Go against the grain.
Cut down on salt.
TRAPEZE page 39
financial backing, which meant
convincing major manufacturers
and exporters that his new dia-
mond would fly.
In 1990, Mr. Baker showed his
diamond to Israel's 10 major di-
amond dealers.
`They told me I was dreaming,
that no one could introduce a new
diamond into the market," he re-
calls. "They all kicked me out."
So Mr. Baker set out to launch
his product alone, relying on his
buyer-end selling technique.
Back in the United States, he
showed the diamond to his best
customers, and asked them to
name it. They chose the name
trapeze.
He set up Trapeze Inc., hired
a patent lawyer and registered
the design and name under sep-
arate U.S. patent numbers,
which he then registered world-
wide.
Soon, he says, he grew impa-
tient with what he considered the
"old-fashioned" rings his cus-
tomers were creating with his
new diamond.
By January 1994, he'd located
a Long Island jewelry manufac-
turer, who was given exclusive
rights to develop a new line of
rings utilizing only his trapeze
diamond.
Over the last year, Baker's
trapeze diamond rings have been
sold by major American retailers
including Zales, Macy's and Ster-
ling.
Declining to release exact fig-
ures, he says they've sold "very
well," with "several thousand"
rings produced since the line was
developed.
In February, Joya Plus in Tel
Aviv's Kikar HaMedina signed
on to carry his rings in Israel.
This month, he showed the
rings at an international jewelry
show in Bangkok, following on
the heels of what he calls a "very
successful exhibit" at the Javitz
International Jewelry Show in
New York this past January.
In 1995, Mr. Baker hopes to
reach sales figures of $5-10 mil-
lion.
Industry bigwigs have started
to take notice of Mr. Baker's suc-
cess with the trapeze diamond.
"Aaron," a manager with one
of the top firms at the Tel Aviv
Diamond Exchange, who spoke
on condition of anonymity, was
an assistant at one of the major
diamond manufacturing and ex-
porting firms Mr. Baker ap-
proached with his new diamond
five years ago.
"I thought he was just anoth-
er nobody barking up the wrong
tree," Aaron says. "I had no idea
he'd get this far."
Aaron says it is difficult to in-
troduce a new diamond to the
market. The last newcomer —
the popular "princess" diamond
— appeared more than 15 years
ago.
Today, Aaron says, there's a
TRAPEZE page 46
When You Bring
Your Feet To Sherman's,
We'll Lend A Hand
To Miracle Mission II.
Adding salt to your food
could subtract years from
your life. Because in some
people salt contributes to
high blood pressure,a con-
dition that increases your
risk of heart disease.
When you buy a pair of men's or women's shoes
at Sherman's during March or April and mention
this ad, we'll donate 10% of the proceeds to
the Allied Jewish Campaign.
7100 PROWALKER -
WOMEN'S
95
IV American Heart Association
REG.S72
MEN'S
$LA 95
REG.S80
Rockport
Sherman Shoes
\ks
The store that fits you. The shoes that move you.
Birmingham 810/646-8431 • Eastland 313/839-0877 • Laurel Park Place 313/591-7800 • Southland 313/287-4120
Somerset 810/643-6443 • Twelve Oaks 810/349-7676 • Urban Walker (Downtown Birmingham) 810/540-3468
$250° Cold Storage*
old
MICHIGAN
MIRACLEIr
MISSION
MAY 7-17 1995
For phone orders call 1 800 421 SHOE. Monday-Friday, 8:30-5:30 pm.
NEXT TO THE BIRMINGHAM THEATRE
642-1690
-
-
-
Prudential Town Center
Southfield
,fix • ,o
Office Sub Lease Expires 5/97
4400 sq. ft.
JONATHAN BRATEMAN
PROPERTIES
R
az(
810-474-3855
17 Years Experience With Mercedes Benz
The Best in Personalized Service
The Best Price with No Hassle
No High Pressure - Only STRAIGHT TALK!
Pick-up & Delivery with a Loaner Car
From "C" Class to "5" Class - Whatever You Desire!
Lease or Buy - New or Used
lb WOOD MOTORS
PAUL MILGRIM
Gratiot at 8 Mile
(313) 245-0619 or 372-2600
Is Your Financial House In Order??
To find out
call
PHASE FOUR
Certified Financial Planning Professionals
(810) 559-6980
JOEL LEVI, CFP
(Li
ti?zi
Cusiam Clathier
Custom Made Suits
From $495
Mercedes Benz
•
•
•
•
•
•
•
r
TRISH WELLMAN, CFP
17117 West 9 Mile Road, Southfield, MI 48075
Phase Four Advisory, Registered Investment Advisor
Securities offered through Vestax Securities Corporation, Member, NASD & S!PC,
1931 Georgetown, Hudson, OH 44236 (216) 650-1660
Advertising in the Jewish News
gets results. Place your ad today!
Call (810) 354-6060
Custom Made Shirts
Detroit's Premiere Custom Clothier Since 1949
• Benchmade Suits
• Custom Alterations
• Custom Made Suits
• Accessories
271 MERRILL • BIRMINGHAM • (810) 646-0535
DONATE
YOUR
CAR
Truck • Motorboat • RV • Motorcycle
Almost any condition. • Tax deductible
Cr)
Call 1810) 352-5272
A Jewish Association for Residential Care
for persons with developmental disabilities
CC
2
28366 Franklin Road
Southfield, Michigan 48034
45