientele who are seeking not only "white" diamonds

but especially those of color.

style='mso-bidi-font-size:10.0pt'>It is here that a knowledge of the four Cs

is needed. The four Cs are standards set for precious stones -- sapphires,

rubies, emeralds and diamonds -- by the Gemology Institute of America. When

looking at weight, a stone's inclusions, color factors and cut (emerald,

princess, marquis, tear drop or round) have to be closely followed.

style='mso-bidi-font-size:10.0pt'>"A trained gemologist will know based on

those factors, how much per carat to charge a customer and that's where the

reputation and professionalism of a jeweler are essential," explains

Yamron.

style='mso-bidi-font-size:10.0pt'>The Congress Jewelers family confirms

Yamron’s statement. "In this business, there are a lot of ethics which

make this one of the most professional retail businesses in the world,"

says Scot Congress.

style='mso-bidi-font-size:10.0pt'>Yamron's Third Street store has been

renovated to accommodate clients who are looking for some of the most rare and

unique diamonds available in the world. The Yamron diamond salon at Third

Street will specialize in the selection of diamonds that have breathtaking

hues, intense color and cuts and carat sizes that are equally impressive. The

most unique are the yellow, champagne, pink, blue and green diamonds. Because

it takes tons of gravel to create just one carat for a white diamond -- which

is mainly composed of carbon -- the colored diamond is even more rare and

valuable as there must be an additional element combined with the carbon to

give a diamond color.

style='mso-bidi-font-size:10.0pt'>The diamond salon will give special attention

to the diamonds, but also to the customer. "This store will be more

specialized with more attention devoted to our customers," says Yamron.

text-autospace:none'>Jewels from the

Sea

style='mso-bidi-font-size:10.0pt'>Congress Jewelers has long been synonymous

with a reputation for high quality items and designs as well as outstanding

customer service, but it is their exclusive designs inspired by Sanibel sea

life and a vast array of exclusive watches that have set them apart from other

family jewelry businesses. Now, the family-owned and operated business will

make the leap from Sanibel Island to Bonita Springs. The custom-built Bonita

Springs store is geared to match the area clientele and bridge the gap between

Naples and Ft. Myers customers.

style='mso-bidi-font-size:10.0pt'>Spanning three generations and a 44-year

history, Congress Jewelers epitomizes what a family-owned and operated business

is all about. It was in 1955 in Elkhart, Indiana when Larry Congress purchased

a jewelry store and soon married his wife Dee (whose father also owned a

jewelry store) that the family-business began.

style='mso-bidi-font-size:10.0pt'>Some 30 years later, in 1985, Larry Congress

set up a small operation in the corner of a Sanibel store and began selling his

wares. His unique line of items, especially the Sanibel line, inspired by sea

life -- starfish, dolphins and sandals -- became a favorite among residents and

tourists alike. The popularity of the line elevated Congress Jewelers to a new

level. The Sanibel Sandals became so popular that the design was eventually

trademarked.

style='mso-bidi-font-size:10.0pt'>Congress Jewelers has grown into their own

facility where the level of professionalism and customer service is renowned.

Over the last 15 years Congress has continued to grow by adding to the

exclusive lines, developing a catalog and Web site, forming an on-island

production house and hiring trained gemologists and designers. "We have a

state-of-the-art manufacturing facility so that we can do our own casting, wax

carving and diamond settings," explains Scot. "We also have two

watchmakers on staff (both of whom are Rolex certified) which is pretty unusual

in Southwest Florida."

style='mso-bidi-font-size:10.0pt'>Today, Larry's three sons and two

daughters-in-law operate the business and oversee the total operation.

style='mso-bidi-font-size:10.0pt'>"Each member of the family brings a

passion to their job and they work well together," says David Drotleff,

advertising director for Congress Jewelers.

style='mso-bidi-font-size:10.0pt'>Larry and his wife Dee keep a hand on the

business, but Scot, their eldest son, serves as president, directing the image

and operation of the company. Scot’s wife Melissa is the director of

merchandising. She selects the store inventory while assisting sales staff on

special orders. Doug Congress is the chief financial officer and his wife

Melanie, a CPA, provides the financial projections and analysis. The youngest

of the Congress brothers, Brad, also lends his experience and expertise to the

family business as a gemologist. He purchases stones and designs jewelry.

style='mso-bidi-font-size:10.0pt'>"As a family business, we have grown

over the years so that everyone is now in different buildings, doing different

jobs," says Scott. "But we all know without saying it that we have

the same goals for this company -- the highest ethics, customer service, a

supply of the nicest merchandise and a continuously well-trained staff."

style='mso-bidi-font-size:10.0pt'>Congress Jewelers is not just about gems or

the Sanibel line. The store carries a variety of items, such as watches from

Rolex, Cartier and Baume and Mercier, Mikimoto pearls, and the Quadrillion

Diamond, all sold by highly-trained sales professionals. It is not just the

merchandise, but also the customer service and satisfaction that are essential

to the Congress family. So, the family makes sure it knows what the customers

want.

style='mso-bidi-font-size:10.0pt'>"Scot really is a visionary who looks

at what's in style," says Drotleff. "The one thing Congress strives

to do is upgrade and add to their lines."

style='mso-bidi-font-size:10.0pt'>In true family business-style, Congress

Jewelers added a carefully planned and customized store to their

Sanibel counterpart. Located in Bonita Springs across from Bonita Bay, the

10,000 square-foot facility, that opened September 22, caters to the luxury lifestyle of area

clientele. The two-story building features several amenities, conveniences and

high-end product lines. "We looked at Bonita Springs and saw a hot,

growing market that is centralized between two counties and a piece of property

right across from Bonita Bay," explains Drotleff.

style='mso-bidi-font-size:10.0pt'>The second Congress Jewelers features a

relaxation lounge and entertainment center for customers and private selling