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Above, lots of ways to tell time, and right, Steve Levin of Pentimento.
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They know how to
make the jewelry business sparkle.
R.J. KING SPECIAL TO THE JEWISH NEWS
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30
wrap it up!
he Wachler and the Schubot fam-
ilies have been designing and sell-
ing jewelry for decades. They know
what it takes to keep their com-
panies strong.
Steve and Jan Levin are rela-
tively new in the business, but the
husband-and-wife team is learn-
ing quickly the secrets of success:
Quality. Consistency. Reputation.
"What has kept us up to date,
what has kept our clients coming
back, is our lineage," said Jeff
Wachler, president of David Wach-
ler & Sons Jewellers. Now in
downtown Birmingham, the corn-
pany was founded in Detroit in
1922.
"My father (David) came to De-
troit from Germany," Mr. Wachler
said. "He taught my brother, Nor-
man, and me about the business
and the two of us have taught our
sons.
"There's always been that mix
of young and old. It's what has
kept us fresh. We don't have to
wait for the latest designs to come
in from New York. We listen to
what our customers want, and we
design it for them."
In addition to Jeff and Norman,
the chairman of the board, the
Wachler family of jewelers in-
cludes Buzz, secretary/treasurer
and certified gemologist; Link, vice
president and recent award-win-
ning designer; and Gary, vice pres-
ident and design specialist. All five
share an equal stake in the busi-
ness.
"Sell quality
and compete
with no one,
or sell inferiority
and compete
with everyone."
Douglas Schubot, president of
Jules R. Schubot Jewellers in Troy,
which was founded in Detroit in
1917, also has a family story to tell
when it comes to attracting and
keeping customers:
"My father, Jules, who started
the company, said to me as a
young boy: 'Sell quality and com-
pete with no one, or sell inferiori-
ty and compete with everyone.
That's been our creed ever since."
Mr. Schubot's wife, Sydell,
serves as store manager. His
mother, Baraga, is treasurer. His
son, Brian, is vice president of
marketing.
"And we'll soon add our fourth
generation," Mr. Schubot said.
"Justin, my grandson, who is 27
months old, will be pictured in an
upcoming advertisement."
Steve and Jan Levin first
opened their store, Pentimento,
Inc., in Bangkok, one of the jewel-
ry capitals of the world. That was
in 1986. Two years later, they
moved to their current location in
downtown Royal Oak to be closer
to home.
"Our business has grown by
leaps and bounds," said Mr. Levin,
who has been married to Jan for
nine years. "I'd attribute that to
the strong auto industry and the
fact that people are comfortable
walking into our store. We recently
expanded our showroom from 300
to 1,200 square feet." ❑