Local Writer Stu Goldberg Confesses Surprise

I admit it. Before I started writing ads for John Darakjian Jewelers, there were
at least six important facts I didn't know about them. For instance:

1. Their Name

I thought it was something like "da-ROCK-ee-in" or
"da-ROCK-jee-in'." Actually, it's pronounced just like direction,
with a rock in the middle. Simple!

2. Their Location

I knew their Advance Building store. But have you seen their
jewel of a showroom in the Franklin Center, next to Norm's
Restaurant? It's right around the corner from 'Papper's. Now I
can compare styles and prices at two great jewelers in the
same block.

3. Their Heri

It was the name that threw me. (It sounded vaguely
Mideastern.) Actually, they're from a small town in
Armenia that's now part of Russia! The Armenians are
known for their integrity, their family values, and their
craftsmanship. The Darakjian family has been making
fine jewelry for three generations.

4. Their Elegant Watches

Do you know how many Detroit jewelers are authorized dealers of these five prestige luxury
names — Piaget, Comm, Jean Lasalle, Porsche Design and Concord? Only two.
John Darakjian is one. (The other's in li -oy.)

Instead of tying up my VISA limit, I can use John
Darakjian's own "instant financing' Approval
takes just a few minutes. You can delay the first
payment for three months, and take up to five
years to pay the balance. Besides, it automatically
includes payment protection, just in case.

6. Their
Low Prices

John Darakjian isn't just another retailer. He personally designs and makes 80% of everything his store
carries. (In fact, he distributes these one-of-a-kind pieces to 500 jewelers in twelve states.) No wonder his
prices are so low I'm buying direct from the maker! That's the Darakjian difference.

29100 Northwestern Hwy., in the Franklin Center next to Norm's.
Mon., 'Ries., Wed., Fri. 9:30-6:00; Thur. 9:30-8:00; Sat 9:30-5:00

356-7140